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Publisher's Summary

Since the Enlightenment, there has been a very simple but widely held assumption that we are a species of thinking individuals and that human behavior is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioral and neuro scientists suggests that our species is designed as a herd or group animal.

Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behavior, with a result that necessitates a complete rethinking about these subjects.

To open the mind of the business listener, Herd provides a host of unusual examples and anecdotes, from Peter Kay to Desmond Tutu, Apple to UK Sexual Health programmes, George Bush to Castle Lager, from autism to depression to the real explanation for the placebo effect in pharmaceutical testing.

©2009 Mark Earls (P)2010 Audible, Inc.

Critic Reviews

"It will change the way you think about marketing. It will also change the way you think about yourself." ( Marketing Direct)

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  • Overall
    5 out of 5 stars

Herd is a winner

Incredibly insightful and practical, Herd draws one's focus to the principles at play in group behaviour. From educators to marketers this book is an investment in common sense and canny thinking. It drives home the point that groups of people look for authenticity and want to belong. The modern trend of marketing on superficial values has disillusioned these groups and they are now less trusting of the "message" (skeptics) and are more inclined to follow the herd- rightly or wrongly. Mark Earls has done a terrific job of putting these issues in perspective.

3 of 3 people found this review helpful

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    5 out of 5 stars
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    5 out of 5 stars

A must listen for anyone in the Creative industries

I really can’t say how much of a difference this book has made to my thinking. It makes sense of a bunch of vague hunches I’ve had for years, (based on mark’s previous book “welcome to the Creative age”) but is both practical and entertaining (minor gripes about the American Traders’s pronunciations aside: Slough is SLUW, not SLOF ;) the best, most useful book about advertising/social/strategic thinking I’ve read in years. Gamble a credit. It’s worth every penny.

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So boring! Couldn't finish it.

This is one of the more boring books I've ever tried to listen to. Very dry. Information is probably good. I didn't make it that far.