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Triggers prompt people to spread ideas from "summary" of Contagious by Jonah Berger
Triggers are a powerful way to get people to talk about our products or ideas. They are stimuli that prompt people to think about related things, and can be instrumental in driving word of mouth. Triggers work by making things top of mind, which increases the probability of people talking about them. For example, Kit Kat candy bars are often associated with coffee breaks, prompting people to think about them whenever they take a break. This association increases the likelihood of people mentioning Kit Kat to others. Triggers are most effective when they are linked to the desired behavior. For instance, the Mars company introduced a new product called Dove chocolate. To promote it, they linked the chocolate with a key trigger - the idea of romance. This association led to an increase in sales, as people were more likely to think about Dove chocolate when they were feeling romantic. This shows how triggers can be used strategically to prompt ...
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