The Tipping Point by Malcolm Gladwell

Author:Malcolm Gladwell
Language: eng
Format: mobi, epub, pdf
Tags: Context effects (Psychology)
ISBN: 9780316346627
Publisher: Back Bay
Published: 2002-03-14T05:00:00+00:00

4.

In chapter 2, when I was discussing what made someone like Mark Alpert so important in word of mouth epidemics, I talked about two seemingly counterintuitive aspects of persuasion. One was the study that showed how people who watched Peter Jennings on ABC were more likely to vote Republican than people who watched either Tom Brokaw or Dan Rather because, in some unconscious way, Jennings was able to signal his affection for Republican candidates. The second study showed how people who were charismatic could—without saying anything and with the briefest of exposures—infect others with their emotions. The implications of those two studies go to the heart of the Law of the Few, because they suggest that what we think of as inner states—preferences and emotions—are actually powerfully and imperceptibly influenced by seemingly inconsequential personal influences, by a newscaster we watch for a few minutes a day or by someone we sit next to, in silence, in a two minute experiment. The essence of the Power of Context is that the same thing is true for certain kinds of environments—that in ways that we don’t necessarily appreciate, our inner states are the result of our outer circumstances. The field of psychology is rich with experiments that demonstrate this fact. Let me give you just a few examples.

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