A note from Daniel

Principle 3: Emotion When we care, we share. So how can we craft messages and ideas that make people feel something? Naturally contagious content usually evokes some sort of emotion. Blending an iPhone is sur-prising. A potential tax hike is infuriating. Emotional things often get shared. So rather than harping on function, we need to focus on feelings. But as we'll discuss, some emotions increase sharing, while others actually decrease it. So we need to pick the right emotions to evoke. We need to kindle the fire. Sometimes even negative emotions may be useful.

Daniel Contagious, page 23 · April 25, 2024 Save to shelf
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Some studies examined how triggers might affect supermarket buying behavior more broadly. In a supermarket, they played music from different countries. When French music was playing, most customers bought French wine. When German music was playing most customers bought German wine. By triggering consumers to think of different countries, the music affected sales. The music made ideas related to those countries more accessible, and those accessible ideas spilled over to affect behavior.
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