The tasks are as follows (all relating to Malcolm Gladwell's "The Tipping Point"):
Read the book
Mind map the book as a whole in small groups
Mind map an area of interest individually
Harvard Reference the end notes of your area of choice
Annotate your references
Highlight said references within your area of choice
Tie the references in to your mind maps
Post as a blog post
Jonathan had also warned us that merely ticking the above boxes would only gain us a pass at a D level. In order to increase our grade we must take things further, which I suppose is reasonable.
I have chosen to reference the entire book, as I don't like having just bit's of something like that done. I suppose normally it would annoy me but, since it will hopefully aid my final grade, I guess I don't mind so much.
As I have read the book, and posted my joint mind map previously, I will cut to my individual mind maps. I chose to map the whole chapter of "The Law of the Few". I subcategorised these into the subtitle of the chapter Connectors, Mavens and Salesmen. The assignment had stated we do not need to do a whole chapter, just a selected area of interest, but as I couldn't decide I have done all 3. I have also chosen to map out the Airwalk case study and the Baltimore Syphilis outbreak.
Below are my mind maps of Connectors, Mavens and Salesmen respectively (including their references). Click to enlarge:
 |
| Connectors |
 |
| Mavens |
 |
| Salesmen |
Above, in the Salesmen map, I have added in some well known salesmen that I have come up with, as I felt my map was not as full as the others.
My mind map of the Airwalk case study:
 |
Airwalk Case Study |
 |
Baltimore Syphilis Outbreak |
Below are my references by page they occur throughout the book. I have annotated the references used during "The Law of the Few" and the "Airwalk Case Study" in blue. References for the entire book can be found on my page entitled "Tipping Point Bibliography".
CHAPTER TWO: THE LAW OF THE FEW
Page 30:
Fischer, D. H. (1994). Paul Revere's Ride. New York: Oxford University Press.
This reference is used throughout the book to put Paul Revere into context as not only a Connector but also a Maven.
Page 34:
Milgram, S.(1967). The Small World Problem. Psychology Today. Vol. 1, p.60-67.
Relates to how are humans connected. Six degrees of separation test. 160 people from Omaha, NB to get their letter to a stockbroker in Sharon, MA. 24 made it, via the use of a Connector.
Kochen, M. (1989). The Small World Problem. New Jersey: Ablex Publishing Corp.
Six degrees of separation.
Page 35:
Werner, C. & Parmlee, P. (1979). Similarity of Activity Preferences Among Friends: Those Who Play Together Stay Together. Social Psychology Quarterly. Vol. 42 (1), p.62-66.
Study showed 88% of people living in the Dyckman projects in N. Manhattan have their closest friends in the same building. People chose similar ages and races to them as friends. Univ. of Utah found people say they make friends with people who have "similar attitudes" when really it is that they live in a close proximity.
Page 47:
Tjaden, B. Brett Tjaden Project. Available: www.cs.virginia.edu/oracle/.
"Six degrees of Kevin Bacon" game. Tjaden created calculations to work out most connected actor, at the Univ. of Virginia.
Page 53:
Granovetter, M (1995). Getting a Job. Chicago, USA: University of Chicago.
Sociologist found that 56% of technical and professional workers found their job via a connection. Only 20% applied directly.
Page 60:
Inman, J. J., McAlister, L. & Hoyer, W. D. (1990). Promotion Signal: Proxy for a Price Cut? Journal of Consumer Research. 17, p74-81.
Examples of things Mavens take note of. Signage in shops advertising low prices, but not actually cutting the price. Mavens would notice that this appears as false advertising.
Page 61:
Feick, L. F. & Price, L. L. (1987). The Market Maven: A diffuser of Marketplace Information. Journal of Marketing. Vol. 51, p83-97.
Linda Price of Univ. of Nebraska pioneered in Maven research. Videotaped interviews with several Mavens.
Higie, R. A., Feick, L.F. & (1987). Types and Amounts of Word-of-Mouth Communications About Retailers. Journal of Retailing. Vol.63 (no.2), p260-278.
Research into what how Mavens shop.
Price, L.L., Feick, L.F. & Guskey, A. (1995). Everyday Market Helping Behaviour. Journal of Public Policy and Marketing. Vol.14 (2), p225-266.
CHAPTER TWO: THE LAW OF THE FEW
Page 30:
Fischer, D. H. (1994). Paul Revere's Ride. New York: Oxford University Press.
