1. CONCLUSION: FOCUS, TEST, BELIEF
1.1. SADLER- CANCER AWARENESS,SALON ENVIRONMENT
1.2. SUMMARY
2. THE POWER OF CONTEXT (PT 1) BERNIE GOETZ & THE RISE AND FALL OF NY
2.1. ZIMBARDO, PRISON EXPERIMENT
2.2. GOETZ SHOT YOUTHS ON SUBWAY
2.3. GRAFFITI ON TRAINS
2.4. CONTEXTUAL CHANGE, CONTEXT YOUR IN EFFECTS RESULTS
2.5. SENSITIVITY TO CONDITIONS & CIRCUMSTANCES OF TIME & PLACES IN WHICH THEY OCCUR
2.6. CHEATING IN TESTS
3. THE POWER OF CONTEXT (PT 2) THE MAGIC NUMBER 150
3.1. CHANNEL, INTELLECTUAL CAPACITY
3.1.1. MUSIC NOTES,GLASSES OF ICE TEA WITH SUGAR,FLASH DOTS ON A SCREEN- ONLY DISTINGUISH BETWEEN 6-7 GROUPS
3.1.1.1. THE MAGIC NUMBER 7
3.1.1.1.1. GEORGE MILLAR
3.1.2. TELEPHONE NUMBERS EXCEDE HUMAN CHANNEL CAPACITY AT 8,9 DIGITS
3.1.2.1. JONATHAN COHEN MEMORY RESEARCHER, PRINCETON UNI
3.1.3. SYMPATHY GROUPS
3.1.3.1. BETWEEN 10 AND 15 PEOPLE WE BEGIN TO OVERLOAD
3.1.3.1.1. "MAN EVOLVED TO FEEL STRONGLY ABOUT FEW PEOPLE, SHORT DISTANCES, AND RELATIVELY BRIEF INTERVALS OF TIME; AND THESE ARE STILL THE DIMENSIONS OF LIFE IMPORTANT TO HIM"
3.1.4. SOCIAL CHANNEL CAPACITY
3.1.4.1. BRITISH ANTHROPOLGIST ROBIN DUNBAR
3.1.4.2. NEOCORTEX BIGGEST IN HUMANS AND PRIMATES
3.1.4.2.1. BIGGER IN RELATION TO GROUP SIZE
3.1.4.2.2. 147.5 ROUGHLY 150 PEOPLE WE CAN HAVE A GENUINE SOCIAL RELATIONSHIP WITH
3.2. PERSONAL DYNAMICS OF GROWTH
3.3. YA-YA SISTERHOOD
4. CASE STUDY: RUMOURS, SNEAKERS & THE POWER OF TRANSLATION
4.1. AIRWALK SHOES- AD CAMPAIGN
4.2. INNOVATORS AND EARLY ADOPTERS
4.3. NEEDLE PROGRAMME
5. CASE STUDY: SUICIDE, SMOKING, AND THE SEARCH FOR THE UNSTICKY CIGARETTE
5.1. SUICIDE- TO EXPERIENCE IT, NOT DEPRESSED, WOUNDED PRIDE
5.2. CONTAGIOUS EPIDEMIC
5.3. SMOKING-CONSIDERED COOL
5.4. 3 YEARS TO BE ADDICTED
5.5. CHIPPER -> REGULAR SMOKER
6. INTRODUCTION
6.1. RISE OF HUSH PUPPIE TREND
6.2. FALL OF NY CRIME RATE
6.3. CONTAGIOUSNESS-YAWNING
7. THE THREE RULES OF EPIDEMICS
7.1. BALTIMORE-TIPPING POINT OF SYPHILIS
7.2. DRUGS-SPREADING SYPHILIS
7.3. HIV,AIDS
7.4. THE LAW OF THE FEW,STICKINESS FACTOR, POWER OF CONTEXT
7.5. STABBING OF KITTY GENOVESE
8. THE LAW OF THE FEW: CONNECTORS, MAVENS & SALESMAN
8.1. SOCIAL EPIDEMICS REVERES & DAWES, WORD OF MOUTH(NIGHT)
8.2. HEADPHONE STUDY
8.3. CONNECTORS, PEOPLE WITH SPECIAL GIFT OF BRING THE WORLD TOGETHER
8.3.1. KNOW LOTS OF PEOPLE