"Contagious: Why Things Catch On" by Jonah Berger

I was hesitant to read this book club title, given that "The Tipping Point" is one of my favorite books, and this sounded strikingly similar.  The author doesn't beat around the bush, letting us know in the introduction that "The Tipping Point" is a very good read, but alludes to it being both incomplete and unscientific.  In short, Berger thinks his theories are better, and restates that, in various ways, throughout the book.  The gentleman doth protest too much, methinks.  Nonetheless, his is an interesting set of ideas, which could be taken as a drill-down of "The Tipping Point."  Where Gladwell looked at trends, Mr. Berger looks at human behavior within those trends, particularly with an eye to marketing.  He creates a six-point plan which he calls "STEPPS."  While not a scientific formula, he believes these six elements are the major factors at play when we pass on information, essentially making something "popular."  They are:  Social Currency, Triggers, Emotion, Making Something Public, Practical Value and Stories.  Much like that oft-mentioned other book, he uses good examples which support his premise and keep the concepts very accessible.  It is a readable book, and one that most probably complements other similar titles on the market, such as "How We Decide" and Daniel Pink's "Drive."  The only quibbles I have with it are the epilogue, which, like any good college paper, simply restates the points made in the previous chapters, and a sense that Mr. Berger is, in true Animal Farm style, "more right" than others.  The bottom line is that if we truly understood human behavior, marketers would all be rich and our society would be very different.  People may be predictable en masse, but we are also messy and complex.  We don't always act the way sociologists think we will, which is what makes it all so exciting ... we can be unpredictable now and then.  Which is why my next pop-psych book will likely be Malcolm Gladwell's "Outliers."  I guess it is Berger's turn to determine whether Gladwell is predictable, or someone who helps shape public opinion.