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Synopsis

"...fascinating. Like Malcolm Gladwell on speed."
—THE GUARDIAN

"HERD is a rare thing: a book that transforms the reader'sperception of how the world works".
—Matthew D'Ancona, THE SPECTATOR

"This book is a must. Once you have read it you will understandwhy Mark Earls is regarded as a marketing guru."
—Daniel Finkelstein, THE TIMES

This paperback version of Mark Earls' groundbreaking and awardwinning book comes updated with new stats and figures and providestwo completely revised chapters that deal with the rise of socialnetworking.

Since the Enlightenment there has been a very simple but widelyheld assumption that we are a species of thinking individuals andhuman behaviour is best understood by examining the psychology ofindividuals. It appears, however, that this insight is plain wrong.The evidence from a number of leading behavioural andneuroscientists suggests that our species is designed as a herd orgroup animal. Mark Earls applies this evidence to the traditionalmechanisms of marketing and consumer behaviour, with a result thatnecessitates a complete rethink about these subjects.

HERD provides a host of unusual examples and anecdotes to openthe 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 placeboeffect in pharmaceutical testing.

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