On Being the Tipping Point: Social Threshold Incentives Motivate Behavior

We document the impact of making a consumer the tipping point whose behavior causes some aggregate behavior to tip over a social threshold, increasing the impact of all others who have already engaged in a target behavior. In study 1, consumers were more likely to agree to get a blood screening when they were the tipping point who caused an incentive to exceed a threshold. Study 2 shows that being the tipping point can be more effective in...