This book, by Robert Cialdini, is the best thing I have read in ages. Fascinating insights into the irrational responses that people have that cause their judgement to be unreasonably swayed. The chapters on consistency and authority are very good, and the book is full of well-cited academic research, statistics and real-life examples.
The best part of the book, however, is the chapter on Social Proof, and this is outstanding. I have never read an account better, more compelling or as thoroughly explained as this into the way people react in a herd mentality, and the ways in which it causes silly responses in a whole range of situations.
The book also has some great newspaper cuttings, photographs and a great selection of newspaper and magazine cartoons, which keep it from becoming heavy reading.
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