Chapter 6. Case Study: Rumors, Sneakers, and the Power of Translation
1.How did Airwalk sneakers tip, and why did business eventually drop?
Airwalk business exploded under Lambesis’s, a small advertising agency, directions. Lambesis came up with an inspired advertising campaign that was founded on the principles of epidemic transmissions. Airwalk’s business eventually began to drop in 1997. They had production problems and difficulty filling orders and loyal distributors began to turn against them. At the same time, they began to lose that cuttin-edge sensibility.
2.What are the five categories of people who use a new product, according to the language of diffusion research?
The five categories of people who use a new product, according to the language of diffusion research are Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.
3.What is the process of distortion that characterizes most rumors?
The process of distortion that characterizes most rumors can be distorted in three directions. First, the story is leveled, which leaves out all kinds of details that are essential for understanding the true meaning. Next, the story is sharpened, in which the details that remain are made more specific. Last, a process of assimilation takes place in which the story changes so that it makes more sense to those spreading the rumors.
4.How did the researchers at Johns Hopkins University help the city of
Baltimore to run a more efficient needle-exchange program?
The researchers at Johns Hopkins helped the city of Baltimore run a more efficient needle-exchange program by riding along with vans that were stocked with thousands of clean syringes. They were trading these free, clean syringes in to people in inner-city neighborhoods for their dirty needles in a way to fight AIDS. The University found that only a handful of addicts were turning in 300-400 needles at a time and then taking the clean needles and selling them on the street. They found that these handfuls of people were the Connectors to Baltimore’s drug world. People at Johns Hopkns want to use to translate the language and ideas of health promotion into a form other addicts could understand.
5.What is the connection between the Dalai Lama and the Beastie Boys?
The connection between the Dalai Lama and the Beastie Boys is through an example of the Airwalk ads that were being created. Gordon found that trendsetters were developing an interest in Tibet and the Dalai Lama. The Beastie Boys were very publicly putting money into the Free Tibet campaign and bringing monks on stage to deliver testimonials during their concerts. Since the Beastie Boys pushed that through and made it okay, Airwalk created a funny ad around the same idea.
6.What made Airwalk’s advertising so successful?
Airwalks advertising was so successful because Lambesis was picking up on contagious trends while they were still in their infancy. By the time their new ad campaign was ready, the trend would be hitting the mainstream. He was piggy-backing on social epidemics ad associating the brand with each new trend that swept through youth culture.
7.What is an Innovator?
Innovators are adventurous people who infect the Early Adopters. Both are visionaries who want revolutionary change..
8.How are Innovators linked to Connectors, Mavens, and Salesmen?
First, the Innovators try something new. Then a Connector, Maven, or Salesmen see this new thing and adopt it.
9.Do you know any Innovators?
I do have a friend who is an innovator. He is very adventurous when it comes to trying new things. He is also very eager to share these new things with whoever will listen. This was a fun friend to have all throughout college!
10.How do trends work?
Innovators are adventurous and try out something new. Early Adopters are infected after analyzing what the Innovators were doing and the followed suit. They are the opinion leaders in the community. Next the Early Majority and the Late Majority catch on after the most respected people have tried it first. They finally pass the trend onto the Laggards who often see no urgent reason to change.
11. Give examples of trends in your lifetime. Which trends faded? Which have lasted? Presume the reasons for success and failure.
Just a few of the trends in my lifetime are Crocs, large scrunchies around the wrist, tying up shirts, skinny jeans, skater shoes, and "going green." The scrunchies and tying up shirts have faded. These are trends that have faded because something better has come along. Now there are baby doll tees, which does not allow for the knotted shirt. There are also a variety of different hairstyles, such as the A-line, which do not require the scrunchie. Other trends, such as the skinny jeans and "going green" are still successful and have not yet died out because something better has not yet come along.
Chapter 7. Case Study: Suicide, Smoking, and the Search for the Unsticky Cigarette
1.According to Gladwell, why were teens in Micronesia committing suicide at a high rate?
Teens in Micronesia were committing suicide at the rate of about 160 per 100,000. Suicide was almost commonplace, triggered by the smallest of incidents. Runinstein observed that the rituals of suicide have become embedded in the local culture. The idea is infecting young boys and the unthinkable has become thinkable.
2.What is permission-giving?
Permission-giving is when permission is given for someone else to follow suit just because someone has already done it. It gives people, especially those vulnerable to suggestion because of immaturity or mental illness, permission to engage in the act as well.
3.How does Gladwell make the connection between Micronesian’s teen suicides and teen smoking in America?
Gladwell makes a connection between Micronesian’s teen suicides and teen smoking in America by classifying them both as a contagious epidemic of self-destruction, engage in by youth in the spirit of experimentation, imitation, and rebellion. These important forms of self-expression have become a mindless action among teens.
4.What steps has our society taken to curb teenage smoking?
