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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