Contagious: Why Things Catch On (33 page)

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
,
26
n
,
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,
55
n
,
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
,
26
n
,
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