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@Amazonebook Contagious Why Things Catch On by Jonah Berger

Best Food Ever (television show), 
3
Bhatia, Sabeer, 
140
–41
Binge drinking, 
133
–35, 
139
–40
Birds, The (movie), 
203
Black, Rebecca, 
75
–77, 
83

92

207
BlackBerry, 
142
Blair Witch Project
42
–43
Blendtec, 
16
–18, 
42

43

171

208
Will It Blend? campaign, 
17
–18, 
22

26n

59

182

198

206

210
Blogs, 
10

26

33
emotions and, 
95

97

119

123
public visibility of, 
149
Bloomingdale’s, 
148
BMW, 
103

113
Bono, 
224n
Book reviews, 
8

19

80
–81
Boring topics, see Interesting versus boring topics, word-of-mouth about
Boston Market, 
84
Boyle, Susan, 
103
–105, 
207
“Boy Who Cried Wolf, The,” 
183
Bradlow, Eric, 
135
Branding, 
210

221n
stories and, 
193

196

198
see also specific brands
Brigham Young University
15

16
Britain’s Got Talent (television show), 
103
–104
Buckley, William F., Jr., 
158
Budweiser beer, 
79
–80, 
92
Bullying, campaigns against
68
Burberry, 
50
–51, 
142
Bush, George W., 
75
Buzz, see Word of mouth
BzzAgent, 
63
–69, 
78

84

221n
C


Cafaro, Anthony, 
113
–16, 
123
–24
Cambodian Americans, 
205
Cancer:
emotions evoked by, 
103

118
promoting public awareness of, 
137
–38, 
144
–45, 
153

207
Carroll, Dave, 
111
–12
Cars:
purchases of, 
20

36

135

217n
repairs to, 
186
Chanel, 
143
Cheerios, 
61
–62, 
66

90
–91, 
206
Cheesesteak, hundred-dollar, 
2
–4, 
22

23

25

42

88
–89, 
196

206

207

210
Chicken McNuggets, 
56
Chorak, Colleen, 
81
–82, 
84

92
Cialdini, Bob, 
152
“Cinderella,” 
183
Clinton, Bill, 
14
Clothing industry, 
205
Coca-Cola, 
70

86

113
College campuses, alcohol abuse on, 
132
–35, 
139
–40
Compaq, 
142
Congress, U.S., 
150
Consumer Reports
36

174
Contests, 
50
–51
Corn, shucking, 
155
–56
Corona beer, 
61
Cosby, Bill, 
14
–15
Coupons, 
64

65
Craig, Ken, 
155
–56, 
158

206

208
Creative, 
142
Crest toothpaste, 
7
Crick, Francis, 
162
–63
Crif Dogs, 
29
–31, 
39
bar at, see Please Don’t Tell
CSI (television show), 
122
Customer rewards, 
52

63

170
–71
see also Frequent flier programs
Customer service, 
43
emotions evoked by, 
109

120
remarkable, story about, 
184
–85, 
187

189
D
Deal or No Deal (television show), 
122
Deals, psychology of, 
162
–70, 
176
Delta Airlines Platinum Medallion, 
47
–49
Democratic Party, 
73
Diamond Multimedia
142
Dickson, Tom, 
15
–18
Diet crazes, 
4
Diminishing sensitivity, 
166
–68


DIRECTV, 
42
Discounts, 
51

59

206
practical value of, 
160
–61, 
164

166
–71
Discover magazine, 
94
Discovery channel, 
3
Disney Corporation, 
55

99
see also Walt Disney World
DNA, 
163
Dole, Bob, 
224n
Donut shops, 
205
Dove products, 
191
–93, 
206

208
Drugs, 
8
effectiveness of, 
5

160
performance-enhancing, 
145
recreational, campaign to discourage teens from using, 
150
–52
Dry cleaners, 
205
E
eBay, 
194
Einstein, Albert, 
102

