000			01691nam a2200193Ia 4500
008			140814s9999 xx 000 0 und d
020			_a9780099505693 (pbk.)
041			_aEnglish
082			_a302.13 HEA
100			_aHeath, Chip
245			_aMade to stick : _bwhy some ideas take hold and others come unstuck / _cChip Heath and Dan Heath.
260			_aLondon : _bArrow Books, _c2008.
300			_a323 p. ; _c20 cm.
505			_aSummary: 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?
505			_aContents : Introduction. What sticks? Simple Unexpected Concrete Credible Emotional Stories What sticks Sticky advice.
650			_aPsychology _aSocial psychology. _aContagion (Social psychology). _aContext effects (Psychology).
700			_aHeath, Dan
942			_c1
999			_c6736 _d6736