What's Making People Douse Themselves With Ice Water?
Wharton Marketing Professor Jonah Berger says the Ice Water Challenge went viral because of the combination of emotion, challenge and social currency. People doused themselves, or let others do it, then shared videos of the experience and nominated friends to do the same. The idea was to build awareness of ALS, also known as Lou Gehrig’s Disease, a progressive neurological affliction that leads to paralysis and death. Why the craze? Berger says it’s for a good cause, dozens of celebrities did it, friends asked friends and saw friends, and no one wants to be left out. That made it hard to say no. The Ice Bucket Challenge has raised $53.3 million in donations for the ALS Association since July 29, compared with $2.1 million at this time last year, according to an association spokesman. Read the Knowledge@Wharton story.