Йона Бергер - Заразительный. Психология сарафанного радио. Как продукты и идеи становятся популярными

Sauer, Patrick J. (2008), “Confessions of a Viral Video Superstar,” Inc magazine, June 19. Пройдите по www.jonahberger.com, чтобы увидеть, как Том крошит блендером iPhone.

См. www.donteattheshnmp.com/2007/07/03/will-it-blcnd-gets-blendtcc-in-the-wsj/и www.magazine.byu.edu/?act=view&a=2391– несколько интересных рассказов о первых годах существования Blendtec.

Интервью с Брайаном Шебайро 16 мая 2012 г. и Джимом Михеном 13 мая 2012 г.

Dunbar, Robert I. M., Anna Marriott, and N. D. C. Duncan (1997), “Human Conversational Behavior,” Human Nature 8, № 3, 231–244.

Naaman, Mor, Jeffrey Boase, and Chih-Hui Lai (2010), “Is It Really About Me? Message Content in Social Awareness Streams,” Proceedings of the ACM Conference , 189–192.

Tamir, Diana I., and Jason P. Mitchell (2012), “Disclosing Information About the Self Is Intrinsically Rewarding,” Proceedings of the National Academy of Sciences 109, № 21, 8038–8043.

См. Berger, Jonah, and Chip Heath (2008), “Who Drives Divergence? Identity Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes,” Journal of Personality and Social Psychology 95, № 3, 593–605. См. также Berger, Jonah, and Chip Heath (2007), “Where Consumers Diverge from Others: Identity Signaling and Product Domains,” Journal of Consumer Research 34, № 2, 121–134, представлены обсуждения исследований в этой области.

Wojnicki, Andrea C., and Dave Godes (2010), “Word-of-Mouth as Self-Enhancement,” University of Toronto working paper. См. также De Angelis, Matteo, Andrea Bonezzi, Alessandro Peluso, Derek Rucker, and Michele Costabile (2012), “On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission,” Journal of Marketing Research , готовится к публикации.

Чтобы узнать историю, которая стоит за фактами Snapple, пройдите по www.mittelmitte.blogspot.com/2006/09/snapple-real-facts-are-100-true.htmlи www.mysnapplerealfacts.blogspot.com/.

Berger, Jonah, and Raghuram Iyengar (2013), “How Interest Shapes Word-of-Mouth over Different Channels,” Wharton working paper.

Bakshy, Eytan, Jake M. Hofman, Winter A. Mason, and Duncan J. Watts (2011), “Everyone’s an Influencer: Quantifying Influence on Twitter,” WSDM , 65–74. See also Berger, Jonah, and Katherine Milkman (2012), “What Makes Online Content Viral,” Journal of Marketing Research 49, № 2, 192–205.

Burrus, Jeremy, Justin Kruger, and Amber Jurgens (2006), “The Truth Never Stands in the Way of a Good Story: The Distortion of Stories in the Service of Entertainment,” University of Illinois working paper.

Heath, Chip, and Dan Heath (2011), Made to Stick: Why Some Ideas Survive and Others Die (New York: Random House).

Из того же источника. См. также Chen, Zoey, and Jonah Berger (2012), “When, Why, and How Controversy Causes Conversation,” Wharton working paper.

Подробности проекта «Ведьма из Блэр» ищите на www.en.wikipedia.org/wiki/The_Blair_Witch_Project.

Информация о Renova, португальской компании, выпускающей цветную туалетную бумагу: www.renovaonline.net/global/.

Подробности программ лояльности для постоянных клиентов найдены здесь: www.frequentflycrservices.com/prcss_room/facts_and_stats/frequent_flyer_facts.phpи www.prweb.com/releases/2011/1_Vprweb8925371.htm.

Информацию о том, как цели могу служить реперными точками и как отдельные этапы выполнения могут повлиять на мотивацию, можно узнать в: Heath, Chip, Richard P. Larrick, and George Wu (1999), “Goals as Reference Points,” Cognitive Psychology 38, 79–109; Amir, On, and Dan Ariely (2008), “Resting on Laurels: The Effects of Discrete Progress Markers as Sub-goals on Task Performance and Preferences,” Journal of Experimental Psychology: Learning, Memory, and Cognition 34, № 5, 1158–1171; и Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng (2006), “The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention,” Journal of Marketing Research 43, № 1, 39–56.

Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng (2006), “The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention,” Journal of Marketing Research, 43 (February), 39–58.

Solnick, S. J., and D. Hemenway (1998), “Is More Always Better? A Survey on Positional Concerns,” Journal of Economic Behavior and Organization , 37, 373–383.

Информация о кампании Burberry Art of the Trench представлена на www.blogs.wsj.com/source/2010/01/19/burbcrry%E2%80%99s-trench-website-too-good-to-be-true/и www.1to1media.com/weblog/2010/01/internet_marketing_from_the_tr.html.

Интервью с Беном Фишманом (Ben Fischman) 12 июня 2012 г. Спасибо Дэйву Бейтеру, рассказавшему мне эту замечательную историю.

Обсуждение того, как усилие влияет на определение ценности, ищите в Aronson, Elliot (1997), “The Theory of Cognitive Dissonance: The Evolution and Vicissitudes of an Idea,” в The Message of Social Psychology Perspectives on Mind in Society , ed Ciaig McGarty and S. Alexander Haslam (Maiden, Mass Blackwell Publishing), 20–35, и Aronson, Elliot, and Judson Mills (1959), “The Effect of Severity of Initiation on Liking for a Group,” Journal of Abnormal and Social Psychology 66, № 6, 584–588. См. также Sela, Aner, and Jonah Berger (2011), “Decision Quicksand How Trivial Choices Suck Us In,” Journal of Consumer Research , 39.

Подборка ценных работ о том, как дефицит влияет на ценность, см. Verhallen, Theo (1982), “Scarcity and Consumer Choice Behavior,” Journal of Economic Psychology 2 , 299–322, Worchel, S., J. Lee, and A. Adewole (1975), “Effects of Supply and Demand on Ratings of Object Value,” Journal of Personality and Social Psychology 32, 906–914, Fromkin, H. L., J. C. Olson, R. L. Dipboye, and D. Barnaby (1971), “A Commodity Theory Analysis of Consumer Preferences for Scarce Products,” Proceedings 79th Annual Convention of the American Psychological Association , 1971, pp. 653–654.

Спасибо Дэйву Бейтеру, что рассказал мне о McRib-локализаторе. Подробности истории ищите здесь: www.maxim.com/funny/the-cult-of-the-mcrib-Oи en.wikipedia.org/wiki/McRib.