162
Emmy Awards, 
94
Emotions, evoking, 
22

23

25

93
–124, 
205

207
–10
of arousal, 
108
–12, 
116
–18
of awe, 
102
–8
exercise and, 
120
–23
focus on, 
112
–16
negative, 
118
–20
practical value and 
158

160

173

177
in sharing, 
96
–101
social currency and, 
90
through stories, 
182

188

193

201
Erectile dysfunction (ED), 
149n
Evian, 
196
Exclusivity, 
31
–33, 
51
–57, 
59
–60, 
169
F
Facebook, 
7

10

12

33

40

47

57

149
False information, 
5
sharing, 
176
traction of, 
120
Fantasy football, 
57
–58
Fast food, 
20
healthy, 
188
–89
regional, 
2
see also McDonald’s; Taco Bell
Fierce People (Wittenborn), 
70
Fight-or-flight response, 
108
Fischman, Ben, 
51
–53
Fitzsimons, Gráinne, 
72


Flash sales, 
52
Fogle, Jared, 
188
–89
Fortune 500 companies, 
9
Foursquare, 
48
–49, 
59
Free samples, 
9

64
Frequent flier programs, 
44
–45, 
47
–48
G
Game mechanics, leveraging, 
23

36

44
–50, 
59

209
Gap, 
35

170
Gates, Bill, 
14
GEICO, 
79
Gilligan’s Island (television show), 
53
Giveaways, 
148
–49
Gladwell, Malcolm, 
13
GoldenPalace.com

194

199
Google, 
101

119
Creative Lab, 
114
–16
“A Google a Day” trivia game, 
114
“Parisian Love” video, 
113

115
–16, 
123

206
Gore, Al, 
75
Grady, Denise, 
93
–97, 
101

103

124
Grisham, John, 
112
Grocery shopping, 
50

148

174
practical value in, 
159

168

171
reward programs for, 
171
stories about, 
197
–98
triggers for, 
71

89
–90
word of mouth for, 
68
Groupon, 
160
Guerrilla marketing, 
66
Guinness World Records
196
Gurus, social media, 
14

62
H
Habitats, triggers in, 
81
–84, 
92

209
Haidt, Jonathan, 
102
Halal Chicken and Gyro food cart (New York), 
130
–31
Halal Guys food cart (New York), 
131
Hargreaves, David, 
71
Harvard University, 
33

46
–47
Healthy habits, promoting, 
4

8

10

95
emotions versus information in, 
112
–13, 
118
stories for, 
187
–89
triggers for, 
71
–73, 
87
–89
Heath, Chip and Dan, 
21

101
Hedren, Tippi, 
203
–6
Herd mentality, see Social proof
Hershey candy company, 
81
–82


Hire, The (short film series), 
117
Hitchcock, Alfred, 
203
Holiday Inn Express, 
65
Holly, Buddy, 
197
Homer, 
180
Honda, 
113
Hope Village, 
203
Hornik, Bob, 
150
–52
Hotmail, 
140
–41, 
153

206
Hot Topic, 
35
I
iCraze, 
125
Illinois, University of, 
40
iMac, 
125
Imitation, 
23

127
–32, 
134

153
Immediate word of mouth, 
67
–69, 
78
Immigrants, niche businesses of, 
203
–6
Infomercials, 
164
–65
Insiders, feeling like, see Exclusivity; Scarcity
Intel, 
153
Interesting versus boring topics, word-of-mouth about, 
15

100
–1
social currency of, 
39
–42
triggers for, 
62

66
–69, 
78
–79, 
90
International Babywearing Week, 
118
Internet, 
84

117

127

140
–41, 
156

181
casinos on, 
168
see also specific servers and websites
iPhone, 
110

123

174
iPod, 
142
–43, 
206
Irish Americans, 
205
Iyengar, Raghu, 
34
J
Jack Link’s, 
40
JetBlue, 
42
Jewish immigrants, 
205
Jobs, Steve, 
125
–27
Johannessen, Koreen, 
132
–33, 
140
Jokes, 
14