This reference is used throughout the book to put Paul Revere into context as not only a Connector but also a Maven.
Page 34:
Milgram, S.(1967). The Small World Problem. Psychology Today. Vol. 1, p.60-67.
Relates to how are humans connected. Six degrees of separation test. 160 people from Omaha, NB to get their letter to a stockbroker in Sharon, MA. 24 made it, via the use of a Connector.
Kochen, M. (1989). The Small World Problem. New Jersey: Ablex Publishing Corp.
Six degrees of separation.
Page 35:
Werner, C. & Parmlee, P. (1979). Similarity of Activity Preferences Among Friends: Those Who Play Together Stay Together. Social Psychology Quarterly. Vol. 42 (1), p.62-66.
Study showed 88% of people living in the Dyckman projects in N. Manhattan have their closest friends in the same building. People chose similar ages and races to them as friends. Univ. of Utah found people say they make friends with people who have "similar attitudes" when really it is that they live in a close proximity.
Page 47:
Tjaden, B. Brett Tjaden Project. Available: www.cs.virginia.edu/oracle/.
"Six degrees of Kevin Bacon" game. Tjaden created calculations to work out most connected actor, at the Univ. of Virginia.
Page 53:
Granovetter, M (1995). Getting a Job. Chicago, USA: University of Chicago.
Sociologist found that 56% of technical and professional workers found their job via a connection. Only 20% applied directly.
Page 60:
Inman, J. J., McAlister, L. & Hoyer, W. D. (1990). Promotion Signal: Proxy for a Price Cut? Journal of Consumer Research. 17, p74-81.
Examples of things Mavens take note of. Signage in shops advertising low prices, but not actually cutting the price. Mavens would notice that this appears as false advertising.
Page 61:
Feick, L. F. & Price, L. L. (1987). The Market Maven: A diffuser of Marketplace Information. Journal of Marketing. Vol. 51, p83-97.
Linda Price of Univ. of Nebraska pioneered in Maven research. Videotaped interviews with several Mavens.
Higie, R. A., Feick, L.F. & (1987). Types and Amounts of Word-of-Mouth Communications About Retailers. Journal of Retailing. Vol.63 (no.2), p260-278.
Research into what how Mavens shop.
Price, L.L., Feick, L.F. & Guskey, A. (1995). Everyday Market Helping Behaviour. Journal of Public Policy and Marketing. Vol.14 (2), p225-266.
Maven personality research, backing up the above.
Page 74:
Mullen et al, B. (1986). Newscasters' facial expressions and voting behaviour of viewers: Can a smile elect a President? Journal of Personality and Social Psychology. Vol.51, p291-295.
1984 Presidential election. Pro Reagan ABC anchorman Peter Jennings persuasive news casting. Survey conducted between ABC, NBC and CBS viewers showed ABC viewers voted more towards Reagan. Salesmen example.
Page 77:
Wells, G. L; Petty, R. E. (1980). The Effects of Overt Head Movements on Persuasion. Basic and Applied Social Psychology. Vol.1 (3), p219-230.
How persuasion can be subtle. Headphone test - students told to nod/shake their heads while "testing" headphones that played messages about rising education fee's. Nodders were pro edu. fee rise, shakers were against.
Page 84:
Hatfield, E., Cocioppo, J. T. & Rapson, R. L. (1994). Emotional Contagion. Cambridge, UK: Cambridge University Press.
Mimicry is how this book claims humans infect one and other with their emotions. Emotions are not inside to out, they can be "caught" from outside and work inwards.
Page 85:
Friedman, H. (1980). Understanding and Assessing Nonverbal Expressiveness: The Affective Communication Test. Journal of Personality and Social Psychology. Vol.39 (2), p333-351.
Univ. of California developed the "Affective Communication Test" which aims to measure ones emotional "contagiousness'. Also related to persuasiveness. Highest mark is 117. Tom Gau, example salesmen scored 116.
Friedman, H. & Riggio, R. (1981). Effect of Individual Differences in Nonverbal Expressiveness on Transmission of Emotion. Journal of Nonverbal Behaviour. Vol.6, p96-104.
Further research into the above by Gladwell.
CHAPTER SIX: AIRWALK CASE STUDY
Page 196:
Ryan, B. & Gross, N. (1943). The Diffusion of Hybrid Seed Corn in Two Iowa Communities . Rural Sociology. Vol. 8, p.15-24.
