Hi everyone I'm Rose Marie Miller here with Dr. Marcus Collins

marketing professor at the University of Michigan and author of For the Culture.

Thank you so much for joining me today.

Thank you so much for having me.

Glad to be here.

Absolutely.

So you are here to tell us about what the Taylor Swift effect

teaches us about influence.

I'm sure we have a lot of Swifties who are really intrigued by this topic.

Indeed, and they should be because influences an interesting phenomenon.

We know it intuitively, we've experienced it, we've seen it happen, but we don't really

understand the mechanisms by which it takes place.

And the literature, people have been studying this

for well over a century, understanding

what these forces they get people to move.

So we talk about the Taylor effect,

essentially we're talking about that her outside

stature, her person, her celebrity has an impact on people's ethics, behaviors, cognitions, and desires, and what we refer to as social contagion. as in this past Sunday to support what we think is her room work boyfriend,

tied in, Travis Kelsey.

And the idea was that when she showed up to the game,

we saw a record increase in

viewership for particular demography of people but then also we saw like a

...