General Session 3: Crafting Contagious Ideas

Monday, May 1, 2017 -
4:30pm to 5:30pm

Session type:

Why do some products, ideas, and behaviors catch on, go viral, or otherwise become part of our daily lives?  Based on 15 years of rigorous academic research with a focus on behavioral economics, Professor Jonah Berger developed a framework for crafting contagious content using the acronym STEPPS: social currency, triggers, emotion, public, practical value, and stories.  Using STEPPS, he reveals the secret science behind word of mouth and how these six key factors drive things to become popular in spite of logic that suggests otherwise and how it applies to investment and wealth managers.