{"id":1383,"slug":"dichter-1966-sharing-self-enhancement","title":"Dichter (1966), Harvard Business Review — ~64% of sharing is about the sharer's self-presentation; foundational framing for self-enhancement / social currency","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["behavioral-economics","interactive-tool-mechanisms"],"reference_body":"**Claim:** **Dichter (1966), Harvard Business Review**, classic framing: ~**64% of sharing is about the sharer's self-presentation** — people share to look helpful, knowledgeable, or in-the-know. The psychology-of-sharing literature converges on this finding.\n\n**Source:** Dichter (1966), HBR.\n\n**Confidence:** Industry-consensus.\n\n**Why this matters for Candid:** Explains *why* the citable-output tools win the linkability game ([[citability-caveat-public-vs-private-output]]) — sharers want a number worth quoting, because quoting it makes them look like the person who knows the number.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"berger-milkman-2012-practical-value-virality","title":"Berger & Milkman (2012), Journal of Marketing Research — practical usefulness independently predicts content virality even after controlling for emotion","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-interactive-tool-mechanisms-smb-june-2026","title":"Research brief: why interactive tools deepen a business's relationship with its audience — a mechanism-level research package (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"citability-caveat-public-vs-private-output","title":"Citability caveat: tools with PUBLIC, QUOTABLE outputs (salary benchmarks, public averages) earn the most links; tools with PRIVATE personal outputs (your take-home pay) earn few","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"rule-build-for-citation-not-just-utility","title":"R4 — When SEO is part of the case, build for CITATION not just utility — the public quotable number earns the links; the private personal answer does not","kind":"rule","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-20T18:18:57.492Z","updated_at":"2026-06-20T18:18:57.492Z"}