River City Reading

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Contagious - Jonah Berger We've all looked at our computer screens and wondered, sometimes with disgust, how the latest viral video got so popular. Why are people sharing something that seems so useless over and over? Why do I keep seeing the same story from multiple people? What is making me want to click that share button?

Jonah Berger ventures into answering those questions in his book Contagious: Why Things Catch On. After identifying six elements that help ideas stick, Berger walks through examples of each element, giving almost a history of viral information. The book is a quick, accessible read that answers many questions readers might have, with a few really surprising bits of information thrown in (the one that really got me was in the epilogue). Though once you've read them, most of the elements Berger identifies seem like common sense, Contagious is still enjoyable.

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