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people who stole petrified wood:
Cialdini, Robert B., Linda J. Demaine, Brad J. Sagarin, Daniel W.
Barrett, Kelton Rhoads, and Patricia L. Winter (2006), “Managing Social Norms for Persuasive
Impact,”
Social Influence
1, no. 1, 3–15.
5.
Practical Value
If you had to pick someone:
Interview with Ken Craig, February 20, 2012. A clip of Ken’s corn trick
can be seen at
http://jonahberger.com
.
Kahneman received the Nobel:
For a popular treatment of prospect theory, see Kahneman’s book
Thinking, Fast and Slow
(2011), from Farrar, Straus and Giroux. For a more academic treatment,
see Kahneman, Daniel, and Amos Tversky (1979), “Prospect Theory: An Analysis of Decision
Under Risk,”
Econometrica
47 (1979), 263–91. Many of the scenarios discussed in this chapter
are adapted from Richard Thaler’s work on mental accounting. See Thaler, Richard (1980),
“Toward a Positive Theory of Consumer Choice,”
Journal of Economic Behavior and
Organization
1, 39–60; and Thaler, Richard (1985), “Mental Accounting and Consumer Choice,”
Marketing Science
4, 199–214.
To test this possibility:
Anderson and Simester’s research can be found at Anderson, Eric T., and
Duncan I. Simester (2001), “Are Sale Signs Less Effective When More Products Have Them?”
Marketing Science
20, no. 2, 121–42.
buy a new clock radio:
Adapted from Thaler, “Toward a Positive Theory of Consumer Choice,” 39–
60.
While noting something is on sale:
A good deal of research has examined how saying something is
on sale affects perceived value. For examples, see Blattberg, Robert, Richard A. Briesch, and
Edward J. Fox (1995), “How Promotions Work,”
Marketing Science
14, no. 3, 122–32; Lattin,
James M., and Randolph E. Bucklin (1989), “Reference Effects of Price and Promotion on Brand
Choice Behavior,”
Journal of Marketing Research
26, no. 3, 299–310; and Raju, Jagmohan S.
(1992), “The Effect of Price Promotions on Variability in Product Category Sales,”
Marketing
Science
11, no. 3, 207–20. For an empirical investigation of how sale signs affect purchase, see
Anderson and Simester, “Are Sale Signs Less Effective,” 121–42.
quantity purchase limits increase sales:
Inman, Jeffrey J., Anil C. Peter, and Priya Raghubir (1997),
“Framing the Deal: The Role of Restrictions in Accentuating the Deal Value,”
Journal of
Consumer Research
24 (June), 68–79.
This increases Practical Value:
For evidence on how restrictions on who can get access to a deal
affect perceived value, see Schindler, Robert M. (1998), “Consequences of Perceiving Oneself as
Responsible for Obtaining a Discount: Evidence for Smart-Shopper Feelings,”
Journal of
Consumer Psychology
7, no. 4, 371–92.
whether a discount seems larger:
For evidence that perceived value is affected by absolute and
relative discounts, see Chen, S.-F. S., K.B. Monroe, and Yung-Chein Lou (1998), “The Effects of
Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions,”
Journal
of Retailing
74, no. 3, 353–72.
You may have heard:
See the following for a discussion of the link between vaccines and autism and
the consequences of the false information: McIntyre, Peter, and Julie Leask (2008), “Improving
Uptake of MMR Vaccine,”
British Medical Journal
336, no. 7647, 729–30; Pepys, Mark B.
(2007), “Science and Serendipity,”
Clinical Medicine
7, no. 6, 562–78; and Mnookin, Seth (2011),
The Panic Virus
(New York: Simon and Schuster).
6.
Stories
battle took place around 1170 BC:
Estimates of the timing of the Trojan Horse come from this paper:
Baikouzis, Constantino, and Marcelo O. Magnasco (2008), “Is an Eclipse Described in
The
Odyssey
?”
Proceedings of the National Academy of Sciences
105, no. 26, 8823–28.
Stories . . . help us make sense of the world:
Baumeister, Roy F., Liquing Zhang, and Kathleen D.
Vohs (2004), “Gossip as Cultural Learning,”
Review of General Psychology
8, 111–21.
we’re much more likely to be persuaded:
For research related to how stories can make it harder to
counterargue, see Kardes, Frank R. (1993), “Consumer Inference: Determinants, Consequences,
and Implications for Advertising,” in
Advertising Exposure, Memory and Choice
, ed. Andrew A.
Mitchell (Hillsdale, N.J.: Erlbaum), 163–91.
He lost all that weight:
See
http://en.wikipedia.org/wiki/Jared_Fogle
for an overview of the Jared
story.
So he created a short film:
The backstory came from an interview with Tim Piper on June 18, 2012.
The “Evolution” video can be seen at
http://jonahberger.com
.
2 percent of women describe themselves as beautiful:
This fact comes from Etcoff, Nancy, Susie
Orbach, Jennifer Scott, and Heidi D’Agostino (2004),
The Real Truth About Beauty: A Global
Report;
retrieved
on
June
1,
2012,
from
http://www.scribd.com/doc/16653666/1/%E2%80%9CTHE-REAL-TRUTH-ABOUT-BEAUTY-
A-GLOBAL-REPORT%E2%80%9D
.
double-digit
sales
growth:
See
http://www.marketingvox.com/dove_evolution_goes_viral_with_triple_the_traffic_of_super_bowl_spot-
022944/
retrieved
on
May
15,
2012.
Also
see
http://en.wikipedia.org/wiki/Evolution_%28advertisement%29
.
Canadian Ron Bensimhon:
http://news.bbc.co.uk/2/hi/europe/3579148.stm
.
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