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@Amazonebook Contagious Why Things Catch On by Jonah Berger

part of a publicity stunt:
 For a brief discussion of the events, see BBC News
(2004), “Jail Sentence for Tutu Prankster,” August 19.
most  viewed  online  advertisement  in  history:
  World  Records  Academy
(2011),  “Most  Viewed  Online  Ad:  ‘Evian  Roller  Babies’  Sets  World
Record,” retrieved May 2012 from 
http://www.worldrecordsacademy.org
.
sales  dropped  almost  25  percent:
  O’Leary,  Noreen  (2010),  “Does  Viral
Pay?” retrieved May 21, 2011, from 
http://www.adweek.com
.
In  one  spot  a  father  is  grocery  shopping:
  To  watch  the  Panda  clip,  go  to
http://jonahberger.com
.
without talking about a blender:
 For further discussion of valuable virality,
see  Akpinar,  Ezgi,  and  Jonah  Berger  (2012),  “Valuable  Virality,”


Wharton working paper.
Psychologists  Gordon  Allport  and  Joseph  Postman:
  Allport,  Gordon,  and
Joseph  Postman  (1947),  Psychology  of  Rumor  (New  York:  H.  Holt  and
Company).
Epilogue
when Thuan Le arrived:
 For the story of Thuan Le and the Vietnamese nail
salons,  see  Tran,  My-Thuan  (2008),  “A  Mix  of  Luck,  Polish,”  Los
Angeles 
Times
May 
5. 
Also 
see
http://www.cnn.com/video/?/video/us/2011/07/05/pkg.wynter.vietnamese.
nail.salon.cnn
.
Cambodian  Americans  own:
  Ardey,  Julie  (2008),  “Cambodian  Settlers
Glaze  a  Donut  Trail,”  Daily  Yonder,  February  18;  retrieved  from
http://www.dailyyonder.com/cambodian-settlers-glaze-donut-
trail/2008/02/18/1062
.
Koreans own:
 Bleyer, Jennifer (2008), “Dry Cleaners Feel an Ill Wind from
China,” New York Times, April 27.
60  percent  of  the  liquor  stores  in  Boston:
  Retrieved  on  March  10,  2012,
from
http://www.pbs.org/wgbh/amex/murder/peopleevents/p_immigrants.html
.
Jews produced:
  Klinger,  Jerry,  “The  Russians  Are  Coming,  The  Russians
Are  Coming,”  America  Jewish  History  1880–1924,  retrieved  on  March
15, 2012, from 
http://www.jewishmag.com/85mag/usa8/usa8.htm
.
Duncan  Watts  makes  a  nice  comparison:
  Watts,  Duncan  J.  (2007),
“Challenging the Influentials Hypothesis,” WOMMA Measuring Word of
Mouth 3, 207.


Index
A
ABC News, 
149
Abercrombie & Fitch, 
142
Ad Age
119
Advertising, 
2

4
–7, 
16

19

32

125

187

208
emotions evoked by, 
117

123
infomercials, 
164
–65
misleading, as Trojan horse, 
190
–91
self, through public visibility, 
140
–44 (see also Branding)
social currency of, 
37

39
triggers and, 
62

66

70

79
–85
trustworthiness of stories versus, 
186
virality of, 
22

196
–98
word of mouth versus, 
8
–10, 
43
–44
see also Public service announcements; campaigns for specific products
Airline frequent flier programs, 
44
–45, 
47
–48
Alcohol abuse, 
132
–35, 
139
–40
Allport, Gordon, 
199
–200
Amazement, 
22

102

188
Amazon.com

8
American Airlines, 
45
Anderson, Eric, 
165
Anheuser-Busch, 
86
Antista, Chris, 
30
AOL, 
140
–41
Apple, 
125
–27, 
142

153
“Think Different” campaign, 
109
Arab Spring, 
120
Archos, 
142
Arend, Rene, 
56
Arizona, University of, 
132
–33, 
140
ARK Music Factory, 
76
Armstrong, Lance, 
144

145
Arousal, 
116
–18
physiological, 
108
–11
Atkins diet, 
4
Autism, 
99
false information on connection of vaccines and, 
176
Awards, 
51


Awe, power of, 
102
–8
B
Baby names, 
20
popular, 
5
–6
Babywearing, 
118
–19
Balter, Dave, 
62
–63, 
66
Barclay Prime (Philadelphia), 
1
–2, 
170

210
hundred-dollar cheesesteak at, 
2
–4, 
22

23

25

42

88
–89, 
196

206

207

210
Barn raising, 
159
Beauty, unrealistic standard of, 
191
–93
Beckham, David, 
3
Behavioral residue, 
24

144
–49, 
153

209
Bensimhon, Ron, 
193
–94, 
199

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