Few famers were willing to take the risk with a new hybrid seed, however the when the risk paid off, the majority of famers followed suit. Example of "Early Adopters".
Rogers, E. (1995). Diffusion on Innovations. New York: Free Press.
Page 74:
Mullen et al, B. (1986). Newscasters' facial expressions and voting behaviour of viewers: Can a smile elect a President? Journal of Personality and Social Psychology. Vol.51, p291-295.
1984 Presidential election. Pro Reagan ABC anchorman Peter Jennings persuasive news casting. Survey conducted between ABC, NBC and CBS viewers showed ABC viewers voted more towards Reagan. Salesmen example.
Page 77:
Wells, G. L; Petty, R. E. (1980). The Effects of Overt Head Movements on Persuasion. Basic and Applied Social Psychology. Vol.1 (3), p219-230.
How persuasion can be subtle. Headphone test - students told to nod/shake their heads while "testing" headphones that played messages about rising education fee's. Nodders were pro edu. fee rise, shakers were against.
Page 84:
Hatfield, E., Cocioppo, J. T. & Rapson, R. L. (1994). Emotional Contagion. Cambridge, UK: Cambridge University Press.
Mimicry is how this book claims humans infect one and other with their emotions. Emotions are not inside to out, they can be "caught" from outside and work inwards.
Page 85:
Friedman, H. (1980). Understanding and Assessing Nonverbal Expressiveness: The Affective Communication Test. Journal of Personality and Social Psychology. Vol.39 (2), p333-351.
Univ. of California developed the "Affective Communication Test" which aims to measure ones emotional "contagiousness'. Also related to persuasiveness. Highest mark is 117. Tom Gau, example salesmen scored 116.
Friedman, H. & Riggio, R. (1981). Effect of Individual Differences in Nonverbal Expressiveness on Transmission of Emotion. Journal of Nonverbal Behaviour. Vol.6, p96-104.
Further research into the above by Gladwell.
CHAPTER SIX: AIRWALK CASE STUDY
Page 196:
Ryan, B. & Gross, N. (1943). The Diffusion of Hybrid Seed Corn in Two Iowa Communities . Rural Sociology. Vol. 8, p.15-24.
Few famers were willing to take the risk with a new hybrid seed, however the when the risk paid off, the majority of famers followed suit. Example of "Early Adopters".
Rogers, E. (1995). Diffusion on Innovations. New York: Free Press.
Continued research into the survey above.
Page 197:
Moore, G. (1991). Crossing the Chasm. New York: HarperCollins. p.9-14.
Further research into the workings of the "Early Adopters" and their incompatibility with the "Early Majority". High end technology is used here an an example of products that have not "taken off" yet.
Page 201:
Allport, G. & Postman, L. (1947). The Psychology of Rumor . New York: Henry Holt. p.135-158.
Explores the rumour surrounding the Chinese tourist in 1945 Maine who was soon mistaken as a Japanese Spy during World War II. Three aspects - levelled, sharpened and assimilated.
Page 204:
Valente, T., Foreman, R. K. & Junge, B. Satellite Exchange in the Baltimore Needle Exchange Program. Public Health Reports.
The needle exchange program provided drug addicts with a clean way to use. "Super-exchangers" of drug Mavens used their connections around town to sell clean needles 24/7, when the van was unavailable. Dual outcome: addicts made money (employment), and the service also benefitted as it was more readily available.
Page 197:
Moore, G. (1991). Crossing the Chasm. New York: HarperCollins. p.9-14.
Further research into the workings of the "Early Adopters" and their incompatibility with the "Early Majority". High end technology is used here an an example of products that have not "taken off" yet.
Page 201:
Allport, G. & Postman, L. (1947). The Psychology of Rumor . New York: Henry Holt. p.135-158.
Explores the rumour surrounding the Chinese tourist in 1945 Maine who was soon mistaken as a Japanese Spy during World War II. Three aspects - levelled, sharpened and assimilated.
Page 204:
Valente, T., Foreman, R. K. & Junge, B. Satellite Exchange in the Baltimore Needle Exchange Program. Public Health Reports.
The needle exchange program provided drug addicts with a clean way to use. "Super-exchangers" of drug Mavens used their connections around town to sell clean needles 24/7, when the van was unavailable. Dual outcome: addicts made money (employment), and the service also benefitted as it was more readily available.
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