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.