I'll Have What She's Having: Mapping Social Behavior (Simplicity: Design, Technology, Business, Life) - Hardcover

Bentley, R. Alexander; Earls, Mark; O'Brien, Michael J.

Hardcover

ISBN 10: 026201615X ISBN 13: 9780262016155

Publisher: The MIT Press, 2011

Synopsis

How we learn from those around us: an essential guide to understanding how people behave.

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.

About this title

About the Author:

R. Alexander Bentley is Professor and Chair of the Department of Anthropology at the University of Tennessee and coauthor of I'll Have What She's Having: Mapping Social Behavior and The Acceleration of Cultural Change: From Ancestors to Algorithms (both published by the MIT Press).

Mark Earls is a London-based author and consultant on marketing, communication, and behavior change.

Michael J. O'Brien is Provost and Professor of History at Texas A&M University–San Antonio and the coauthor of I'll Have What She's Having: Mapping Social Behavior and The Acceleration of Cultural Change: From Ancestors to Algorithms (both published by the MIT Press).

An internationally recognized leader at the intersection of design and technology, John Maeda is Executive Vice President/Chief Experience Officer at Publicis Sapient. He was the 16th President of the Rhode Island School of Design (RISD) and before that was Associate Director of the MIT Media Lab. He is a designer, technologist, and catalyst behind the national movement to transform STEM (science, technology, engineering and math) to STEAM with the addition of the arts. He is the author of Design by Numbers (1999), The Laws of Simplicity (2006) and Redesigning Leadership (2011), all published by The MIT Press.

Review:

[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

About this edition

• Publisher: The MIT Press
• Publication date: 2011
• ISBN 10: 026201615X
• ISBN 13: 9780262016155
• Binding: Hardcover
• Number of pages: 160