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F. J. Yakob ""Genius Steals"" (London)
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Herd: How to Change Mass Behaviour by Harnessing Our True Nature
Herd: How to Change Mass Behaviour by Harnessing Our True Nature
by Mark Earls
Edition: Hardcover
Price: £22.94

3 of 5 people found the following review helpful
5.0 out of 5 stars You're not an individual, 23 Nov. 2007
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.

This is CLEARLY complete rubbish and Mark delights in demonstrating the fact.

What we do is hugely influenced by the actions of others - the Herd - and Mark gives loads of delightful examples of this - as well a compelling account of the anthropological, psychological and neurological foundation of this behaviour.

Hmm - that makes it sound very serious - it is in a way but it's also fun and funny.

Read, enjoy, and never use a urinal without thinking of Mark again.


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