Understanding the Science of Viral Videos

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Professor Jonah Berger talks to Dallas Morning News about the science of shareability, something he covers in his new book, Contagious: Why Things Catch On.

He says of viral content, "It is not random, it is not luck, and it is not chance. There is a science behind it, research-based psychological principles that drive people to pass things on. Can we predict with 100 percent accuracy exactly how many people are going to share something? No. A good analogy is to baseball. Will a hitter hit a home run every time? No. But the people who understand the science of hitting and are better at it get on base more often."

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