How Is Behavior And Experience Is Contagious?

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Behavior and experience are both contagious and are contingent upon the surroundings one resides in. This is evident after reading Watter’s essay on The Mega Marketing of Depression in Japan as well as after reading Gladwell’s essay on The Power of Context. Both of these works illustrate how behavior and experience could be amended. Specifically, how behavior and experience are contagious through the use of applying specific methods like the Broken Windows Theory, the Law of a Few, Stickiness Factor, and Mega Marketing in order to alter peoples behaviors and experiences. In Gladwell’s essay, the crucial element that illustrates that human behavior is contagious is the Broken Windows theory. The Broken Windows Theory is the idea that…show more content…
Originally, Japan had a completely different emotional experience of depression before being heavily influenced by GlaxoSmithKline’s mega marketing campaign. For example, a word association experiment on depression was done by a Japanese researcher named Junko Tanaka-Matsumi, who compared Japanese college students to caucasian American students. In particular, the research concluded that Japanese students were looking outward whereas the American students were looking inward to describe depression. Specifically, the Japanese associated words such as Rain, and Dark to describe depression whereas the American students used words such as sad or lonely (521). This demonstrated a strong contrast and disparity in how depression was truly experienced in Japan versus in America. GlaxoSmithKline had a hill to climb to change the experience of depression in Japan due to the stark differences in the experience of depression. But, the mega marketing efforts in Japan by GlaxoSmithKline were successful. Particularly, it was successful by using tools that were actually discussed in Gladwell’s work like the Stickiness Factor and The Law of a Few to advance its agenda. The stickiness factor came into play with the terminology of depression. The accepted term in Japan for depression was Ustbuyo which…show more content…
The Tipping Point is the belief that “an epidemic can be reversed, can be tipped, by tinkering with the smallest details of the immediate environment” (155). In essence, its the idea that a seemingly minute altering of an environment could cause a drastic change in that environment. This could be applied to the Mega Marketing in Japan. Specifically, research was released in the Japan Times that “"90 percent of those who commit suicide are considered to suffer from one kind of mental illness or another, and 70 percent of suicides are attributable to depression” (526). At that time, there was a suicide epidemic in Japan so the article in the Japan Times greatly impacted it’s citizens since they were culturally affected by the suicide epidemic. This explanation of the cause of the high suicide rates lead to an understanding that treatment and medicine were the best options in combating depression and “tipped” the experience of depression in Japan into one that resembles the western ideology of

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