1. Chapter 1
1.1. The Three Rules of Epidemics
1.1.1. Baltamore
1.1.1.1. Syphilis Epidemic
1.1.1.1.1. little changes big effect
1.1.2. Colorado
1.1.2.1. Gonorrhea Epidemic
1.1.2.1.1. nontransmitters
1.1.2.1.2. 168 people started epidemic
1.1.2.1.3. Enviroment
1.1.3. East St Louis, Missouri
1.1.3.1. Pool-halls and Ice skating rinks
1.1.3.1.1. Darnell "boss man" McGee
1.1.4. Buffelo near NY
1.1.4.1. 2 year period
1.1.4.1.1. Boss man clone
1.1.5. NYC
1.1.5.1. 1964 stabbing
1.1.5.1.1. Young Queens woman
1.1.6. The law of a few
1.1.6.1. The stickiness factor
1.1.6.1.1. The power of context
2. Chapter 3
2.1. Stickness factor
2.1.1. seseme street
2.1.1.1. attention of children
2.1.1.1.1. 3 mins long
2.1.1.1.2. kids dont pay attention to things they dont understand
2.1.1.2. mixed fantasy and reality to engage kids
2.1.1.2.1. distracted by muppets
2.1.1.3. for adults to watch to
2.1.1.3.1. adult humour puns
2.1.1.4. educate children
2.1.1.4.1. educate deprived areas so they had an advantage before pre-school
2.1.1.5. Joan Gantz Cooney started it
2.1.2. Blues clues
2.1.2.1. repeated 5 times a week
2.1.2.1.1. watched monday-wednesday, got bored on thursday, watched on friday
2.1.2.2. for children only
2.1.2.3. longer attention span
2.1.2.4. good interaction
2.1.2.5. better for learning
2.1.2.5.1. no confusion or hype
2.1.2.5.2. simple language
2.1.2.5.3. Clarify meanings by repition
2.1.3. advertising
2.1.3.1. Columbia Record Club
2.1.3.1.1. gold box
2.1.3.1.2. Winderman
3. Chapter 5
3.1. power of context
3.1.1. part 2
3.1.1.1. the magic number 150
3.1.1.1.1. ya-ya sisterhood
3.1.1.1.2. Dunbar
3.1.1.1.3. humans can only know 150 for a genunine social experience
4. Chapter 7
4.1. case study
4.1.1. suicide, smoking and the search for the unsticky cigarette
4.1.1.1. suicide
4.1.1.1.1. small town, Micronesian
4.1.1.2. smoking
4.1.1.2.1. teenage
4.1.1.2.2. seen as glamourous
4.1.1.2.3. salesmans starts them smoking
4.1.1.2.4. liked it the 1st time they smoked
4.1.1.2.5. higher sex drive
5. Introduction
5.1. Hush Puppies
5.1.1. Soho
5.1.1.1. Sucess
5.1.1.1.1. 1995 430,000 pairs sold
5.1.1.1.2. Every mall in America
5.1.1.1.3. 1996 Prize for best accessory
5.1.2. Innovators
5.1.2.1. Trend setters
5.1.2.1.1. Connecters
5.1.2.1.2. Designer Joel Fitzgerald
5.1.2.1.3. Actor Pee-Wee Herman
5.1.2.1.4. Designer John Bartlett
5.1.2.2. 20 kids started international trend
5.2. New York Crime
5.2.1. Brownsville
6. Chapter 2
6.1. The Law of the Few
6.1.1. Connectors
6.1.1.1. Paul Revere
6.1.1.1.1. american revolution
6.1.1.1.2. Silversmith
6.1.1.1.3. Connected with every regiment
6.1.1.2. Roger Hardow
6.1.1.2.1. 'collects people like he would collect stamps'
6.1.1.2.2. Happy just to have aqainstances
6.1.1.2.3. Natural conversationist
6.1.1.3. 6 degrees of seperation
6.1.1.3.1. surname experiment
6.1.1.3.2. Rod Steiger
6.1.1.4. What is a connector
6.1.1.4.1. are naturally interested in others
6.1.1.4.2. belong to many niches
6.1.1.4.3. allow access for other people into new niches
6.1.1.5. Lois Weisburg
6.1.1.5.1. commisioner for cultural affairs
6.1.1.5.2. has many different careers
6.1.1.5.3. see things in yourself that you dont
6.1.2. Salesmen
6.1.2.1. persuasive
6.1.2.2. Skilled
6.1.2.2.1. builds trust quickly
6.1.2.3. likable
6.1.2.3.1. charming
6.1.2.3.2. case study of news readers and polical influence
6.1.2.4. Tom Gau
6.1.2.4.1. small and suble action are more persuasive
6.1.2.4.2. rythmic body language
6.1.3. Marvens
6.1.3.1. gathers information
6.1.3.2. networks to pass on information
6.1.3.3. wants to help people
6.1.3.4. Mark Albert
6.1.3.4.1. quoted as unselfish
6.1.3.4.2. economist
6.1.3.4.3. Linda Price
6.1.3.5. case study
6.1.3.5.1. coffee bean buyer
6.1.3.5.2. Hotel information
6.1.4. Innovators
6.1.4.1. trend starters
6.1.4.2. different
6.1.4.3. goes between differnt niches
6.1.5. tranlators
6.1.5.1. make something usable
6.1.5.2. make something more mainstream
6.1.5.3. apply their own take to something
6.1.5.4. Take information from a specailist world and simplify for the rest of the population
6.1.6. sources
6.1.6.1. David Hackett Fischer , Paul Revere's Ride
6.1.6.2. Stanley Milgram, The Small World Problem
6.1.6.3. Carol Werner and Pat Parmelee, Similarity of activity preferences among friends:those who play together stay together
6.1.6.4. www.cs.virginia.edu/oracle/.
6.1.6.5. Mark Granovetter, getting a job
6.1.6.6. J. Jeffrey Inman, Leigh McAlister and Wayne D. Hoyer, promition signal: proxy for a price cut?
6.1.6.7. Linda Price and collegages, the market maven: a diffuser of marketplace information. types and amount of word of mouth coomunications about retailers. everyday market helping behavior.
6.1.6.8. Brian Mullen, newcasters' facial expressions and voting behavior: can a smile elect a president?
6.1.6.9. Gary Wells and Richard Petty, the effects of overt head movements on persuasion
6.1.6.10. Willian Condom, cultural microrhythms
6.1.6.11. Hatfield, Cacioppo and Rapson, emotional contagion
6.1.6.12. Howard Friedman, understanding and assessing nonverbal expressions. effect of individual differnces in nonverbal expressiveness on transmittion of emotion.
7. Chapter 4
7.1. Power of context
7.1.1. part 1
7.1.1.1. rise and fall of NY crime
7.1.1.1.1. subway
7.1.1.1.2. needles
7.1.1.1.3. Change of attitude
7.1.1.1.4. case study
8. Chapter 6
8.1. case study
8.1.1. rumors, sneakers, power of translation
8.1.1.1. airwalk shoes
8.1.1.1.1. innovators pick up on trend
8.1.1.1.2. became a fashion statement
8.1.1.1.3. was only sold in boutiques orginally
8.1.1.1.4. made for skate boarding
9. Conclusion
9.1. focus, test and believe
9.1.1. beauty salon
9.1.2. coverall look back at chapters