- Cheerios are talked about more than Disneyland. This is not because cheerios are more exciting, but it's because they're more top of min, and it's easily triggered in casual conversation. - Most conversations are actually small talk and though [[Social Currency]] is important a lot of time we're just killing time. It helps that what we're selling is triggered in these type of situations so there's more word of mouth. --- Triggers can help products and ideas catch on, but some stimuli are better triggers than others. As we discussed, one key factor is how frequently the stimulus occurs. Hot chocolate would also have fitted really well with Kit Kat, and the sweet beverage might have even complemented the chocolate bar’s flavor better than coffee. But coffee is a more effective trigger because people think about and see it much more frequently. - Jonah Berger in [[Contagious - Why Things Catch On]]