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The tipping point summary essay

the tipping point summary essay

What causes a sudden drop in the crime rate of a major city? In December of 1996 he published an article on the idea of a tipping point, the moment when a social trend crosses a threshold and starts to spread like wildfire. SuperSummary, a modern alternative to SparkNotes and CliffsNotes, offers high-quality study guides that feature detailed chapter summaries and analysis of major themes, characters,"s, and essay topics. The project put into practice the so-called Broken Windows theory of criminal behavior, developed by criminologists George Kelling and James. Scarcity: Our minds are hardwired to value scarce resources, so limit availability of the promotion or your product. Malcolm Gladwell was a journalist for. The achievement of any spreading epidemic is profoundly reliant on the involvement of specific individuals with a significant social skill. As for selling products, marketers can use the following six psychological principles of influence to establish the environment: scarcity, majority, authority, beauty, reciprocity, and consistency. The Stickiness Factor, an epidemic spreads when the contagious agent, the product, is naturally infectious, or sticky to use the broadcasting term.

The Power of Context, finally, the spread of an epidemic will depend on whether the context is right. Gladwell introduces us to three essential rules of epidemics: the Law of the Few, the Stickiness Factor and the Power of Context.  The Law of the Few. The Law of the Few says a key factor in epidemics is the role of the messenger: it spreads through word-of-mouth transmission.  A show is sticky when we dont want to switch channels, and Gladwell gives examples from television and books to show how small tweaks to increase relevance, talk-ability and memorability can have a massive effect on success. All this happened basically by word of mouth, without an advertising campaign by the manufacturer. Lastly, the spread of an epidemic depends on the local environment.

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While these types of low-key methods are often dismissed as solutions that treat symptoms rather than the problem, Gladwell claims that its exactly these types of small, focused actions that over time can build to a tipping point. He selects examples from a wide variety of social situations to illustrate how an idea or trend can become contagious, spreading quickly from a small beginning to a mass audience. Gladwell continues explaining tipping with a medical epidemic of syphilis in Baltimore. But what does Malcolm Gladwells influential bestseller actually advocate, and how can it be applied to real world marketing? One of these was cleaning up graffiti in the subway system. A nurse trying to raise breast cancer awareness among African-American women targeted hair salons as the environment in which to spread her message. Gladwells notion on epidemics and human behavior uses a combination of scientific fields such as psychology, epidemiology, sociology, intragroup and intergroup dynamics to explain the spread of social and cultural behaviors. These individuals are described as connectors, mavens and salesmen, in which they are responsible for spreading trends, social styles, and phenomena in a similar way. Journal of Product Management (2000) which provides ten critical factors that makes a product sticky: uniqueness, aesthetics, association, engagement, excellence, expressive value, functional value, nostalgic value, personification, and cost. Under what circumstances can a political cause explode into a revolutionary mass movement? In 1993, a tipping point was reached and the crime rate decreased dramatically. Although he does not address consumer products more generally, the recent meta-analysis 90 percentage of research papers don't get ready of a wide range of cult brands in the Journal of Product Management (2000) shows us the ten critical factors that make any product sticky or infectious: Uniqueness: clear one-of-a-kind differentiation, aesthetics: perceived.