000			01623cam a22002534a 4500
001			14364007
005			20170102113116.0
008			060504s2007 nyu b 001 0 eng
020			_a1400064287
020			_a9781400064281
040			_cPK-LaUMT
082	0	0	_a302.13 _222 _bHEA-M
100	1		_aHeath, Chip
245	1	0	_aMade to stick : _bwhy some ideas survive and others die / _cChip Heath & Dan Heath
250			_a1st ed.
260			_aNew York : _bRandom House, _c2007
300			_a291 p. ; _c22 cm.
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,
942			_cBK
999			_c89677 _d89677