THE - BinYaprak
[Pages:287]THE
TIPPING POINT
How
Little
Things
Can Make a Big
Difference
MALCOLM GLADWELL
LITTLE, BROWN AND COMPANY
B O S T O N ? NEW YORK ? L O N D O N
Copyright ? 2000 by Malcolm Gladwell
All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the publisher, except by a reviewer who may quote brief passages in a review.
First Edition
The author is grateful for permission to include the following previously copyrighted material:
Excerpts from interviews on Market Mavens videotape by Linda Price, Lawrence F. Feick, and Audrey Guskey. Reprinted by permission of the authors.
Exerpts from Daniel Wegner, "Transactive Memory: A Contemporary Analysis of the Group Mind." Journal of Personality and Social Psychology (1991), vol. 61, no. 6. Reprinted by permission of the author.
Exerpts from Donald H. Rubinstein, "Love and Suffering: Adolescent Socialization and Suicide in Micronesia," Contemporary Pacific (Spring 1995), vol. 7, no. l, and "Epidemic Suicide Among Micronesian Adolescents." Social Science
and Medicine (1983). vol. 17. Reprinted by permission of the author.
Excerpts from Paul Revere's Ride by David Hackett Fischer. Copyright ? 1994 by Oxford University Press. Reprinted by permission of the publisher.
Library of Congress Cataloging-in-Publication Data
Gladwell Malcolm. The tipping point: how little things can make a big
difference / by Malcolm Gladwell.
p. cm.
Includes
index.
ISBN0-316-31696-2
1. Social psychology, 2. Contagion (Social psychology) 3. Causation.
4. Context effects (Psychology) I. Title.
HM1033.G53 2000
302--dc21
99-047576
10 987654321
Design: Meryl Sussman Levavi/Digitext, Inc.
Printed in the United States of America
Joyce
To my p a r e n t s , and Graham G l a d w e l l
Downloaded from lifebooks4all.
Contents
Downloaded from lifebooks4all.
Introduction 3 ONE
The Three Rules of Epidemics 15 TWO
T h e L a w of t h e F e w : Connectors, Mavens, and Salesmen 30
THREE The Stickiness Factor: Sesame Street, Blue's Clues, and the Educational Virus 89
VIII
THF TIPPING POINT
FOUR The Power of Context (Part One): Bernie Goetz and the Rise and Fall of New York City Crime 133
FIVE The Power of Context (Part Two): The Magic Number O n e H u n d r e d and Fifty 169
SIX Case Study: Rumors, Sneakers, and
the Power of T r a n s l a t i o n 193
SEVEN Case Study: Suicide, Smoking,
and the Search for the Unsticky Cigarette 216
EIGHT Conclusion: Focus, Test, and Believe 253
Endnotes 260
A c k n o w l e d g m e n t s 271
Index 273
THE TIPPING POINT
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