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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 02. The Eight Engines of Conversational Capital

The eight engines of Conversational Capital are Rituals, Exclusive Product Offering, Myths, Relevant Sensory Oddity, Icons, Tribalism, Endorsement, and Continuity. These engines can be understood as “experience amplifiers.” The presence of one or all of them in a consumption experience helps to make that experience more resonant, richer in saliency, more relevant, and more memorable. This, in turn, increases consumer satisfaction, which drives positive word-of-mouth consumer support.

Rituals

Rituals are an essential part of how human beings create and formalize meaning. The presence of ritual marks an experience as deeper in meaning. This is true for consumption experiences, too. Think of the ...

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