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Author Berger, Jonah.

Title How ideas spread [videorecording (DVD)] / Professor Jonah Berger, The Wharton School, University of Pennsylvania.

Publication Info. Chantilly, Virginia : Teaching Company, 2014.
Location Call No. Status
 Nichols Adult Great Courses  658.8342 BER    AVAILABLE
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Description 2 videodiscs (approximately 360 min.) : sound, color ; 4 3/4 in. + 1 course guidebook (iv, 89 pages : illustrations ; 19 cm)
Series Great courses (DVD). Professional.
Note Course number 5332.
Contents Disc 1 -- Social epidemics : why things catch on -- The basics of consumer psychology -- The impact of triggers on consumer choice -- Simple rules to make ideas stick -- The social influence of conformity -- The social influence of divergence -- Disc 2 -- Word of mouth : powerful and persuasive -- The social currency of shared ideas -- Messages that go viral -- Social networks : channels of influence -- Social influencers : myths and science -- Tracking results : big data, little data.
Performer Lectures by Jonah Berger, professor at The Wharton School University of Pennsylvania.
Summary From the coursebook. Things often catch on and become popular. Movies become blockbusters, and books make the best-seller list. Rumors circulate widely, and political ideas become the talk of the town. But one important consideration is why some things succeed and spread while others fail. Some catchphrases propagate, and others languish. Some rumors circulate extensively, but others die quickly. Some ideas propagate so effectively that they end up invading entire populations. But why? What separates contagious ideas from those that are less contagious? This course examines the suprising science behind why things catch on. From movies and consumer products to exercise trends and workplace rumors, our daily lives are filled with examples of things that catch on and die out. But while it's easy to identify examples of popular products and ideas, we often understand less about how they got that way. You might think that it's all about price, quality, and advertising -- that higher-quality or lower-priced products are the ones that win out, or that things with a larger advertising budget are more likely to become popular. But, as you'll learn throughout this course, it's actually not that simple. Social factors also play a big role. Whether we like certain music, try a new restaurant, or support a political cause depends a lot on what the other people around us are doing. So, to understand why things catch on, we have to understanding the underlying behavioral science -- the psychological and sociological mechanisms that shape behavior. The course is divided into three main sections. First, you'll learn about individual psychology. Without exposure, there is no way that information can be processed. So, you'll learn about the basic science behind exposure, perception, and memory. You'll learn why merely seeing something more frequently makes you like it more and why the same prescription drug may be less effective when you get it at a discount. You'll also learn about triggers and how subtle cues can influence what we think about and how we behave. You'll discover why voting at a church or a school might change how you vote and why playing French music at a grocery store makes people more likely to buy French wine. This section wraps up by discussing what makes ideas stick, or why we remember advertisements we heard 10 years ago but can't seem to remember where we put our keys yesterday. Next, the course will move beyond the individual to consider social influence. Social influence is like a magnet; it can attract, and it can repel. Sometimes it leads people to do the same things as others around them, and sometimes it leads people to do the opposite. You'll learn about why others' behavior affects our own and when it leads us to go one way versus the other. You'll also learn about interpersonal communication and the power of word of mouth -- why people talk about and share things with those around them and how it impacts the choices others make. Finally, the course will situate these ideas in a broader social network. The pattern of connections between people imapcts the spread of information and influence. You'll learn about why networks matter, how different types of social ties affect us differently, and whether some people (so-called influencers) have a bigger impact on what catches on than others. Taken together, the course provides an integrated and multifaceted understanding of why things catch on and the behavioral science and underlies these phenomena (p. 1-2).
Subject Consumer behavior -- Videodiscs.
Popularity -- Economic aspectsr -- Videodiscs.
Added Author Berger, Jonah, teacher.
ISBN 9781629970875
1629970875
Music No. ID5332A-01
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