Made To Stick

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1、Madetostick:whysomeideassurviveandothersdieChipHeath&DanHeathCopyright©2007byChipHeathandDanHeathAllrightsreserved.PublishedintheUnitedStatesbyRandomHouse,animprintofTheRandomHousePublishingGroup,adivisionofRandomHouse,Inc.,NewYork.RandomHouseandcolophonareregisteredtrademarksofRandomHouse,In

2、c.ISBN978-1-4000-6428-1LibraryofCongressCataloging-in-PublicationDataHeath,Chip.Madetostick:whysomeideassurviveandothersdie/ChipHeath&DanHeathp.cm.Includesindex.ISBN-13:978-1-4000-6428-11.Socialpsychology.2.Contagion(Socialpsychology).3.Contexteffects(Psychology).I.Heath,Dan.'II.Title.HM1033.

3、H4320073O2'.13-dc222006046467PrintedintheUnitedStatesofAmericaonacid-freepaperwww.atrandom.com6897DesignedbyStephanieHuntworkToDad,fordrivinganoldtanChevettewhileputtingusthroughcollege.ToMom,formakingusbreakfasteverydayforeighteenyears.Each.INTRODUCTIONWHATSTICKS?3Kidneyheist.Moviepopcorn.St

4、icky=understandable,memorable,andef-fectiveinchangingthoughtorbehavior.Halloweencandy.Sixprinciples:SUCCESs.Thevillain:CurseofKnowledge.It'shardtobeatapper.Creativitystartswithtemplates.CHAPTER1SIMPLE25Commander'sIntent.THElow-fareairline.Buryingtheleadandtheinvertedpyramid.It'stheeconomy,stu

5、pid.Decisionparalysis.Clinic:Sunexposure.Names,names,andnames.Simple=core+compact.Proverbs.ThePalmPilotwoodblock.Usingwhat'sthere.Thepomeloschema.Highconcept:Jawsonaspaceship.Generativeanalogies:Disney's"castmembers."CHAPTER2UNEXPECTED63Thesuccessfulflightsafetyannouncement.Thesurprisebrow.Gi

6、mmickysur-priseand"postdictability."Breakingtheguessingmachine."TheNordiewho...""NoschoolnextThursday."Clinic:Toomuchonforeignaid?Saturn'srings.Movieturningpoints.Gaptheoryofcuriosity.Clinic:Fund-raising.Prim-ingthegap:NCAAfootball.Pocketableradio.Manonthemoon.CHAPTER3CONCRETE98Sourgrapes.Lan

7、dscapesaseco-celebrities.Teachingsubtractionwithlessab-straction.Soap-operaaccounting.Velcrotheoryofmemory.Browneyes,blueeyes.Engineersvs.manufacturers.TheFerrarisgotoDisneyWorld.Whitethings.Theleathercomputer.Clinic:Oralrehydrationtherapy.Ha