What's the secret formula behind why the Harlem Shake and Gangnam Style went viral? How do you land a spot on the New York Times' "Most-Emailed" articles list? Wharton Marketing Professor Jonah Berger set out to answer these questions in his new book, Contagious: Why Things Catch On. "It's not luck, it's not random, it's not cats," he says. "There's a science behind it. We have to understand the psychology and the social transmission process."
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