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I'll Have What She's Having: Mapping Social Behavior
     

I'll Have What She's Having: Mapping Social Behavior

5.0 1
by Alex Bentley
 

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Humans are, first and foremost, social creatures. And this, according to the authors of I'll Have What She's Having, shapes -- and explains -- most of our choices. We're not just blindly driven by hard-wired instincts to hunt or gather or reproduce; our decisions are based on more than "nudges" exploiting individual cognitive quirks.I'll Have What She's

Overview

Humans are, first and foremost, social creatures. And this, according to the authors of I'll Have What She's Having, shapes -- and explains -- most of our choices. We're not just blindly driven by hard-wired instincts to hunt or gather or reproduce; our decisions are based on more than "nudges" exploiting individual cognitive quirks.I'll Have What She's Having shows us how we use the brains of others to think for us and as storage space for knowledge about the world. The story zooms out from the individual to small groups to the complexities of populations. It describes, among other things, how buzzwords propagate and how ideas spread; how the swine flu scare became an epidemic; and how focused social learning by a few gets amplified as copying by the masses. It describes how ideas, behavior, and culture spread through the simple means of doing what others do.It is notoriously difficult to change behavior. For every "Yes We Can" political slogan, there are thousands of "Just Say No" buttons. I'll Have What She's Having offers a practical map to help us navigate the complex world of social behavior, an essential guide for anyone who wants to understand how people behave and how to begin to change things.

Editorial Reviews

YCN - Collyn Ahart
[A] highly informative tool-kit for understanding the exchange of knowledge and behaviour between people and is a must-read for anyone engaged in marketing and social media.

Smithery - John V. Willshire
It's fascinating, thought-provoking, and contains some really useful, practical structures around using data around a business to understand what sort of market you're in.

From the Publisher
"[A] highly informative tool-kit for understanding the exchange of knowledge and behaviour between people and is a must-read for anyone engaged in marketing and social media." — Collyn Ahart,YCN

"It's fascinating, thought-provoking, and contains some really useful, practical structures around using data around a business to understand what sort of market you're in." — John V. Willshire,Smithery

Product Details

ISBN-13:
9780262297981
Publisher:
MIT Press
Publication date:
08/26/2011
Series:
Simplicity: Design, Technology, Business, Life
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
160
File size:
417 KB

What People are Saying About This

John Kearon
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.

Yoram (Jerry) Wind
Social networks and the power of word of mouth are increasingly important today. If you have been looking for social influence models corresponding to rational decision theory and behavioral economics, this is the book for you. Insightful examples and innovative mapping of collective behavior make this a fun and must-read book.

From the Publisher
"[A] highly informative tool-kit for understanding the exchange of knowledge and behaviour between people and is a must-read for anyone engaged in marketing and social media."— Collyn Ahart, YCN

The MIT Press

"It's fascinating, thought-provoking, and contains some really useful, practical structures around using data around a business to understand what sort of market you're in." —John V. Willshire, Smithery

The MIT Press

Grant McCracken
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.

Jerry Wind
"Social networks and the power of word of mouth are increasingly important today. If you have been looking for social influence models corresponding to rational decision theory and behavioral economics, this is the book for you.

Insightful examples and innovative mapping of collective behavior make this a fun and must-read book." — Yoram (Jerry) Wind, Lauder Professor and Director of the SEI Center for Advanced Studies in Management, Wharton School,University of Pennsylvania

Robert Barocci
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.

Meet 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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I'll Have What She's Having: Mapping Social Behavior 5 out of 5 based on 0 ratings. 1 reviews.
RolfDobelli More than 1 year ago
The title of this study of social behavior comes from the Katz Deli scene in the romantic comedy When Harry Met Sally. One woman observes another appearing to have an orgasm at a nearby table and tells the waiter: “I’ll have what she’s having.” The title serves as useful shorthand for the human practices of imitation, replication and diffusion of ideas. Academics Alex Bentley and Michael J. O’Brien and consultant Mark Earls offer lucid prose and easy-to-follow examples in their fine introduction to social behavior. getAbstract recommends their insights to those interested in greater self-knowledge, social change, or marketing and innovation.