Headline Effect

Headlines are bigger than life in our social network driven world. So if it suddenly comes out that cell phones do, in fact, cause cancer (or at least that's the headline in some noted journal), then...behavior suddenly changes. And you can guess that a lot o' guys will no longer be putting those phones so close to The Boys.

The Headline Effect has a kind of "nerve depolarization" effect that causes mutliple echoes in behavior across many lines when something seminal to the way we live is suddenly...questioned to its core.