内容简介
Whatisthatmakesurbanmythssopersistentbutmanyeverydaytruthssoeminentlyforgettable?Howdonewspaperssetaboutensuringthattheirheadlinesmakeyouwanttoreadon?Andwhydoweremembercomplicatedstoriesbutnotcomplicatedfacts?Inthecourseofovertenyearsofstudy,ChipandDanHeathhaveestablishedwhatitisthatdetermineswhetherparticularideasorstoriesstickinourmindsornot,andMadetoStickisthefascinatingoutcomeoftheirpainstakingresearch.Packedfullofcasehistoriesandthought-provokinganecdotes,itshows,amongotherthings,howoneAustralianscientistconvincedtheworldhe'ddiscoveredthecauseofstomachulcersbydrinkingaglassfilledwithbacteria,howagiftedsportsreportergotpeopletowatchafootballmatchbyshowingthemtheoutsideofthestadium,andhowhigh-conceptpitchessuchas'Jawsonaspaceship'(Alien)and'DieHardonabus'(Speed)convincemovieexecutivestoinvestvastsumsofmoneyinaprojectonthebasisofalmostnoinformation.Entertainingandinformativebyturns,thisisafascinatingandmulti-facetedaccountofakeyareaofhumanbehaviour.Atthesametime,byshowinghowwecanallusesuchcleverlydevisedstrategiesasthe'VelcroTheoryofMemory'and'curiositygaps',itofferssuperblypracticalinsights,settingoutprinciplesweallcanadopttomakesurethatwegetourideasacrosseffectively.
作者简介
ChipHeathisaProfessorofOrganizationalBehaviorintheGraduateSchoolofBusinessatStanfordUniversity.Hisresearchexamineswhycertainideas--rangingfromurbanlegendstofolkmedicalcures,fromChickenSoupfortheSoulstoriestobusinessstrategymyths--surviveandprosperinthesocialmarketplaceofideas.Hisresearchhasappearedinavarietyofacademicjournals,andpopularaccountsofhisresearchhaveappearedinScientificAmerican,theFinancialTimes,theWashingtonPost,BusinessWeek,PsychologyToday,andVanityFair.HelivesinLosGatos,California.DanHeathisaconsultantatDukeCorporateEducation,oneoftheworld'stopprovidersofexecutiveeducation.PriortojoiningDuke,hewasaresearcheratHarvardBusinessSchool,writing10casesonentrepreneurshipthatareusedinbusinessschoolprogrammes.Heathisalsotheco-founderofThinkwell,apublishingcompanydedicatedtocreatinghigh-quality,multimediauniversitytextbooks.DanhasanMBAfromHarvardBusinessSchool.HelivesinRaleigh,NorthCarolina.