Cultural Habitats: How Fit With the Environment Influences the Stickiness of Products and the Success of Ideas

Jonah Berger, University of Pennsylvania, USA
We argue that habitat prevalence, or the frequency of related cues that encourage people to recall and transmit products and ides, influences success. Four studies support this hypothesis using experimental methods and historical data analysis. They demonstrate that a) people are more likely to choose products linked to prevalent environmental cues and b) consequently, cultural items (e.g., catchphrases, products, and rumors) are more successful if and when cues for these cultural representations are more prevalent.
[ to cite ]:
Jonah Berger (2009) ,"Cultural Habitats: How Fit With the Environment Influences the Stickiness of Products and the Success of Ideas", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 198-201.