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Notes
Introduction: Why Things Catch On
Sixty 
percent 
are 
gone:
www.econ.ucsb.edu/~tedb/Courses/Ec1F07/restaurantsfail.pdf
.
“It  was  like  eating  gold”:
  Taken  from  Barclay  Prime’s  Yelp  page,
http://www.yelp.com/biz/barclay-prime-philadelphia
.
Most restaurants bomb:
 Shane, Scott (2008), “Startup Failure Rates—The
REAL 
numbers,” 
Small 
Business 
Trends, 
April 
28,
http://smallbiztrends.com/2008/04/startup-failure-rates.html
.
People  share  more  than  16,000  words:
  See  Mehl,  Matthais  R.,  Simine
Vazire,  Nairan  Ramirez-Esparza,  Richard  B.  Slatcher,  and  James  W.
Pennebaker  (2007),  “Are  Women  Really  More  Talkative  Than  Men?”
Science 317, 82.
100  million  conversations  about  brands:
  see  Keller,  Ed,  and  Barak  Libai
(2009),  “A  Holistic  Approach  to  the  Measurement  of  WOM,”
presentation  at  ESOMAR  Worldwide  Media  Measurement  Conference,
Stockholm (May 4–6).
We try websites our neighbors recommend:
 see Trusov, Michael, Randolph
E. Bucklin, and Koen Pauwels (2009), “Effects of Word-of-Mouth Versus
Traditional  Marketing:  Findings  from  an  Internet  Social  Networking
Site,” Journal of Marketing 73 (September), 90–102.
Word  of  mouth  is  the  primary  factor:
  Bughin,  Jacques,  Jonathan  Doogan,
and Ole Jørgen Vetvik (2010), “A New Way to Measure Word-of-Mouth
Marketing,” McKinsey Quarterly (white paper).
Goel,  Watts,  and  Goldstein  2012:
  “The  Structure  of  Online  Diffusion
Networks,”  Proceedings  of  the  13th  ACM  Conference  on  Electronic
Commerce (EC ’12).
$200  increase  in  restaurant  sales:
  see  Godes,  David,  and  Dina  Mayzlin
(2009), “Firm-Created Word-of-Mouth Communication: Evidence from a
Field Study,” Marketing Science 28, no. 4, 721–39.

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twenty more books sold:
 Chevalier, Judith, and Dina Mayzlin (2006), “The
Effect  of  Word  of  Mouth  on  Sales:  Online  Book  Reviews,”  Journal  of
Marketing Research 43, no. 3, 345–54.
Doctors are more likely:
 Iyengar, Raghuram, Christophe Van den Bulte, and
Thomas W. Valente (2011), “Opinion Leadership and Social Contagion in
New Product Diffusion,” Marketing Science 30, no. 2, 195–212.
People are more likely:
 Christakis, Nicholas A., and James Fowler (2009),
Connected: The Surprising Power of Our Social Networks and How They
Shape Our Lives (New York: Little, Brown and Company).
while traditional advertising is still useful:
 Stephen, Andrew, and Jeff Galak
(2012), “The Effects of Traditional and Social Earned Media on Sales: A
Study  of  a  Microlending  Marketplace,”  Journal  of  Marketing  Research
(forthcoming); Trusov, Bucklin, and Pauwels, “Effects of Word-of-Mouth
Versus Traditional Marketing.”