Triggers are environmental cues that remind people of related products or ideas, keeping them top of mind. Berger uses Kit Kat’s association with coffee to show how linking a product to everyday activities increases its visibility and discussion. He notes, “Top of mind means tip of tongue,” underscoring the importance of embedding products in regular routines to sustain ongoing word-of-mouth. | Jonah Berger | Contagious

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Effective Triggers

Triggers are environmental cues that remind people of related products or ideas, keeping them top of mind. Berger uses Kit Kat’s association with coffee to show how linking a product to everyday activities increases its visibility and discussion. He notes, “Top of mind means tip of tongue,” underscoring the importance of embedding products in regular routines to sustain ongoing word-of-mouth.

-- Jonah Berger