Index A adoption thresholds74­75, 76, 81 advertising historical increase in132 new forms of135, 142 reach approach to133 targeted80, 138, 139 See also marketing Airbnb service46 Allen, Christopher48 American Eagle Outfitters41 American Express120 anchoring126 Apple products122 Ariely, Dan98, 128, 131, 144 associates52 Bok, Derek27 boyd, danah32, 48 brain conscious103, 107­109 decision making and 103­104, 107, 109­110, 148 memory and111­113 nonconscious103­104, 107­111, 148 patterns detected by105, 110 brands, conversations about20­21 broad friendship pattern58 Broadbent, Stefana14, 68 Brooks, David48 C Call of Duty games2, 3 cascades of ideas73, 80, 81 choices, number of120­121, 122 Christakis, Nicholas48, 68, 94, 97 Cialdini, Robert98 classic sales funnel104, 106, 113 B Bahrami, Bahador92