Marketing

Contagious by Jonah Berger is a book that explains why things catch on. It answers the question of why some products, services, commercials, and ideas go viral. Some of the reasons explored include word of mouth, practical value, and the power of stories. A good book with lots of practical examples and explanations of viral phenomena.

Hooked by Nir Eyal is a book that explains how tech companies get people to use their products repeatedly. User habits are explained by the Hook Model which consists of four looping cycles: trigger, action, variable reward, and investment. An excellent book that explains user behavior towards technological products and services.