36

38

105

110
“Just Say No” anti-drug campaign, 
150
–51
K
Kahneman, Daniel, 
162

163
Keller Fay Group, 
11
Keltner, Dacher, 
102
Kidney donations, 
129
–30
Kit Kat, 
81
–85, 
92

208


Korean Americans, 
205
L
L.L. Bean, 
165
Lacoste, 
142
Lamborghinis, 
58
–59
Lance Armstrong Foundation, 
145
–46
see also Livestrong
Land’s End, 
165

184
–85, 
187

189
Late Show
3
Lauren, Ralph, 
65

124
Le, Thuan, 
203
–5
Letterman, David, 
3
LGBT community, 
149n
Liquor stores, 
205
Livestrong, 
4

206
wristbands, 
144
–47, 
153

229–30n
LivingSocial, 
160
Logos, 
126
–27, 
142

153
Louboutin, Christian, 
143
Loyalty marketing, see Customer rewards
Lululemon, 
148

153
M
MacEachern, Scott, 
144
–47
Made to Stick (Heath), 
21

116
Mad Men (television show), 
62
“Man Drinks Fat” (public service announcement), 
87
–88, 
118

206
March of Dimes, 
65
Marlboro cigarettes, 
83
–85
Mars, Franklin, 
71
Mars candy company, 
70
–71, 
83
Massachusetts Institute of Technology (MIT), 
130
McDonald’s, 
56
–57
McKendrick, Jennifer, 
71
McNeil Consumer Healthcare, 
118
McShane, Blake, 
135
Medicines, see Drugs
Meehan, Jim, 
32

55n
Meredith, Marc, 
74
Michelob beer, 
86
Microsoft, 
143
Milkman, Katherine, 
99
Millikan, Robert, 
94
Miracle Blade knives, 
164

165
Mitchell, Jason, 
33
MoneyWhys
173

208
Mormons, 
15
–16
Most E-Mailed lists, 
40

93
–94, 
96
–98, 
103

105

107
–8, 
173


emotions and, 
108

113
systematic analysis of, 
98
–101
public visibility and, 
145
Motivation, 
29

45
–46, 
57
–59, 
77
Motrin, 
118
–20
Moustaches, public visibility of, 
136
–39, 
153

207
Movember Foundation, 
138
–39, 
153

206
Movies, 
42

164
emotions evoked by, 
108

117
reviews of, 
7
social currency of, 
40

43

55
word of mouth about, 
13

15

68

221n
Music, 
75
–76
digital players, 
142
–43
emotions and, 
102

112

115
illegal downloads of, 
152
public visibility and, 
149
social currency of, 
35
–36
stories and, 
180
Muzak, 
71
N
Nail salons, 
203
–5
Narratives, see Stories
National Aeronautic and Space Administration (NASA), 
70
–71
National Youth Anti-Drug Media Campaign, 
150
New England Journal of Medicine, The
83
New York City Department of Health (DOH), 
87
–88
New York magazine, 
130
New York Times, The
20

94
–96, 
102

119
book review, 
80
–81
Most E-mailed list, 
40

93

97
–101, 
103
–5, 
107

174

224n
NeXT Computer, 
125
Niche businesses, immigrant-owned, 
203
–5
Nike, 
142

144
–46
Baller Bands, 
145
Nobel Prize, 
162
–63
Nonprofits, 
10

25n

26

113

206
see also specific organizations and foundations
North, Adrian, 
71
Novelty, 
39

42

66
–67
O
Obama, Barack, 
103
Obesity, campaigns against, see Healthy habits, promoting
Observability, see Public visibility
Odyssey, The (Homer), 
157
O’Hare Airport, 
111
Olympics, 
50

118

193
–95, 
199


Ongoing word of mouth, 
67
–69, 
78
Opinion leaders, 
13
Organ transplants, 
129
–30
P
PageRank algorithms, 
113
Panda cheese, 
197
–98
Pathfinder mission, 
70
–71
Pay it forward, prosocial ideal of, 
159
Pennebaker, Jamie, 
93
Pennsylvania, University of, 
17
Petrified Forest National Park, 
152
–53
Philips, 
63
Photoshop, 
190
–91
Physics Today magazine, 
94
Physiological arousal, 
108
–12
Pinocchio (movie), 
55
Piper, Tim, 
189
–92
Please Don’t Tell, 
31
–32, 
39

