THE - BinYaprak

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

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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

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