THE TIPPING POINT
How Little Things Can Make a Big Difference
Malcolm Gladwell
Little, Brown, 2000
LEARNING OBJECTIVES: The reader will be able to analyze and plan influence and change campaigns using the theories and principles of social psychology reviewed in this book.
This book examines the spread of social behaviors and ideas as though they were epidemics and looks at the psychological research that supports this approach. Three characteristics of changes make this analysis possible are contagiousness, the fact that small causes can have big effects, and that change happens not gradually but at one moment. The idea that social change can rise or fall in one dramatic moment is termed the 'tipping point.'
Malcolm Gladwell is a former business and science writer at the Washington Post. He is now a staff writer for The New Yorker.
9 CE credits; 280 pages
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