54

55n

59
–60, 
169

206
Politics, 
20

26

131

158
emotions evoked by, 
120

123
practical value in, 
160
triggers and, 
75
word of mouth in, 
10

13
see also Voting behavior
Polling places, influence on voter behavior of, 
73
–75
Postman, Joseph, 
199
–200
PowerBook G4, 
110
Practical value, 
24

25

26n

94

155
–77, 
205

207
–10
of information, 
101

172
–76
public visibility and, 
141
remarkable, 
168
–72
of saving money, 
160
–68
of stories, 
182

188
Price, 
5
–7, 
16

57

186
high, see Cheesesteak, hundred-dollar
public visibility and, 
146
practical value and, 
160
–71
social currency and, 
51
–56
of stocks, impact of emotion on, 
112
Pringles, 
143
Private sales, 
52
Product reviews, 
20

182
Promotional offers, 
63
practical value of, 
160

168
–71
see also Discounts
Prospect theory, 
163
–68
Prostate Cancer Foundation of Australia, 
138
Public service announcements (PSAs), 
86
–90, 
112
–13, 
118

149
–52
Public visibility, 
20

23
–25, 
26n

125
–53, 
205

207

209


antithetical effects of, 
149
–53
behavioral residue and, 
144
–49
emotions evoked by, 
97

115
imitation and, 
127
–32
power of, 
132
–36
practical value and, 
172
providing private concerns with
136
–40
through self-advertising, 
140
–44
social currency and, 
54
stories and, 
192

201
Q
Quality, 
5
–7, 
25

196

210
of buzz, 
59

130
low, 
56
see also Practical Value
R
Rasmussen, Scott, 
80
Reagan, Nancy, 
150
Reduced prices, see Discounts
Reese’s Pieces, 
89
Reference price, 
165
Remarkability, 
22

26n

31
–32, 
36
–44, 
59
of practical value, 
168
–72
public visibility and, 
141
of stories, 
185

188

194
–95
triggers and, 
69

89
Republican Party, 
73
Restaurants, 
36

38

40

48

174
–75
casual dining, see Boston Market; Crif Dogs
high-end, see Barclay Prime
practical value of, 
170

177
public visibility of, 
127
–28, 
148
reviews of, 
127

174

175
triggers for, 
84
word of mouth for, 
2
–3, 
10

22

23

53

64

66
Reusable bags, 
89
–90, 
148
Reviews, 
149
book, 
8

19

80
–81
movie, 
7
product, 
20

182
restaurant, 
127

174

175
Rolex watches, 
54
“Roller Babies” video, 
196
Rubenstein, Marke, 
37
–38
Rue La La, 
52
–54, 
55n

59

169

206
Rumors, 
13

26

199
false, emotions evoked by, 
120


on social media, 
7
S
Sales, 
5

10
emotions and, 
117
negative publicity and, 
20

80
–81
practical value and, 
161

164
–66, 
169
public visibility and, 
135

142
social currency and, 
51
–53, 
56

210
stories and, 
192

196
triggers for, 
20

63
–64, 
70
–71, 
80
–83
word of mouth and, 
8

18
Sample sales, 
52
Scarcity, 
54
–57, 
59

169
School of Visual Arts, 
113
Schwartz, Eric, 
66
Secrecy, see Exclusivity
Segall, Ken, 
125

127
Shakespeare, William, 
183
Shake Weight, 
81
Sharing:
emotions and, 
96
–101
self-, 
36

59
see also Word of mouth
Shebairo, Brian, 
30
–31
Silk nondairy milk products, 
65
Simester, Duncan, 
165
Six Sigma management strategy, 
4
SmartBargains.com

