Contagious: Why Things Catch On

Berger examines how narratives function as mechanisms for transmitting information between people and why these narratives prove more effective than traditional advertising or simple information sharing. He begins by analyzing the ancient tale of the Trojan Horse, explaining how this narrative has persisted across thousands of years because it combines compelling entertainment value with a practical lesson about maintaining skepticism toward enemies who appear friendly. This dual purpose—providing entertainment while simultaneously teaching a lesson—demonstrates the fundamental way that stories operate as vessels for carrying information from one person to another.

Berger argues that human beings process and retain information more effectively when it comes in the form of narratives rather than when it is presented as straightforward facts or data. To demonstrate this principle, he presents several case studies that show effective storytelling in marketing contexts. One example involves the customer service department at Land’s End. The narrative describes a customer who contacted the company about a broken coat zipper and received an immediate, free replacement without any hassle or questioning. Berger points out that while the story entertains readers with its surprisingly positive outcome, it simultaneously communicates important information about Land’s End’s dedication to customer satisfaction and its confidence in product quality.