Contagious: Why Things Catch On（疯传）（5页）
浅显易懂、整体思路清晰，铺垫了大量消费者和作者个人（也是作为消费者）的例子，使其成为畅销书。
这是一本面向社会大众的书。但是作为营销专业来说，就显得过于浅显了。
如果正巧看到这本书，可以翻看一下。全书的内容看下面的总结即可。
Social Currency
Does talking about your product or idea make people look good?
Can you find the inner remarkability?
Leverage game mechanics?
Make people feel like insiders?
Triggers
Consider the context. What cues make people think about your product or idea?
How can you grow the habitat and make it come to mind more often?
Emotion
Focus on feelings. Does talking about your product or idea generate emotion?
How can you kindle the fire?
Public
Does your product or idea advertise itself?
Can people see when others are using it?
If not, how can you make the private public?
Can you create behavioral residue that sticks around even after people use it?
Practical Value
Does talking about your product or idea help people help others?
How can you highlight incredible value, packaging your knowledge and expertise into useful information others will want to disseminate?
Stories
What is your Trojan Horse?
Is your product or idea embedded in a broader narrative that people want to share?
Is the story not only viral, but also valuable?
7 Social Currency Dimensions
PERSONAL IDENTITY: How much my relationship to the brand plays into my self-image and self-esteem.
SOCIAL IDENTITY: How much I feel a sense of belonging or kinship with others who use the brand.
EXPRESSION: How much the brand facilitates communicating who I am.
CONVERSATION: How much the content shared by/about the brand engages me.
AFFILIATION: How much the brand helps me forge new social connections or relationships.
INFORMATION: How much my engagement with the brand or its customers enhances the value I get from the brand.
UTILITY: How much other people help me discover, evaluate, and make decisions about the brand.