STEPPS stands for Social Transmission and Persuasion Principles, which is a framework developed by Jonah Berger in his book "Contagious: How to Build Word of Mouth in the Digital Age." STEPPS provides a set of six principles that explain how certain ideas and products become popular, viral, and gain widespread attention and adoption.
The first principle in the STEPPS framework is Social Currency. It refers to the idea that people like to share things that make them look good, knowledgeable, or in-the-know. When individuals feel a sense of exclusivity or superiority by sharing certain information or owning specific products, they are more likely to become advocates and spread the word.
The second principle is Triggers. Berger explains that people are more likely to talk about and share things that are top-of-mind or easily triggered by everyday situations or environments. These triggers act as reminders to engage in certain behaviors or conversations.
The third principle is Emotion. People are more likely to remember and share content and ideas that evoke strong emotions such as amusement, awe, anger, or excitement. Emotional content grabs attention, creates bonds, and increases the likelihood of sharing.
The fourth principle is Public. People tend to model their behavior based on what they observe others doing. Therefore, making behaviors or products more observable and public can increase their adoption and popularity.
The fifth principle is Practical Value. Ideas or products that offer practical value, whether it be through providing useful information or solving a problem, are more likely to be shared. Practical value increases their relevance and usefulness to individuals and encourages sharing.
The final principle is Stories. Human beings are natural storytellers and are more likely to share information in the form of narratives. Stories make ideas more relatable, memorable, and easily passed along from person to person.
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