MARC Record from Library of Congress

LEADER: 02462cam a22003734a 4500
001 2006046467
003 DLC
005 20070614082801.0
008 060504s2007 nyu b 001 0 eng
010 $a 2006046467
020 $a1400064287
020 $a9781400064281
035 $a(OCoLC)ocm68786839
035 $a(OCoLC)68786839$z(OCoLC)85030149
040 $aDLC$cDLC$dBAKER$dBTCTA$dC#P$dYDXCP$dBUR$dQP9$dMUQ$dVP@$dDLC
042 $apcc
050 00 $aHM1033$b.H43 2007
082 00 $a302/.13$222
100 1 $aHeath, Chip.
245 10 $aMade to stick :$bwhy some ideas survive and others die /$cChip Heath & Dan Heath.
250 $a1st ed.
260 $aNew York :$bRandom House,$cc2007.
300 $a291 p. ;$c22 cm.
504 $aIncludes bibliographical references (p. [259]-276) and index.
505 0 $aIntroduction: What sticks? -- 1. Simple -- 2. Unexpected -- 3. Concrete -- 4. Credible -- 5. Emotional -- 6. Stories -- Epilogue: What sticks.
520 $aUrban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas--business people, teachers, politicians, journalists, and others--struggle to make their ideas "stick." Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? Educators and idea collectors Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the "human scale principle," using the "Velcro Theory of Memory," and creating "curiosity gaps." In this fast-paced tour of success stories (and failures), we discover that sticky messages of all kinds--from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony--draw their power from the same six traits. This book that will transform the way you communicate ideas.--From publisher description.
650 0 $aSocial psychology.
650 0 $aContagion (Social psychology)
650 0 $aContext effects (Psychology)
700 1 $aHeath, Dan,$d1973-
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/toc/fy0711/2006046467.html
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/enhancements/fy0728/2006046467-d.html
856 41 $3Sample text$uhttp://www.loc.gov/catdir/enhancements/fy0728/2006046467-s.html
856 42 $3Contributor biographical information$uhttp://www.loc.gov/catdir/enhancements/fy0728/2006046467-b.html