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13 Cards in this Set
- Front
- Back
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Stanley Milgram's Small World Experiment 1967
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People in Omaha given a latter, asked to send it to someone they don't know in Boston
6 degrees of separation..6 people typically Obesity can also spread through social networks |
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Gore-Tex Fabric factories
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Some rule of 150 people..actually had factories next to e/o so never went over 150..only can be relatively close friends with 150 people
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Extent to which the urban legend was ________ was the best predictor of how wide the urban legend spread
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plausible
Disgust responses are also better predictors than joy responses |
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_______ also increases willingness to spread information
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arousal
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a common sequence
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original group adopts taste---poseurs poach taste and signal shifts---original group abandons taste---further outsiders start to poach, signal further shifts--original poseurs abandon taste--everyone abandons
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6 principles seem to help ideas stick
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1. Simplisticity
2. Unexpectedness 3. Concreteness 4. Credibility 5.Emotional 6. Tell a story Sticky ideas and messages are those that are memorable and change people's behavior |
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1. Simplicity
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It does not equal dumbing down or reducing length of message
More about finding the core of its ideas Southwest Airlines example |
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2. Unexpectedness
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like body paint in flight video
Huge challenge when communicating is getting peoples' attention Most basic way to do this is to break the pattern Montgomery mini-mall |
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3. Concreteness
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Language is often intangible
We're wired to remember concrete, tangible images "a chicken in every pot and a car in every garage"..progressive insurance too |
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4. Credibility
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Authority plus details is best
Or you can invite people to verify for themselves "are you better off now than you were 4 years ago?" |
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5. Emotional
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to change behavior, supportive beliefs are often necessary but not sufficient
An emotional reaction is often needed to change behavior Identifiable victim effect (people donate more to donation when talking about specific kid instead of statistics) |
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6. Tell a story
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like subway Jaryd story!
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A story model predicts ______ _____ _______
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juror decision making
The central cognitive process in juror decision making is story construbtion-the creation of a narrative summary of the events under dispute Jurors more likely to convict when prosecution presents evidence in a temporal sequence that matched the occurrence of the original events Defense better off poking holes in prosecution story than offering a weak story of their own |
