Contagious: Why Things Catch On (34 page)

virality of,
193
–201

Subway sandwich chain,
187
–89

Sudoku puzzles,
46

Sunny Delight,
71

Super Bowl,
224
n

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,
224
n

V

Vacuum cleaners,
157
–58

Vanguard,
173
–74,
177
,
208

Viagra,
149
n

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,
6–7
n
,
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,
216
n

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