51
–52
Smart Shopper loyalty club, 
52
Smith, Jack, 
140
–41
Smoking cessation, see Healthy habits, promoting
Snapple, 
37
–39
Snow White (movie), 
55
Social currency, 
22
–23, 
25

26n

29
–60, 
205

207
–10
emotions and, 
101

103

106
of exclusivity and scarcity, 
31
–33, 
51
–57, 
59
–60
of inner remarkability, 
37
–44
leveraging game mechanics for, 
44
–51
motivation and, 
57
–59
practical value and, 
158
–60, 
168
–70, 
177
public visibility and, 
139

141
–42, 
147
–48
of self-sharing
33
–36
stories and, 
181

188

201
triggers and, 
62

66

69

77

90
Social epidemics, 
4

13

18

206
–7
Social media, 
10
–12, 
62

119
–20
see also Facebook; Twitter; YouTube
Social proof, 
128
–31, 
134

141
–44, 
147

148

151

153
Social transmission, 
7
–10, 
26
–27


see also Social media; Word of mouth
Solitaire, 
46
Sonicare electric toothbrushes, 
63
–64
Sons of Maxwell, 
111
Sorensen, Alan, 
80
South Beach diet, 
4
Spiegel, 
165
Spotify, 
149
Stapleton, Bill, 
146
Starwood Hotels, 
1
Status symbols, 
23
airline rewards programs as, 
44
–45, 
47
–49
credit cards as, 
49
–50
public visibility of, 
148
scarcity and exclusivity of, 
55
STEPPS, 
25

207
–10
see also Emotions, evoking; Social Currency; Practical Value; Public visibility; Stories;
Triggers
Stockholm University, 
162
Stories, 
7

13

21
–22, 
24
–26, 
179
–201, 
203
–5, 
207
emotions evoked by, 
106
–7, 
121
learning through, 
186
–89
practical value of, 
158

172

175

210
social currency of, 
39
–42
Trojan horse, 
189
–93, 
209
as vessels, 
181
–86
virality of, 
193
–201
Subway sandwich chain, 
187
–89
Sudoku puzzles, 
46
Sunny Delight, 
71
Super Bowl, 
224n
Supermarkets, see Grocery shopping
Surprise, generating, 
67

102
by breaking expected patterns, 
42
in stories, 
22

188
T
Taco Bell, 
64
Tamir, Diana, 
33
Targeting, 
8
–10, 
72

79
Terra Blues, 
42
Thaler, Richard, 
163
Thelonious Monk Institute of Jazz, 
112
Tide detergent, 
7
Tiffany, 
148
Time magazine, 
94

112
Tipping Point, The (Gladwell), 
13

19

21
Tour de France, 
144

146
Triggers, 
23

25

61
–92, 
205

207
–10
affected on behavior of, 
69
–75


context of, 
77
–81
days of week as, 
75
–77
effective, frequency of stimulus for
85
–90
emotions evoked by, 
95

118
habitat for, 
81
–85
immediate versus ongoing, 
67
–69
practical value and, 
158

177
public visibility of, 
136
stories as, 
186

189

201
Trojan Horse, 
24

179
–82, 
191

199

200
Truth, 
5

176
Tversky, Amos, 
163
Twitter, 
10

12
–13, 
47

48

57

90

119

208
Tylenol, 
40
U
United Airlines, 
111
–12
Premier status, 
44
–45, 
47
Urban legends, 
20

183
USA Today
3
U2, 
224n
V
Vacuum cleaners, 
157
–58
Vanguard, 
173
–74, 
177

208
Viagra, 
149n
Victoria’s Secret, 
148
Videos, 
40

97

114
–15, 
191
–92, 
196

208

210
emotional response to, 
103
–5, 
114
–15, 
123
–24
public service announcement, 
87
–88, 
149
–51
see also YouTube; titles of specific videos
Vietnamese refugees, 
203
–6
Village People, 
81
Village Squire Restaurants, 
40
Virality, 
6–7n

