Contagious: Why Things Catch On (32 page)

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
,
55
n

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
,
221
n

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
,
224
n

NeXT Computer,
125

Niche businesses, immigrant-owned,
203
–5

Nike,
142
,
144
–46

Baller Bands,
145

Nobel Prize,
162
–63

Nonprofits,
10
,
25
n
,
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
,
55
n
,
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
,
26
n
,
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,
26
n
,
125
–53,
205
,
207
,
209

antithetical effects of,
149
–53