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part of a publicity stunt:
 For a brief discussion of the events, see BBC News
(2004), “Jail Sentence for Tutu Prankster,” August 19.
most  viewed  online  advertisement  in  history:
  World  Records  Academy
(2011),  “Most  Viewed  Online  Ad:  ‘Evian  Roller  Babies’  Sets  World
Record,” retrieved May 2012 from 
http://www.worldrecordsacademy.org
.
sales  dropped  almost  25  percent:
  O’Leary,  Noreen  (2010),  “Does  Viral
Pay?” retrieved May 21, 2011, from 
http://www.adweek.com
.
In  one  spot  a  father  is  grocery  shopping:
  To  watch  the  Panda  clip,  go  to
http://jonahberger.com
.
without talking about a blender:
 For further discussion of valuable virality,
see  Akpinar,  Ezgi,  and  Jonah  Berger  (2012),  “Valuable  Virality,”

---

Wharton working paper.
Psychologists  Gordon  Allport  and  Joseph  Postman:
  Allport,  Gordon,  and
Joseph  Postman  (1947),  Psychology  of  Rumor  (New  York:  H.  Holt  and
Company).
Epilogue
when Thuan Le arrived:
 For the story of Thuan Le and the Vietnamese nail
salons,  see  Tran,  My-Thuan  (2008),  “A  Mix  of  Luck,  Polish,”  Los
Angeles 
Times, 
May 
5. 
Also 
see
http://www.cnn.com/video/?/video/us/2011/07/05/pkg.wynter.vietnamese.
nail.salon.cnn
.
Cambodian  Americans  own:
  Ardey,  Julie  (2008),  “Cambodian  Settlers
Glaze  a  Donut  Trail,”  Daily  Yonder,  February  18;  retrieved  from
http://www.dailyyonder.com/cambodian-settlers-glaze-donut-
trail/2008/02/18/1062
.
Koreans own:
 Bleyer, Jennifer (2008), “Dry Cleaners Feel an Ill Wind from
China,” New York Times, April 27.
60  percent  of  the  liquor  stores  in  Boston:
  Retrieved  on  March  10,  2012,
from
http://www.pbs.org/wgbh/amex/murder/peopleevents/p_immigrants.html
.
Jews produced:
  Klinger,  Jerry,  “The  Russians  Are  Coming,  The  Russians
Are  Coming,”  America  Jewish  History  1880–1924,  retrieved  on  March
15, 2012, from 
http://www.jewishmag.com/85mag/usa8/usa8.htm
.
Duncan  Watts  makes  a  nice  comparison:
  Watts,  Duncan  J.  (2007),
“Challenging the Influentials Hypothesis,” WOMMA Measuring Word of
Mouth 3, 207.

---

Index
A
ABC News, 
149
Abercrombie & Fitch, 
142
Ad Age, 
119
Advertising, 
2
, 
4
–7, 
16
, 
19
, 
32
, 
125
, 
187
, 
208
emotions evoked by, 
117
, 
123
infomercials, 
164
–65
misleading, as Trojan horse, 
190
–91
self, through public visibility, 
140
–44 (see also Branding)
social currency of, 
37
, 
39
triggers and, 
62
, 
66
, 
70
, 
79
–85
trustworthiness of stories versus, 
186
virality of, 
22
, 
196
–98
word of mouth versus, 
8
–10, 
43
–44
see also Public service announcements; campaigns for specific products
Airline frequent flier programs, 
44
–45, 
47
–48
Alcohol abuse, 
132
–35, 
139
–40
Allport, Gordon, 
199
–200
Amazement, 
22
, 
102
, 
188
Amazon.com
, 
8
American Airlines, 
45
Anderson, Eric, 
165
Anheuser-Busch, 
86
Antista, Chris, 
30
AOL, 
140
–41
Apple, 
125
–27, 
142
, 
153
“Think Different” campaign, 
109
Arab Spring, 
120
Archos, 
142
Arend, Rene, 
56
Arizona, University of, 
132
–33, 
140
ARK Music Factory, 
76
Armstrong, Lance, 
144
, 
145
Arousal, 
116
–18
physiological, 
108
–11
Atkins diet, 
4
Autism, 
99
false information on connection of vaccines and, 
176
Awards, 
51

---

Awe, power of, 
102
–8
B
Baby names, 
20
popular, 
5
–6
Babywearing, 
118
–19
Balter, Dave, 
62
–63, 
66
Barclay Prime (Philadelphia), 
1
–2, 
170
, 
210
hundred-dollar cheesesteak at, 
2
–4, 
22
, 
23
, 
25
, 
42
, 
88
–89, 
196
, 
206
, 
207
, 
210
Barn raising, 
159
Beauty, unrealistic standard of, 
191
–93
Beckham, David, 
3
Behavioral residue, 
24
, 
144
–49, 
153
, 
209
Bensimhon, Ron, 
193
–94, 
199