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Triggers prompt people to spread ideas from "summary" of Contagious by Jonah Berger
Triggers are a powerful way to get people to talk about our products or ideas. They are stimuli that prompt people to think about related things, and can be instrumental in driving word of mouth. Triggers work by making things top of mind, which increases the probability of people talking about them. For example, Kit Kat candy bars are often associated with coffee breaks, prompting people to think about them whenever they take a break. This association increases the likelihood of people mentioning Kit Kat to others. Triggers are most effective when they are linked to the desired behavior. For instance, the Mars company introduced a new product called Dove chocolate. To promote it, they linked the chocolate with a key trigger - the idea of romance. This association led to an increase in sales, as people were more likely to think about Dove chocolate when they were feeling romantic. This shows how triggers can be used strategically to prompt people to spread ideas or products. It is important for triggers to be not only relevant, but also accessible. For example, the movie "The Lion King" was released around the same time as the song "Hakuna Matata" became popular. This song served as a trigger for people to think about the movie, prompting them to go see it. The accessibility of the trigger made it easier for people to talk about the movie, leading to increased word of mouth. In order to be effective, triggers must be integrated into the environment in which people are making decisions. This seamless integration increases the chances of people talking about the product or idea. For example, the restaurant chain Red Lobster introduced a new dish called Lobsterita. To promote it, they strategically placed it next to the popular Cheddar Bay Biscuits on the menu. This placement acted as a trigger for people to order the Lobsterita, as they were already thinking about the biscuits.- Triggers play a significant role in prompting people to spread ideas or products. By making things top of mind, triggers increase the likelihood of people talking about them. It is essential for triggers to be relevant, accessible, and integrated into the decision-making environment in order to be effective. By understanding how triggers work and using them strategically, we can increase word of mouth and promote our ideas or products effectively.
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