How Ideas Spread

Overview

Gain insight into the fascinating world of viral trends and your own decision-making behaviors with this course taught by a best-selling author and professor. What makes one novel a bestseller while a similar work languishes unnoticed? Why are certain baby names suddenly everywhere? This course explores the science of social epidemics—the study of why some ideas, products, and concepts spread wildly while others quickly fade away.

In this 12-lecture series, you will learn how to tap into the hidden powers of influence and enhance your life in ways you never thought possible. Professor Jonah Berger draws on lessons from business, social psychology, and popular culture to provide you with the tools necessary to identify and promote contagious ideas.

Course Content

01: Social Epidemics-Why Things Catch On

Examine what leads products, ideas, and behaviors to become popular and what causes them to die out, starting with the story behind Livestrong bracelets. (35 min)

02: The Basics of Consumer Psychology

Discover how familiarity can increase liking and how consumer psychology influences the way we process information. (30 min)

03: The Impact of Triggers on Consumer Choice

Explore how contextual triggers can influence decisions, such as voting locations and environmental cues. (27 min)

04: Simple Rules to Make Ideas Stick

Learn why some ideas are more memorable than others by fitting with the four key principles of human memory. (28 min)

05: The Social Influence of Conformity

Investigate the phenomenon of conformity and its role in the spread of ideas, including real-world examples. (31 min)

06: The Social Influence of Divergence

Understand how social influence can attract or repel, and when people choose to avoid following the crowd. (30 min)

07: Word of Mouth-Powerful and Persuasive

Examine the effectiveness of word of mouth compared to traditional advertising and the role of social networks in shaping communication. (28 min)

08: The Social Currency of Shared Ideas

Discover the six key drivers of social transmission that lead to buzz around products, ideas, and behaviors. (32 min)

09: Messages That Go Viral

Explore the remaining drivers of social transmission—stories, practical value, and making the private public—through case studies. (30 min)

10: Social Networks-Channels of Influence

Learn about the channels through which information and influence spread, including the impact of social ties. (29 min)

11: Social Influencers-Myths and Science

Examine the role of influencers in the spread of ideas and products, and the science behind their effectiveness. (27 min)

12: Tracking Results-Big Data, Little Data

Conclude with a discussion on Big Data, its implications for predicting trends, and the rise of Little Data in our everyday lives. (27 min)