1. The Stickiness Factor
1.1. Sesame Street
1.1.1. made childrens television sticky
1.1.1.1. through small critical adjustments
1.1.2. Joan Gants Cooney
1.1.2.1. spread literacy epidemic
1.2. Blues Clues
1.2.1. stickiest tv show ever
1.2.1.1. repetition
1.2.1.2. literal
1.2.1.3. pauses for children's interaction
1.3. The Educational Virus
1.4. Gold Box Syndrome
1.4.1. Lester Wunderman
1.4.1.1. interactive advertising system
1.4.1.1.1. New node
1.5. Tetnus Shot Experiment
1.5.1. Howard Levanthal
1.5.1.1. knew which information to include for best results
2. Power of Context 1
2.1. Rise and Fall of New York City Crime
2.1.1. Crime Rate
2.1.1.1. Michael Massing, "The Blue Revolution," in New York Review of Books, November 19,1998,pp.32-34.
2.1.1.2. 1990's
2.1.1.2.1. murders
2.1.1.2.2. serious felonies
2.1.1.3. 1980's
2.1.1.3.1. murders
2.1.1.3.2. serious felonies
2.1.1.4. Epidemic
2.1.1.4.1. criminals
2.1.2. Broken Window Theory
2.1.2.1. Crime is Contagious
2.1.2.2. Criminologists: James Q. Wilson and George Kelling
2.1.2.3. Crime is Inevitable
2.1.2.4. Graffiti/ aggression/ public disorder
2.1.2.4.1. Tipping Point is physical enviromental aspect
2.1.2.5. George L. Kelling and Catherine M. Coles, Fixing Broken Windows (New York: Touchstone, 1996,p. 20.
2.1.3. The NY City Subway
2.1.3.1. Problems
2.1.3.1.1. Graffiti and Vandalism of Trains
2.1.3.1.2. Fare Beating
2.1.3.1.3. Public Intimidated
2.1.3.2. Solutions
2.1.3.2.1. David Gunn
2.2. Bernie Goetz
2.2.1. shot at youths demanding his money
2.2.1.1. George P. Fletcher, A Crime of Self Defense (New York: Free Press, 1988).
2.2.1.2. reacted in this way due to his enviroment
2.2.1.2.1. previously mugged
2.2.1.2.2. his childhood
2.2.1.2.3. lived in rough/ run down area
2.2.1.2.4. Lillian Rubin, Quiet Rage: Bernie Goetz in a Time of Madness (New York: Farrar, Straus and Giroux, 1986).
2.2.1.3. did what others did not dare
2.2.1.3.1. sort of protest against crime
2.2.2. considered a hero in 1980's
2.3. Cheating in Tests
2.3.1. depends on enviroment
2.3.1.1. home
2.3.1.1.1. cheat
2.3.1.2. school
2.3.1.2.1. don't cheat
2.3.1.3. Hugh Hartshorne and Mark May, "Studies in the Organisation of Character," in H. Munsinger (ed.), Readings In Child Development (New York: Holt, Rinehart and Winstonm, 1971),pp. 190-197.
2.4. Prison University Experiment
2.4.1. sensitivity to enviroment
2.4.1.1. change behaviour
2.4.1.1.1. pacifists turn to disciplinarians
2.4.1.1.2. prisions 'nasty' places due to the enviroment
2.4.2. Philip Zimbardo
2.4.3. Craig Haney, Curtis Banks, and Philip Zimbardo, "Interpersonal Dynamics in a Simulated Prison," International Journal of Criminology and Penology (1973), no. I, p73.
3. Power of Context 2
3.1. The Magic Number 150
3.1.1. most efficient number of workers
3.1.1.1. strangers
3.1.1.2. divided
3.1.2. 150+ = problem
3.1.2.1. harmony
3.1.2.2. order
3.2. YaYa Sisterhood
3.2.1. social epidemic
3.2.1.1. groups play critical role
4. Case Study 1
4.1. Airwalk shoes
4.1.1. Innovators
4.1.1.1. early adopters
4.1.2. ad-campaign
4.2. Tackling Drug Problem (Baltimore)
4.2.1. clean needle van
4.2.2. HIV infected needles spread disease
4.2.3. Super-exchangers
4.2.3.1. make profit from wholesale
4.2.3.2. connectors
4.2.3.2.1. once educated they could help fix problem
5. Case Study 2
5.1. suicide
5.1.1. Micronesia
5.1.1.1. David Philips conducted studies
5.1.1.2. young males
5.1.1.2.1. to experience thrill
5.1.1.2.2. wounded pride
5.2. smoking
5.2.1. childhood memories
5.2.2. to be considered cool
5.2.3. stickiness factor
5.2.3.1. 3 years to become addicted
5.2.3.2. dopamine
5.2.3.2.1. released by nicotine
5.3. unsticky cigarettes
5.3.1. chipppers
5.3.1.1. not addicted
5.3.2. Bupropion - Zyban
5.3.2.1. increases dopamine
5.3.2.1.1. no desire to smoke
6. Introduction
6.1. Contagiousness (Yawning)
6.2. Rise of Hush Puppies trend
6.3. New York Crime
7. The 3 Rules of Epidemics
7.1. Syphillis Epidemis (Baltimore)
7.2. HIV / AIDS
7.2.1. spread by drugs
7.2.2. Darnell "Boss Man" McGee
7.3. 1. Stickiness Factor
7.3.1. making contagious message memorable
7.4. 2. Law of the Few
7.5. 3. Power of Context
7.6. Stabbing of Kitty Genovese
8. The Law of the Few
8.1. 6 Degrees of Separation
8.2. Connectors
8.2.1. bring the world together
8.2.1.1. Paul Revere
8.2.1.1.1. word of mouth epidemic
8.2.1.1.2. 'night ride'
8.2.1.2. Roger Horchow
8.2.1.2.1. knows many people
8.3. Maven
8.3.1. accumulates knowledge
8.3.1.1. Mark Alpert
8.3.1.1.1. provides help
8.3.1.1.2. part of word of mouth epidemics
8.4. Salesmen
8.4.1. those with skills to persuade
8.4.1.1. Tom Gau
8.4.1.2. Peter Jennings ABC
8.4.1.2.1. American Election
8.4.1.2.2. signals affection (charismatic)
8.4.1.2.3. infects other with emotions
8.5. Social Epidemics
9. Conclusion
9.1. Georgia Sadler Campaign
9.1.1. diabetes and breast cancer awareness
9.1.1.1. familiar enviroment (salon)
9.1.1.2. trusting relationship (hairdresser)