禮物季第二波
Made to Stick: Why Some Ideas Survive and Others Die
  • 作者: Chip Heath
  • 原文出版社:Random House
  • 出版日期:2010/09/01
  • 語言:英文
  • 定價:456
  • 優惠價:73332
  • 優惠期限:2024年12月31日止
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
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內容簡介

  Why does fake news stick while the truth goes missing?
 
  Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts?
 
  Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows:
 
  - how an Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria
  - how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium
  - how pitches like 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project
 
  As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights.
 
  Made to Stick uses cutting-edge insight to help you ensure that what you say is understoodremembered and, most importantly, acted upon.

 

詳細資料

  • ISBN:0812982002
  • 規格:平裝 / 291頁 / 21 x 14.8 x 1.5 cm / 普通級 / 單色印刷 / 初版
  • 出版地:美國

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