Suzanne Kangiser, “Imagination in Story Response: Relationships Between
Imagery, Affect, and Structural Importance,”
Reading Research Quarterly 23
(1988), 320–36.
170 “
We felt that [the Truth ads]”: “Smoke Signals,”
LA Weekly, November
24–30, 2000 (also found at www.laweekly.com/ink/01/01/offbeat.php).
170
American Journal of Public Health: The comparison of the “Truth” and
“Think. Don’t Smoke” campaigns is in Matthew C. Farrelly, et al, “Getting
to the Truth: Evaluating National Tobacco Countermarketing Campaigns,”
American Journal of Public Health 92 (2002), 901–7.
171
associating themselves with emotions: This principle has been well-known
since Ivan Pavlov won the Nobel Prize for teaching
dogs to salivate in re-
sponse to a bell. A fun discussion of the power of association is found in the
chapter on “Liking” in Robert Cialdini’s book
Influence: The Psychology of
Persuasion (New York: Quill, 1993). Cialdini opens with the dilemma of the
weatherman in a rainy city who regularly receives hate mail because viewers
associate him with the news he delivers; he also discusses research on the
“luncheon technique” that showed people were more likely to endorse polit-
ical statements that they first heard while eating lunch. Cialdini’s book is the
classic study on influence and one of the best books in the social sciences.
171
“Rashomon can be seen as”: C. Vognar, “Japanese Film Legend Kurosawa
Dies at 88,”
Dallas Morning News, September 7, 1998, 1A.
172
In 1929, Einstein protested: Einstein’s comments about the way people
used the term
relativity is from David Bodanis,
E = mc
2
: A Biography of the
World’s Most Famous Equation (New York: Walker & Company, 2000).
Quotes are on pages 84 and 261.
173
Research conducted at Stanford and Yale: Chip Heath and Roger Gould,
“Semantic Stretch in the Marketplace of Ideas,” working paper, Stanford
University, 2005.
In this paper, Chip and Roger also showed that extreme syn-
onyms for the word
good (e.g.,
fantastic or
amazing) are increasing in use
faster than synonyms that are less extreme (
okay or
pretty good), and that ex-
treme synonyms for
bad (
awful versus
bad) show the same pattern. Either se-
mantic stretch is happening or the world is becoming simultaneously much
better and much worse.
175
Sportsmanship was once a powerful idea: Jim Thompson,
The Double-Goal
Coach: Positive Coaching Tools for Honoring the Game and Developing Win-
ners in Sports and Life (New York: HarperCollins, 2003). Chapter 4 talks
about the problems with sportsmanship and the idea of Honoring the Game.
177
In 1925, John Caples: The classic book on mail-order advertising is John
270
N O T E S
Caples,
Tested Advertising Methods, 5th ed., revised by Fred E. Hahn (Para-
mus, N.J.: Prentice Hall, 1997). Mail-order ads are frequently schlocky, but,
as we say in the text, they’re one of the few places where advertisers get im-
mediate, measurable feedback about what is and isn’t working. That means
that there’s often a lot of wisdom to be gained in
understanding why they look
the way they do—someone has tested every attribute.
179
Jerry Weissman, a former TV producer: Jerry Weissman,
Presenting to Win:
The Art of Telling Your Story (New York: Financial Times Prentice Hall,
2003). The quote is on page 18.
180
“Don’t say, ‘People will enjoy’ ”: Caples/Hahn,
Tested Advertising, 133.
180
Cable TV in Tempe: W. Larry Gregory, Robert B. Cialdini, and Kathleen M.
Carpenter, “Self-Relevant Scenarios as Mediators of Likelihood Estimates
and Compliance: Does Imagining Make It So?”
Journal of Personality and
Social Psychology 43 (1982): 89–99.
183
In 1954, a psychologist named Abraham Maslow: Abraham Maslow,
Moti-
vation and Personality (New York: Harper, 1954).
183
Subsequent research suggests that the hierarchical: See any introductory
book in psychology. Every textbook author prints a picture of Maslow’s hier-
archy because it’s a great graphic, then confesses that the hierarchical aspect
of his theory didn’t quite work.
184
Imagine that a company offers: The bonus and new job-framing studies are
from Chip Heath, “On the Social Psychology of Agency Relationships: Lay
Theories of Motivation Overemphasize Extrinsic Rewards,”
Organizational
Behavior and Human Decision Processes 78 (1999): 25–62.
186
Dining in Iraq: The Floyd Lee story is from a marvelous article by Julian
E. Barnes, “A Culinary Oasis,”
U.S. News & World Report, December 6,
2004, 28.
187
The Popcorn Popper and Political Science: The popcorn popper story is
from Caples/Hahn,
Tested Advertising, 71.
188
When faced with affirmative action: Donald Kinder, “Opinion and Action
in the Realm of Politics,” in
Handbook of Social Psychology, ed. Daniel T.
Gilbert, Susan T. Fiske, and Gardner Lindzey, 4th ed. (London: Oxford Uni-
versity Press, 1988), 778–867. The extended quote is from page 801.
190
A related idea comes from James March: James March describes the two
patterns of making decisions—consequence versus identity—in Chapters 1
and 2 of James G. March,
A Primer on Decision Making (New York: Free
Press, 1994).
Economic analysis, in particular, assumes that all decisions are
made on the basis of consequences, so it makes incorrect predictions in a
N O T E S
271
number of arenas where identity is important; most economists would be sur-
prised that the “Don’t Mess with Texas” campaign would work without im-
posing fines for littering.
192
In a 1993 conference on “Algebra”: Message 1 in the Idea Clinic is from
Joseph G. Rosenstein, Janet H.
Caldwell, and Warren G. Crown,
New Jersey
Mathematics Curriculum Framework (New Jersey: New Jersey Department of
Education, 1996).
194
message
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