Herd (ePub)

"...fascinating. Like Malcolm Gladwell on speed."

--THE GUARDIAN

"HERD is a rare thing: a book that transforms the reader's
perception of how the world works".

--Matthew D'Ancona, THE SPECTATOR

"This book is a must. Once you have read it you will understand
why Mark Earls is regarded as a marketing guru."

--Daniel Finkelstein, THE TIMES

This paperback version of Mark Earls' groundbreaking and award
winning book comes updated with new stats and figures and provides
two completely revised chapters that deal with the rise of social
networking.

Since the Enlightenment there has been a very simple but widely
held assumption that we are a species of thinking individuals and
human behaviour is best understood by examining the psychology of
individuals. It appears, however, that this insight is plain wrong.
The evidence from a number of leading behavioural and
neuroscientists suggests that our species is designed as a herd or
group animal. Mark Earls applies this evidence to the traditional
mechanisms of marketing and consumer behaviour, with a result that
necessitates a complete rethink about these subjects.

HERD provides a host of unusual examples and anecdotes to open
the mind of the business reader, from Peter Kay to Desmond Tutu,
Apple to UK Sexual Health programmes, George Bush to Castle Lager,
from autism to depression to the real explanation for the placebo
effect in pharmaceutical testing.