Why people can't resist the viral lure of the Kiki Challenge

Damon Centola of the Annenberg School for Communication explained the phenomenon of dangerous viral challenges: “Slightly dangerous or slightly risky challenges may have the best combination of high-enough riskiness to make it easy to create emotional excitement about participating, but low-enough risk that they can spread with only moderate levels of social reinforcement.”

・ From Wired.co.uk