Chapter 3 and 4, by Chip and Dan Heath are focused on concreteness and credibility. Having concrete ideas are the best way to have the idea stick with a person. While credibility is almost 100% necessary to keep an image of a business, idea or person positive. The Heath brother’s uses different interesting stories magnifies this. Being concrete comes from being able to identify items with what they are without fuzzy images. In The Velcro Theory of Memory, the concept of hearing a work that is concrete and the image appearing in your head is posed, while hearing words with many meanings becomes harder to have a clear image (p.109-111). While being able to identify concrete idea’s masking concrete ideas is even more important. Hamburger helper is a
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We chose to believe things because we consider the source to be credible. Credibility is a big concept in the in the business and marketing world, and the stories in the third chapter outlines this. In the story Finding Credibility, there is a story of a bacteria spreading from bananas in Costa Rica. While the story seems to be extreme the use of well-known names and the signing from “the Center for Disease Control” is what made people believe it. Why would those things make the email seem more believable? Using names like the “FDA” and the “Center for Disease Control” makes it seem more credible (p.132-134). It is easy to trust people, while they are not authority figures in the field. Contrary to the previous story of believing the source because it comes from someone or a group knowledgeable about the topic, it is possible to trust someone despite them not being an expert. (p.135-137) Pam Laffin, the Antiauthority, proves, while we believe people because they are experts, we also believe people because they have been involved with the topic. “Pam Laffin was the star of a series of antismoking TV ads…Laffin is not a celebrity and she’s not a health expert. She’s a smoker”.
We chose to believe things because we consider the source to be credible. Credibility is a big concept in the in the business and marketing world, and the stories in the third chapter outlines this. In the story Finding Credibility, there is a story of a bacteria spreading from bananas in Costa Rica. While the story seems to be extreme the use of well-known names and the signing from “the Center for Disease Control” is what made people believe it. Why would those things make the email seem more believable? Using names like the “FDA” and the “Center for Disease Control” makes it seem more credible (p.132-134). It is easy to trust people, while they are not authority figures in the field. Contrary to the previous story of believing the source because it comes from someone or a group knowledgeable about the topic, it is possible to trust someone despite them not being an expert. (p.135-137) Pam Laffin, the Antiauthority, proves, while we believe people because they are experts, we also believe people because they have been involved with the topic. “Pam Laffin was the star of a series of antismoking TV ads…Laffin is not a celebrity and she’s not a health expert. She’s a smoker”.