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The author asked himself a seemingly simple question: why do some names, ideas, products and people become popular to the point of obsession, while others fall through the cracks? Is word-of-mouth marketing really as effective as it is portrayed, or are there certain patterns of creating popularity or even contagion of an idea, opinion, or product? And as a result of research into a wide variety of advertising campaigns, scientists were surprised: a high-profile anti-drug campaign only increased drug use...

The debut book by a young scientist who studied the complex social phenomenon of popularity also gained considerable popularity: in 2013, it was ranked second in the amazon.com business book ranking. "Contagious was also a bestseller according to the New York Times and the Wall Street Journal. The book has been translated into 25 languages.