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Herd
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"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” (The Guardian, March 2007)
"Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" (Gulf Business, March 2007)
"…brain–stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." (Securities and Investment Review, March 2007)
"It will change the way you think about marketing. It will also change the way you think about yourself." (Marketing Direct, November 2007)
"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” (The Guardian, March 2007)
"Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation" (Gulf Business, March 2007)
"…brain–stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator." (Securities and Investment Review, March 2007)
"It will change the way you think about marketing. It will also change the way you think about yourself." (Marketing Direct, November 2007)
“…entertaining and thought–provoking” Brand Strategy June 2008
Research Magazine, August 2007
"...vivid and thought-provoking anecdotes...needs to be read by anyone with a serious interest in research and marketing."
Inside This Book
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
13 of 14 people found the following review helpful:
5.0 out of 5 stars
Totally compelling book on the psychology of human behaviour,
By
This review is from: Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Hardcover)
This book was totally compelling - my copy is now completely covered in crib notes - having devoured it at some speed I now want to go back and read the whole thing again. Not just interesting for people working in marketing, but also for those, like myself, working in small businesses, or, frankly, anyone interested in social psychology. Put simply (although there's nothing much simple about this book) Mark investigates how we are less driven by independent thought than we would like to believe, and more by peer influence; more than simply recapitulating that word-of-mouth is the best form of marketing (something we already knew) he gets right down to the roots of how it occurs, who perpetuates it and what it actually consists of, throwing up some fascinating insights into human behaviour in the process. He then strips back many existing marketing assumptions and presents some compelling new ideas as to how these theories should affect marketing in the modern world. Marketing tips aside, the book leads you to re-examine your choices, decisions, preferences, taste and even identity. It's immaculately researched and a totally absorbing read. Steven Poole in the Guardian compares him to Malcolm Gladwell on speed; I'm thinking more Robert M Pirsig with a point.
11 of 13 people found the following review helpful:
5.0 out of 5 stars
A vitally important read for anyone who needs to change behaviour,
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This review is from: Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Hardcover)
I've just finished reading Herd. Actually, I devoured it in two sittings. And I urge you to go and read it if you want to think about how to better trigger changes in mass behaviour.
Unlike most business or marketing books it's not a set of case studies or a 'how to' process guide to mechanistic thinking. Rather, it's an excellently written analysis of the new thinking (and the forgotten old thinking) about how people think, act and behave. It doesn't give you answers or tell you what to do, but rather raises questions in your mind about the principles on which most communications thinking is built. Already, it's made me question a lot of the assumptions I have been taking for granted, made me think differently about some of the problems I'm trying to solve and helped me ground some of the different thinking I've been doing over the last couple of years. The new paperback version adds fresh content and argument to further strengthen a strong argument and make it a worthwhile purchase for existing readers. Whether you agree with all the conclusions or not, we need more stuff like this that brings fresh, challenging, provocative thinking into the far too conservative world of marketing and communications.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Pretty Good!,
This review is from: Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Hardcover)
This is an intersesting book on herd mentality and how to influence people or sell them something or an idea. It wasn't quite as scientific as I was hoping- more a marketing/management slant due to the author- but there are some references in it so you can follow up the background stuff if you want. His writing style is a nice and easy to read and his humour is great; and there are lots of interesting asides from the examples, for example discussing the Join-Me movement who enact Random Acts of Kindness to strangers. Although you might expect a book about influencing the masses to be a bit of a downer, in fact one of the things that comes out is that we are a super-social species and work best in our herds- or troupes I guess as we are apes- and some positive thoughts about society and the future. A good and thought-provoking read.
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