In order to curb teenage smoking, our society has restricted and policed cigarette advertising making it harder for tobacco companies to lie, raised the price of cigarettes, and enforced the law against selling tobacco to minors. Society has also run extensive public health campaigns on tv, radio, and in magazines to try and educate teens.
5.What does Gladwell think is wrong about the current strategies being used to stop American teens from smoking cigarettes? What strategies would he substitute as more effective?
Gladwell thinks the current strategies being used to stop American teens from smoking cigarettes is not very effective. He does not understand why we think the key to fighting smoking is educating people about the risk of cigarettes. Gladwell feels smokers are not smokers because they underestimate the risks, they smoke even though they overestimate the risk. Instead of putting the focus on these strategies, he would rather target the contiguousness or the stickiness.
6.What is the difference between "chippers" and addicted chronic smokers?
A chipper is someone who smokes no more than five cigarettes a day but who smokes at least four days a week. Their smoking patterns vary from day to day. They experience almost no withdrawal symptoms when abstaining from smoking. Chippers are not addicted to nicotine and withdrawal relief or avoidance does not drive their smoking. Addicted chronic smokers smoke soon on waking to replenish the nicotine that has cleared overnight. Although they start out as chippers, overtime they escalate. Genetic factors are thought to distinguish chippers from hard-core smokers. While chippers have the genes to derive pleasure from nicotine they cannot handle it in large doses. Heavy smokers, however, have genes to do both.
7.What were the results of the Colorado Adoption Project?
The results of the Colorado Adoption Project through the adopted kids were strange. Their scores have nothing in common with their adoptive parents. All of the results strongly suggest that our environment plays as big a role as heredity in shaping personality and intelligence.
8.What is the correlation between smoking and depression?
In 1986, a study of psychiatric outpatients found that half of them smoked. In 1988, Glassman discovered that 60 percent of heavy smokers had a history of major depression. Th same kinds of things that would make someone susceptible to the contagious effects of smoking are also the kinds of things that contribute to depression. There is also some preliminary evidence that these two problems have the same genetic root.
9.What have been the effects of Zyban on smokers?
The effects of Zyban on smokers is it lifts the mood in precisely the same way that nicotine does. While 49 percent of heavily addicted smokers given counseling and Zyban quit after four weeks, Ayban hs the least success with the heaviest smokers.
10.What are "addiction thresholds"?
Addiction thresholds are the amount of nicotine that one can take in without becoming addicted to it. Instead, it is the amount that will provide taste and snsory stimulation.
11.What are the character traits of the smoking personality, according to Gladwell?
According to Gladwell, the character traits of the smoking personality are greater sex drive, more rebellious and defiant, make snap judgments, take more risks, and are more honest about themselves.
12.Why are teenagers drawn to these traits?
Teenagers are drawn to these traits because they think it is cool. People weren’t perceived cool because they smoked, but the smoked because they were cool.
13.What are your thoughts about peer influence versus heredity and parental influence?
I agree that the environmental influence that helps children become who they are, is their peer group. While morals and values created in the home life can help define who a person it, I feel that the peers will challenge this in an individual. It is up to the individual whether or not they let the peers affect them. I also do not feel that peer influence has to be negative. The peer group can also reinforce a person’s strong morals and values.
14.Whom are you most influenced by?
I believe that I am most influenced by my family. I trust their judgement and opinion and allow it to influence my life.
15.Do you believe teens smoke because of peer pressure?
I do not believe teens smoke solely due to peer pressure. I think that this goes back, again, to morals and values in the home life. I would have felt too guilty and like I had disappointed my parents if I had even tried smoking. This does not mean, however, that the pressure was not there. I also think that it is too easy for a teen to see smoking in the home as acceptable and pick up the habit. I do, however, feel that peer pressure can easily influence a person to moke.
16.At what age do kids stop listening to their parents? At what age, if ever, do you think teens start listening again?
I don’t think kids ever stop listening to their parents. I do feel that the value or impact of what their parents have to say declines and is up against the values or impact of what their peers have to say during their teenage years. I think that this balance shifts again toward the parents during senior year in high school when the reality factor kicks in.
17.Can a safer cigarette be created.
Benowitz and Henningfield suggest that tobacco companies be required to lower the level of nicotine so that even the heaviest smokers could not get anything more than five milligrams of nicotine within a 24-hour period. This level should be adequate to prevent or limit the development of addiction in most young people. I, however, feel that cigarettes will always hold a negative connotation and therefore will never be considered safe.
