Made to Stick

See also Curse of Knowledge
accounting, case study teaching
methods for, 107–9
action
prerequisites for, 168–69, 206
stories as spur to, 206, 222, 227, 234,
274–75n. 226
Ad Council, 22, 66–67
Adams, Hoover, 42–45, 48, 71–72
“advanced organizers” (teaching
strategy), 92–93
advertisements
antismoking, 135, 136, 169–71,
177
mail-order, 177–80, 182
templates for success of, 22–24, 225,
260n. 22
unexpectedness in, 66–67
Aesop, 98–99, 100, 223
Africa
fundraising appeals for, 165–68, 182
U.S. aid to, 264n. 78
World Bank projects in, 231–33, 257
AIDS, NBA rookie orientation on,
162–63
Ainscow, Geoff, 141, 142, 147, 150
algebra
reasons to study, 192–95
word problems and, 214
See also mathematics
Alien (film), 58–59
American Legacy Foundation, 169–70
analogies, 57, 59
in advertising, 260n. 22
algebra as mental weight training,
194–95
generative (Disney employees as
cast), 60–62
for statistics, soccer team and
company, rock from sun to earth,
143–47, 149–50
See also “Emotional Tank” analogy;
schemas
Analytical Hat (resistance to emotional
appeals), 167, 171, 203
antiauthorities, as sources of credibility,
134–37, 155, 156, 164, 223
Aristotle, 226
Arledge, Roone, 90–92, 248, 254
Armstrong, Lance, 175, 176, 227

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Army, U.S.
Commander’s Intent and, 25–27, 28,
46
mess hall in Iraq, 185–87, 191
Asia, math teaching in, 104–6, 108, 254
associations, emotional power of,
171–77, 199, 200–1, 256, 270n.
171
See also emotions; “semantic
stretch”
attention, ways to command, 64–66,
68–69, 80–85, 97, 194, 264n. 80
See also credibility; curiosity;
emotions; mysteries; stories;
unexpectedness
audience
as judge of “stickiness,” 240
as source of credibility, 150, 157,
163–64
the unpassive audience, 208–210
See also credentials, testable;
credibility
authorities, as sources of credibility,
133–34, 137, 155, 156, 164
“availability bias,” 159–61
baby, in neonatal unit, 204–6
bacteria
as scientific cause of ulcers, 130–32,
250, 255
flesh-eating, on bananas, 133
Beatles, “Hey Jude,” 110
Bechky, Beth, 114, 115
Begala, Paul, 29
belief. See credibility
Bell Laboratories, 93, 94, 95
Best, Joel, 14, 259n. 13
Beyond War movement, 141–43,
147
Bible stories. See David and Goliath;
Good Samaritan
“bird in hand” proverb, 47, 61
See also proverbs
Blumkin, Rose, 225, 227
Boeing 727, design goals for, 116
Bollywood, film shipping for, 151–52
Borthick, Faye, 107
Boyfriend’s Death (urban legend),
137–38
Braungart, Michael, 153, 154
Brock, Timothy C., 273n. 206
Brown Eyes, Blue Eyes, 111–13, 266n.
111
Brunvand, Jan, 138, 268n. 138
“Bubba” (antilitter campaign target),
196–99
Buckman, Alyson, 216–17
Buffett, Warren, 225
Built to Last (Collins), 73
“burying the lead,” 32, 34, 41, 77
buzzwords, abstract nature of, 99–100,
235–37
cable TV, promotional study for,
180–82
California, environmental protection
in, 100–4
Caples, John, 177–80, 181, 182, 187,
196
caring
as prerequisite for action, 168–69,
171
ways to evoke, 171–203, 206
See also associations; empathy;
identity; self-interest; stories
Carnegie Mellon University, charitable
giving survey by, 165–67
Carter-Reagan debate (1980), 17, 158
Carville, James, 29, 33–34, 50, 239–40
celebrities, as authorities, 134
cell-phone task learning, 259–60n. 19
Center for Disease Control (CDC),
website for, 232
Center for Science in the Public
Interest (CSPI), 6–8, 14, 146
Cervantes, Miguel de, 47, 48
282
I N D E X

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Challenge plot, for inspirational stories,
226–27, 229, 230, 231, 249, 257,
274–75n. 226
charitable giving, psychology of,
165–68