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| Introduction: Why Things Catch On | |
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| Why $100 is a good price for a cheesesteak | |
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| Why do some things become popular? | |
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| Which is more important, the message or the messenger? | |
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| Can you make anything contagious? | |
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| The case of the viral blender | |
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| Six key STEPPS | |
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| Social Currency | |
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| When a telephone booth is a door | |
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| Ants can lift fifty times their own weight | |
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| Why frequent flier miles are like a video game | |
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| When it's good to be hard to get | |
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| Why everyone wants a mix of tripe, heart, and stomach meat | |
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| The downside of getting paid | |
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| We share things that make us look good | |
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| Triggers | |
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| Which gets more word of mouth, Disney or Cheerios? | |
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| Why a NASA mission boosted candy sales | |
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| Could where you vote affect how you vote? | |
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| Consider the context | |
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| Explaining Rebecca Black | |
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| Growing the habitat: Kit Kat and coffee | |
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| Top of mind, tip of tongue | |
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| Emotion | |
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| Why do some things make the Most E-Mailed list? | |
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| How reading science articles is like standing at the edge of the Grand Canyon | |
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| Why anger is like humor | |
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| How breaking guitars can make you famous | |
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| Getting teary eyed about online search | |
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| When we care, we share | |
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| Public | |
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| Is the Apple logo better upside down than right side up? | |
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| Why dying people turn down kidney transplants | |
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| Using moustaches to make the private public | |
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| How to advertise without an advertising budget | |
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| Why anti-drug commercials might increase drug use | |
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| Built to show, built to grow | |
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| Practical Value | |
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| How an eighty-six-year-old made a viral -video about corn | |
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| Why hikers talk about vacuum cleaners | |
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| E-mail forwards are the new barn raising | |
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| Will people pay to save money? | |
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| Why $100 is a magic number | |
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| When lies spread faster than the truth | |
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| News you can use | |
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| Stories | |
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| How stories are like Trojan horses | |
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| Why good customer service is better than any ad | |
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| When a streaker crashed the Olympics | |
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| Why some story details are unforgettable | |
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| Using a panda to make valuable virality | |
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| Information travels under the guise of idle chatter | |
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| Epilogue | |
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| Why 80 percent of manicurists in California are Vietnamese | |
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| Applying the STEPPS | |
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| Acknowledgments | |
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| Notes | |
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| Index | |