13
–15, 
17
–18, 
20

22

201

208

209
emotion and, 
93
–100, 
103
–12, 
115

120
practical value and, 
155
–58, 
174
–75,
social currency and, 
26

32
stories and, 
24

193
–201
triggers and, 
66

76
–77
Virgil, 
180
Voting behavior, 
128

207
public visibility and, 
147
–48, 
153
triggers and, 
73
–75
word of mouth and, 
7

13

51

68
W
Walkman, 
143


Wall Street Journal, The
3

98
–99
Walt Disney World, 
61
–62, 
66

90

158
Watson, James D., 
162
–63
Watts, Duncan, 
206
Weber grills, 
161
Websites, 
5

7

32

38

81

97

131
content, 
97
–98, 
123
game mechanics and, 
48

50
–51
practical value of, 
160

174

177
public visibility and, 
136

139

144

149

152
word of mouth about, 
216n
see also specific websites
Wein, Howard, 
1
–2, 
210
Wells Fargo, 
39
–40
Wharton School, 
17

18

34

105

136
–37, 
148
Wheeler, Christian, 
74
Word of mouth, 
7
–15, 
20

21
–22, 
27

208
–10
emotions and, 
117

122
game mechanics and, 
48
generating, 
10
–15, 
39

55

59
 (see also BzzAgent)
immediate versus ongoing, 
67
–69, 
78
online, 
11
–12, 
39
 (see also Most E-mailed lists)
in political campaigns
51
products and services worthy of, 
15
–18
public visibility and, 
136

141
stories and, 
181

194
–96
triggers for, 
62

67

77
–81, 
84

90
–91, 
205
see also Social currency
Wright, George, 
16

206
Y
“YMCA” (song), 
81
YouTube, 
6
–7, 
10

12

17

20

67

110

112

123

156
Z
Zhang, Juanjuan, 
130
Ziploc bags, 
78
–79


Simon & Schuster
1230 Avenue of the Americas
New York, NY 10020
www.SimonandSchuster.com
Copyright © 2013 by Social Dynamics Group, LLC
All rights reserved, including the right to reproduce this book or portions thereof in any form
whatsoever. For information address Simon & Schuster Subsidiary Rights Department, 1230 Avenue
of the Americas, New York, NY 10020.
First Simon & Schuster hardcover edition March 2013
SIMON & SCHUSTER and colophon are registered trademarks of Simon & Schuster, Inc.
Photo, 
p. 85
: Courtesy of the California Department of Public Health. Photo, 
p. 88
: © 2009 The City
of New York, Department of Health and Mental Hygiene; all rights reserved. Graph, 
p. 91
: Based on
data provided by Scott Golder. Photo, 
p. 96
: Gary S. Settles/Photo Researchers, Inc.
The Simon & Schuster Speakers Bureau can bring authors to your live event. For more information
or to book an event, contact the Simon & Schuster Speakers Bureau at 1-866-248-3049 or visit our
website at 
www.simonspeakers.com
.
Library of Congress Cataloging-in-Publication Data
Berger, Jonah.
Contagious : why things catch on/Jonah Berger.
p. cm.
Includes bibliographical references and index.
1. New products. 2. Consumer behavior. 3. Popularity— Economic aspects. I. Title.
HF5415.153.B463   2012
658.8’342—dc23              2012034583
ISBN 978-1-4516-8657-9
ISBN 978-1-4516-8659-3 (ebook)


Table of Contents
Introduction: Why Things Catch On
1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories
Epilogue
Acknowledgments
Readers Group Guide
Questions for Discussion
Expand Your Book Club
A Conversation with Jonah Berger
About Jonah Berger
Notes
Index

Document Outline

  • Introduction: Why Things Catch On
  • 1. Social Currency
  • 2. Triggers
  • 3. Emotion
  • 4. Public
  • 5. Practical Value
  • 6. Stories
  • Epilogue
  • Acknowledgments
  • Readers Group Guide
    • Questions for Discussion
    • Expand Your Book Club
    • A Conversation with Jonah Berger
  • About Jonah Berger
  • Notes
  • Index

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