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Herd: How to Change Mass Behaviour by Harnessing Our True Nature
 
 
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Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Hardcover)

by Mark Earls (Author)
4.4 out of 5 stars See all reviews (10 customer reviews)
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Product Description

Review
"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) 

Review
"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



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4.4 out of 5 stars (10 customer reviews)
 
 
 
 
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6 of 7 people found the following review helpful:
5.0 out of 5 stars A vitally important read for anyone who needs to change behaviour, 9 Feb 2007
By Gareth Kay "Gareth Kay" (Boston, MA) - See all my reviews
(REAL NAME)   
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.
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.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars Totally compelling book on the psychology of human behaviour , 13 Mar 2007
By N. J. Baker (Suffolk, UK) - See all my reviews
(REAL NAME)   
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.
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9 of 13 people found the following review helpful:
5.0 out of 5 stars An intellectual treasure hunt..., 17 Jul 2007
By Will Humphrey (Worcester, England) - See all my reviews
Before I begin to write this review, I must confess two things; firstly, that I work in advertising (and this book has been highly touted by that community) and that naturally I'm a bit distrustful of books that are recommended to me by the wider audience - I tend to like less populist works.

Disclaimer out of the way, I think I can say, without hesitation, that it doesn't matter which industry you work in; this book is relevatory. Everyone should read it.

At the heart of the debate is Mark's belief that we are, at heart (in his words) 'a super-social ape'. We exist to converse, to chat, to gossip. Whole social movements can be explained by utilising this core theory.

Take his thinking on depression - it is when the individual isolates himself from the herd that this condition is most evident, a social malfunction which is also present in apes.

Having defined the 'I' vs 'Us' debate, Mark moves on to discuss the implications of Herd Marketing - how marketeers have sometimes framed their thinking wrongly, and why seemingly spot on techniques have failed.

I rarely read books emotionally, but Mark's chapter on 'Just Believing' had me punching the air. On the surface, it sounds like a straightforward concept, but the amount of thinking and examples to get to that point was extraordinary. Being interesting and standing for something is someone anyone could say, but such was the thinking already written that you can't help agreeing, regardless of any skepticism you may have beforehand.

Finally, if this review says anything, it's to note that the quality of this book is such that I've been very slowly reading it, dipping in and out, like a good meal. Reading it all at once would mean you'd miss out on many of the ancedotes and examples.

So buy it. And savour it.
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Most Recent Customer Reviews

1.0 out of 5 stars Surprisingly boring
I struggled to get through this book and for me it turned out to be totally useless, as I expected some kind of advise I could apply to my life, not just theoretical thinking. Read more
Published 6 months ago by Natalie Kjaergaard

5.0 out of 5 stars Feed your head and provoke your thoughts
Loved it! I bought this book a while ago and hoped that somehow osmotically its contents would seep into my brain from the table beside my desk (along with a few others). Read more
Published 17 months ago by Merry Baskin

5.0 out of 5 stars You're not an individual
Classical economics is founded on the myth of rational man - homo economicus - who makes rational decisions based on a logical cost benefit analysis of every situation... Read more
Published 19 months ago by F. J. Yakob

3.0 out of 5 stars Patchy
There is some interesting stuff in here, but the whole is hamstrung by a lack of clarity in the argument and in the style. Read more
Published 20 months ago by Lovborg

5.0 out of 5 stars Get this book NOW !
I read about HERD a few months ago ... and I immediately went out and and bought it. I must admit, I almost gave up after the first chapter or so ( a bit long and dry), but thank... Read more
Published 21 months ago by Elinor Barbier

5.0 out of 5 stars great insight on crowds
It is rare for a business book to read well never mind being a page turner yet I have found it difficult to put this book down the minute I started it. Read more
Published on 25 Mar 2007 by business reader

5.0 out of 5 stars Hugely thought provoking ... and a damn good read
Based on a very simple and in hindsight obvious premise, 'Herd' has really challenged me to rethink many of the Marketing and especially Market Research assumptions I've been... Read more
Published on 27 Feb 2007 by P. Palmer

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