Herd: How to Change Mass Behaviour by Harnessing Our True Nature Hardcover - 2007 - 1st Edition
by Mark Earls
Summary
From the rear cover
Say hello to the human herd.
Can you explain the explosion of social phenomena like text messaging when there has been little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? How graffiti spreads across our urban landscape? Or - more sensitively - the steady rise of floral roadside tributes to traffic accident victims?
Unless you have a good explanation of mass behaviour, you won't have much chance of altering it. This is why so many government initiatives struggle to create real change, why so much marketing money fails to drive sales, why most M&A programmes reduce shareholder value and most internal change projects don't deliver lasting transformation.
Herd explains the 'why' of our struggles to influence mass behaviour. It reveals that most of us in the West have misunderstood the mechanics (the 'how') of mass behaviour because we have misplaced notions of what it means to be human. Mark Earls uses a diverse range of different sources, anecdotes and evidence - from Peter Kay and urinal etiquette to international rugby and the rise of the Arctic Monkeys - to show that we are at heart a 'we-species', but one suffering from the 'illusion of I'.
In doing so, Earls challenges some of our deepest ideas to reveal the truth about who we are and what marketers, managers and governments can do to set about influencing mass-behaviour. Bold in its conception and engaging in its execution, Herd offers the most radical new theory of consumer behaviour in a generation.
Details
- Title Herd: How to Change Mass Behaviour by Harnessing Our True Nature
- Author Mark Earls
- Binding Hardcover
- Edition number 1st
- Edition 1
- Pages 368
- Volumes 1
- Language ENG
- Publisher Wiley, West Sussex, England
- Date April 6, 2007
- Illustrated Yes
- Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
- ISBN 9780470060360 / 0470060360
- Weight 1.45 lbs (0.66 kg)
- Dimensions 9.02 x 6.45 x 1.11 in (22.91 x 16.38 x 2.82 cm)
- Library of Congress subjects Social interaction, Consumer behavior
- Library of Congress Catalog Number 2006027031
- Dewey Decimal Code 658.834
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