Made to Stick

See also Caples, John
“Think. Don’t Smoke.” (ad campaign),
170–71
Thinkwell (publishing company), 10
Thompson, Jim, 158–59, 174–77,
268–69n. 158, 270n. 175
Tipping Point, The (Gladwell), 13
Titanic (film), 229, 234
Tolstoy, Lev N., 23
Toyota corporation, 201
Trading Places (film), 82–83
transistor radios, as Sony concept,
93–95, 96, 97, 116, 123
Truth campaign (antismoking ads),
169–71
Turning Points, in movie scripts, 83–84
Tversky, Amos, 35–36
ulcers, bacterial causes of, 130–32,
163–64, 250, 255
Ullrich, Jan, 175
unexpectedness
in advertisements, 66–67, 69–70
emotional reactions to, 68–69,
70–71, 96, 263n. 68
as “stickiness” principle, 16, 63–97,
125, 129, 149–50, 194, 215, 217,
222, 237, 247–48, 254
See also attention, ways to com-
mand; curiosity
“unique,” semantic stretch of term,
173–74
United States Department of Agricul-
ture (USDA), 6–7
Unmasking the Face (Ekman), 68
urban legends, 11, 225–26, 267n. 133,
268n. 138
kidney theft ring, 3–4
boyfriend’s death, 137–38
See also rumors
Vassalo, Trae, 49–50
Velcro theory of memory, 109–11, 214,
254
viruses, diseases caused by, 132
visualization
cable TV experiment, 180–82
process vs. outcome, 210–12
experiments on, 212–13
Warren, Rick, 128, 129, 267n. 128
Warren, Robin, 130–32
Washington, D.C., arts organization
workshop in, 139–40
Weissman, Jerry, 179
Wendy’s (fast-food chain), commercials
for, 155–57
“Where’s the beef?” 155–57
White, Randy, 197
white things exercise, 119–20
Whittlesea, Bruce, 70
Whys, Five, 201
WIIFY (“what’s in it for you”), 179–80,
189, 203, 256
Williams, Lisa, 70
Winfrey, Oprah, 148, 221
“wolves” advertisement, 69–70, 71
Wood, Karen, 63–65
World Bank, 231–33, 235, 249, 257
World War II, slogans from, 22, 67
Xerox repair story, 206–8, 214
Yamashita, Keith, 116–17
Zambia, health care efforts in, 232,
233, 235, 257
I N D E X
291

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a b o u t   t h e   a u t h o r s
C h i p   H e a t h
is a professor of organizational
behavior in the Graduate School of Business
at Stanford University. He lives in Los Gatos,
California.
Da n   H e a t h
is a consultant at Duke Corpo-
rate Education. A former researcher at Har-
vard Business School, he is a co-founder of
Thinkwell, an innovative new-media text-
book company. He lives in Raleigh, North
Carolina.

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a b o u t   t h e   t y p e
This book was set in Electra, a typeface de-
signed for Linotype by W. A. Dwiggins, the
renowned type designer (1880–1956). Elec-
tra is a fluid typeface, avoiding the contrasts
of thick and thin strokes that are prevalent in
most modern typefaces.