Chapter 7. Case Study: Suicide, Smoking, and the Search for the Unsticky Cigarette 1.According to Gladwell, why were teens in Micronesia committing suicide at a high rate? Teens in Micronesia were committing suicide at the rate of about 160 per 100,000. Suicide was almost commonplace, triggered by the smallest of incidents. Runinstein observed that the rituals of suicide have become embedded in the local culture. The idea is infecting young boys and the unthinkable has become thinkable. 2.What is permission-giving? Permission-giving is when permission is given for someone else to follow suit just because someone has already done it. It gives people, especially those vulnerable to suggestion because of immaturity or mental illness, permission to engage in the act as well. 3.How does Gladwell make the connection between Micronesian’s teen suicides and teen smoking in America? Gladwell makes a connection between Micronesian’s teen suicides and teen smoking in America by classifying them both as a contagious epidemic of self-destruction, engage in by youth in the spirit of experimentation, imitation, and rebellion. These important forms of self-expression have become a mindless action among teens. 4.What steps has our society taken to curb teenage smoking? In order to curb teenage smoking, our society has restricted and policed cigarette advertising making it harder for tobacco companies to lie, raised the price of cigarettes, and enforced the law against selling tobacco to minors. Society has also run extensive public health campaigns on tv, radio, and in magazines to try and educate teens. 5.What does Gladwell think is wrong about the current strategies being used to stop American teens from smoking cigarettes? What strategies would he substitute as more effective? Gladwell thinks the current strategies being used to stop American teens from smoking cigarettes is not very effective. He does not understand why we think the key to fighting smoking is educating people about the risk of cigarettes. Gladwell feels smokers are not smokers because they underestimate the risks, they smoke even though they overestimate the risk. Instead of putting the focus on these strategies, he would rather target the contiguousness or the stickiness. 6.What is the difference between “chippers” and addicted chronic smokers? A chipper is someone who smokes no more than five cigarettes a day but who smokes at least four days a week. Their smoking patterns vary from day to day. They experience almost no withdrawal symptoms when abstaining from smoking. Chippers are not addicted to nicotine and withdrawal relief or avoidance does not drive their smoking. Addicted chronic smokers smoke soon on waking to replenish the nicotine that has cleared overnight. Although they start out as chippers, overtime they escalate. Genetic factors are thought to distinguish chippers from hard-core smokers. While chippers have the genes to derive pleasure from nicotine they cannot handle it in large doses. Heavy smokers, however, have genes to do both. 7.What were the results of the Colorado Adoption Project? The results of the Colorado Adoption Project through the adopted kids were strange. Their scores have nothing in common with their adoptive parents. All of the results strongly suggest that our environment plays as big a role as heredity in shaping personality and intelligence. 8.What is the correlation between smoking and depression? In 1986, a study of psychiatric outpatients found that half of them smoked. In 1988, Glassman discovered that 60 percent of heavy smokers had a history of major depression. Th same kinds of things that would make someone susceptible to the contagious effects of smoking are also the kinds of things that contribute to depression. There is also some preliminary evidence that these two problems have the same genetic root. 9.What have been the effects of Zyban on smokers? The effects of Zyban on smokers is it lifts the mood in precisely the same way that nicotine does. While 49 percent of heavily addicted smokers given counseling and Zyban quit after four weeks, Ayban hs the least success with the heaviest smokers. 10.What are “addiction thresholds”? Addiction thresholds are the amount of nicotine that one can take in without becoming addicted to it. Instead, it is the amount that will provide taste and snsory stimulation. 11.What are the character traits of the smoking personality, according to Gladwell? According to Gladwell, the character traits of the smoking personality are greater sex drive, more rebellious and defiant, make snap judgments, take more risks, and are more honest about themselves. 12.Why are teenagers drawn to these traits? Teenagers are drawn to these traits because they think it is cool. People weren’t perceived cool because they smoked, but the smoked because they were cool. 13.What are your thoughts about peer influence versus heredity and parental influence? I agree that the environmental influence that helps children become who they are, is their peer group. While morals and values created in the home life can help define who a person it, I feel that the peers will challenge this in an individual. It is up to the individual whether or not they let the peers affect them. I also do not feel that peer influence has to be negative. The peer group can also reinforce a person’s strong morals and values. 14.Whom are you most influenced by? I believe that I am most influenced by my family. I trust their judgement and opinion and allow it to influence my life. 15.Do you believe teens smoke because of peer pressure? I do not believe teens smoke solely due to peer pressure. I think that this goes back, again, to morals and values in the home life. I would have felt too guilty and like I had disappointed my parents if I had even tried smoking. This does not mean, however, that the pressure was not there. I also think that it is too easy for a teen to see smoking in the home as acceptable and pick up the habit. I do, however, feel that peer pressure can easily influence a person to moke. 16.At what age do kids stop listening to their parents? At what age, if ever, do you think teens start listening again? I don’t think kids ever stop listening to their parents. I do feel that the value or impact of what their parents have to say declines and is up against the values or impact of what their peers have to say during their teenage years. I think that this balance shifts again toward the parents during senior year in high school when the reality factor kicks in. 17.Can a safer cigarette be created. Benowitz and Henningfield suggest that tobacco companies be required to lower the level of nicotine so that even the heaviest smokers could not get anything more than five milligrams of nicotine within a 24-hour period. This level should be adequate to prevent or limit the development of addiction in most young people. I, however, feel that cigarettes will always hold a negative connotation and therefore will never be considered safe.