Contagious: Why Things Catch On (31 page)

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),
149
n

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,
149
n

Liquor stores,
205

Livestrong,
4
,
206

wristbands,
144
–47,
153
,
229–30
n