Journal of Consumer Research 35, 472–82. Similar approaches have also
been applied to get people to reduce home energy consumption.
People are more likely to vote:
For evidence of social influence in voter
turnout, see Nickerson, David W. (2008), “Is Voting Contagious?
Evidence from Two Field Experiments,” American Political Science
Review 102, 49–57. For a discussion of how social influence may affect
obesity and smoking cessation, see 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).
what brand of coffee to buy:
For evidence of social influence in coffee
choice, see Burnkrant, Robert E., and Alain Cousineau (1975),
“Informational and Normative Social Influence in Buyer Behavior,”
Journal of Consumer Research 2, 206–15. For evidence of social
influence in paying taxes, see Thaler, Richard (2012), “Watching
Behavior Before Writing the Rules,” New York Times, July 12, retrieved
from
http://www.nytimes.com/2012/07/08/business/behavioral-science-
can-help-guide-policy-economic-view.html
.
people are more likely to laugh:
For evidence about social influence in
laughter, see Provine, R. R. (1992), “Contagious Laughter: Laughter Is a
Sufficient Stimulus for Laughs and Smiles,” Bulletin of the Psychonomic
Society 30, 1–4.
“social proof”:
Cialdini, Robert B. (2001), Influence: Science and Practice
(Needham Heights, Mass.: Allyn & Bacon).
when she looked at hundreds of kidney donations:
The findings from
Juanjuan’s clever paper, as well as assorted statistics about kidney failure
and donation, can be found at Zhang, Juanjuan (2010), “The Sound of
Silence: Observational Learning in the U.S. Kidney Market,” Marketing
Science 29, no. 2, 315–35.
Koreen Johannessen started:
Interview with Koreen Johannessen on June
21, 2012.
college students . . . report drinking alcohol:
For some statistics about
college students’ binge drinking, see Weschler, Henry, and Toben F.
Nelson (2008), “What We Have Learned from the Harvard School of
Public Health College Alcohol Study: Focusing Attention on College
Student Alcohol Consumption and the Environmental Conditions That
Promote It,” Journal of Studies on Alcohol and Drugs 69, 481–90. Also
see Hingson, Ralph, Timothy Heeren, Michael Winter, and Henry
Wechsler (2005), “Magnitude of Alcohol-Related Mortality and
Morbidity Among U.S. College Students Ages 18–24: Changes from
1998 to 2001,” Annual Review of Public Health, 26, 259–79, and
http://www.alcohol101plus.org/downloads/collegestudents.pdf
.
how they felt about drinking:
Psychologists use the term “pluralistic
ignorance” to talk about this issue. Pluralistic ignorance refers to a case
where most people in a group privately reject a norm (such as drinking a
lot) but incorrectly assume that others accept it, in part because they can
see others’ behavior but not their thoughts. For a broader discussion, see
Prentice, Deborah A., and Dale T. Miller (1993), “Pluralistic Ignorance
and Alcohol Use on Campus: Some Consequences of Misperceiving the
Social Norm,” Journal of Personality and Social Psychology 64, no. 2,
243–56.
A restaurant might be extremely popular:
This is why the maître d’ will
often seat the first few arrivals near the window at the front of the
restaurant. As a funny side note, there is a place in New York City that I
always assumed was extremely popular because it has benches outside
that were always full. I assumed that the people sitting on them were
waiting to eat. Only later did I realize that they may have been sitting
there because it was a convenient place to rest for a few minutes.
1.5 million car sales:
For the full story on our automobile research, see
McShane, Blakely, Eric T. Bradlow, and Jonah Berger (2012), “Visual
Influence and Social Groups,” Journal of Marketing Research,
(forthcoming). Also see Grinblatt, M., M. Keloharrju, and S. Ikaheimo
(2008), “Social Influence and Consumption: Evidence from the
Automobile Purchases of Neighbors,” The Review of Economics and
Statistics 90, no. 4, 735–53.
The easier something is to see:
For evidence about how public visibility
affects word of mouth, see Berger, Jonah, and Eric Schwartz (2011),
“What Drives Immediate and Ongoing Word of Mouth?” Journal of
Marketing Research 48, no. 5, 869–80.
cancer claims the lives:
For statistics about how cancer affects men, see
http://www.cdc.gov/features/cancerandmen/
and
http://www.wcrf.org/cancer_statistics/world_cancer_statistics.php
.
It all started one Sunday afternoon:
For the backstory on the founding of
Movember, as well as statistics on its growth and development, see
ca.movember.com
and
http://billabout.com/get-your-mo-
on%E2%80%A8interview-adam-garone-movember-founder/
.
Johannessen was able to decrease heavy drinking:
For a related discussion,
see Schroeder, Christine M., and Deborah A. Prentice (1998), “Exposing
Pluralistic Ignorance to Reduce Alcohol Use Among College Students,”
Journal of Applied Social Psychology 28, 2150–80.
350 million users:
For basic details and statistics about Hotmail, see
http://en.wikipedia.org/wiki/Hotmail
.
Apple’s white headphone cords stood out:
Such visible signals are
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