I'll Have What She's Having: Mapping Social Behavior (Simplicity: Design, Technology, Business, Life) Hardcover – 4 Oct 2011
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I'll Have What She's Having has profound implications for marketing. People are much less individual than we thought and much more influenced by other people than we realized. --John Kearon, Founder, CEO, and Chief Juicer, BrainJuicer Group PLC
This book is a very sophisticated treatment of the most critical influence on consumer decision-making. Every marketing plan must include this thinking in order to have a chance of being successful. --Robert Barocci, President and CEO, The Advertising Research Foundation (ARF)
Our community of shared ideas and practices comes from a process of imitation we are loath to acknowledge. (In fact our sharing comes from stealing.) But let us not repeat the error here. Bentley, Earls, and O'Brien deserve our unstinting thanks for this thoroughly lively, elegant, intelligent, useful, and companionable book. I for one intend to borrow from it liberally. You should too. --Grant McCracken, anthropologist and author of Chief Culture Officer: How to Create a Living, Breathing Corporation
About the Author
Michael J. O'Brien is Dean of the College of Arts and Science, Professor of Anthropology, and Director of the Museum of Anthropology at the University of Missouri.
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Top Customer Reviews
It's a big idea. It fundamentally changes how you perceive a lot of things in and around business. It's tricky to get your head around at first too, but this book really lays out a splendid, concise take on the idea that strips away as much unnecessary complexity as possible, and starts you thinking about how it might apply to what you do.
What's more, there's also a really useful model for looking at the patterns in the data of your business, and seeing to what extent you might in in an individual choice market, or indeed a market in which social choice and the copying of others is an intrinsic part.
Thought-provoking, enlightening and useful. Copy me and read it before everyone else does... ;)
The authors state that their `ambition is to provide you with a practical and usable map to help you navigate your way through the complex world of human behaviour'. What this book mainly focuses on is providing an interesting historical review of many ideas, theories and experiments that have built on each other to understand how peoples' decisions are influenced by others in society. The map comes at the end and is a two by two analytical matrix. As such it provides a thought provoking and practical framework for thinking about how people take consumption decisions in different situations. But if there is any guidance provided on what you should then do as a consequence, I missed it. The nearest I found to this was a recommendation to `light many fires' e.g. spread your bets.
It is good at what it does - it's just not what I was hoping it is. It stimulates thought rather than providing a route map forward. My only gripe would be that the structure of the book is not made clear, so I sometimes found myself confused about why a particular section or new idea appeared where it did. This makes it more difficult to follow the argument that the authors are making.
Obviously this book is highly relevant to people in marketing and advertising but I think the core ideas here can be applied to every walk of life and thus would recommend this book to everyone who is remotely interested in the way people behave; from bankers to graphic designers.
Most Recent Customer Reviews
When you look at childrens' names popularity evolution based on US census data some similar patterns appear with shape of the curve strikingly alike. Read morePublished on 22 May 2012 by Mikolaj Pietrzyk
This book is from the authors of Herd, another good book also concerned with social behaviour. So many books in this field and the general behavioural area repeat the same old... Read morePublished on 22 Feb. 2012 by Tunde
Enjoying this as much as Mark Earls' previous book HERD. Based on the idea that we're fundamentally social animals who copy others rather than making independent rational decisions... Read morePublished on 14 Jan. 2012 by LW
People copy people. It has always been that way but now in our `always on' interconnected world this fact has a more profound effect on the way we think about social behaviour than... Read morePublished on 3 Nov. 2011 by Marktylerb
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