TY  - BOOK
AU  - Heath, Chip
AU  - Heath, Dan
TI  - Made to stick : : why some ideas take hold and others come unstuck / 
SN  - 9780099505693 (pbk.)
U1  - 302.13 HEA 
PY  - 2008///
CY  - London
PB  - Arrow Books
KW  - Psychology
KW  - Social psychology.
KW  - Contagion (Social psychology)
KW  - Context effects (Psychology)
N1  - Summary: What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and Made to Stick is the fascinating outcome of their painstaking research. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. What is it that makes urban myths so persistent but many everyday truths so eminently forgettable? How do advertisers set about ensuring that their slogans are memorable? And why do we find it difficult to remember the letters J FKFB INAT O, but easy to remember the same sequence when it's laid out as JFK FBI NATO?; Contents : Introduction. 
What sticks? 
Simple 
Unexpected 
Concrete
Credible
Emotional Stories 
What sticks 
Sticky advice
ER  -