What makes one novel a bestseller, while a similar work languishes unnoticed? Why are the same few baby names suddenly everywhere? Why is everyone talking about that viral video?

Welcome to the science of social epidemics: the cutting-edge study of why some ideas, products, and concepts spread wildly, while others quickly flame out.

Anyone who has something to sell, a cause to promote, or a message to spread knows that there are obstacles in creating a message that resonates, spreads, and sticks to make their product or idea the word on the street.

Enormous sums of time and money have been spent trying to answer the question of why some ideas catch on. And not only is it an ever-present challenge for businesses, governments, and organizations, but it has long been a source of inquiry for psychologists, economists, and sociologists as well.

Now, in How Ideas Spread, discover what researchers studying the science of social transmission have learned. Taught by Jonah Berger – a best-selling author, expert in social dynamics, and faculty member at the Wharton School – this enlightening course draws on lessons from business, social psychology, economics, and popular culture to give you the cross-disciplinary tools necessary to identify and promote contagious ideas that last.

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Across 12 half-hour lectures filled with absorbing stories and intriguing information, you’ll learn the psychological and sociological mechanisms that lead products, ideas, and behaviors to catch on, plus specific techniques that can be applied in your personal and professional life, whatever your field or interest. Listen to one powerful case study after another to find out how to leverage three main concepts—individual psychology, social influence, and social networks—to design infectious messages. Whether you’re a professional seeking guidance on crafting products and messages that grab hold, or you just want insights into how viral trends work, this course will open your eyes to the power of contagious ideas.