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1、THETIPPINGPOINTHowLittleThingsCanMakeaBigDifferenceMALCOLMGLADWELLLITTLE,BROWNANDCOMPANYBOSTON•NEWYORK•LONDONCopyright©2000byMalcolmGladwellAllrightsreserved.Nopartofthisbookmaybereproducedinanyformorbyanyelectronicormechanicalmeans,includinginformationstorageandretrievalsystems,without
2、permissioninwritingfromthepublisher,exceptbyareviewerwhomayquotebriefpassagesinareview.FirstEditionTheauthorisgratefulforpermissiontoincludethefollowingpreviouslycopyrightedmaterial:ExcerptsfrominterviewsonMarketMavensvideotapebyLindaPrice,LawrenceF.Feick,andAudreyGuskey.Reprintedbyperm
3、issionoftheauthors.ExerptsfromDanielWegner,"TransactiveMemory:AContemporaryAnalysisoftheGroupMind."JournalofPersonalityandSocialPsychology(1991),vol.61,no.6.Reprintedbypermissionoftheauthor.ExerptsfromDonaldH.Rubinstein,"LoveandSuffering:AdolescentSocial•izationandSuicideinMicronesia,"C
4、ontemporaryPacific(Spring1995),vol.7,no.l,and"EpidemicSuicideAmongMicronesianAdolescents."SocialScienceandMedicine(1983).vol.17.Reprintedbypermissionoftheauthor.ExcerptsfromPaulRevere'sRidebyDavidHackettFischer.Copyright©1994byOxfordUniversityPress.Reprintedbypermissionofthepublisher.Li
5、braryofCongressCataloging-in-PublicationDataGladwellMalcolm.Thetippingpoint:howlittlethingscanmakeabigdifference/byMalcolmGladwell.p.cm.Includesindex.ISBN0-316-31696-21.Socialpsychology,2.Contagion(Socialpsychology)3.Causation.4.Contexteffects(Psychology)I.Title.HM1033.G532000302--dc219
6、9-04757610987654321Design:MerylSussmanLevavi/Digitext,Inc.PrintedintheUnitedStatesofAmericaTomyparents,JoyceandGrahamGladwellContentsIntroduction3ONETheThreeRulesofEpidemics15TWOTheLawoftheFew:Connectors,Mavens,andSalesmen30THREETheStickinessFactor:SesameStreet,Blue'sClues,andtheEducati
7、onalVirus89VIIITHFTIPPINGPOINTFOURThePowerofContext(PartOne):BernieGoetzandtheRiseandFallofNewYorkCityCrime133FIVEThePowerofContext(PartTwo):TheMagicNumberOneHundredandFifty169SIXCaseStudy:Rumors,Sneakers,andthePowerofTranslation193SEVENCaseStudy:Suicide,Smoking,andtheSearchfor
