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

ISBN-10: 026201615X
ISBN-13: 9780262016155
Edition: 2011
List price: $19.95 Buy it from $4.94
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Description: 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  More...

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Book details

List price: $19.95
Copyright year: 2011
Publisher: MIT Press
Publication date: 10/4/2011
Binding: Hardcover
Pages: 160
Size: 5.75" wide x 8.25" long x 0.75" tall
Weight: 0.638
Language: English

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.

John Maeda is President of Rhode Island School of Design and former Associate Director of the MIT Media Lab. In 2008 Esquire magazine named Maeda one of the 75 most influential people of the twenty-first century. He is the author of The Laws of Simplicity (MIT Press, 2006) and other books.

Foreword
Preface: In Katz's Deli
Out of the Trees
Playboy and the Pleistocene
The Forest for the Trees: The Social Side of Things
Organizing Our Thinking as Trees
Rules of the Game
Copying Brain, Social Mind
More Really Is Different
Why Copy?
The Social Brain: Organized in Trees
The Social Mind and Collective Memory
Social Learning, En Masse
Models of Social Diffusion
Anyone for "Less Nuanced"?
Why "Cold Fusion" Is Different
The Idea and the Virus
Heard That Name Before?
Traditions
Cascades
Unintended Cascades
"Impact" Cascades
Not Solid Ground
Things Get Complex
When Power Laws Cascaded
Avalanches and Wildfires
Cascades in Highly Connected Networks
Trees, Again
Learning from Cascades
When in Doubt, Copy
Extending the Game
Long Tails
Copycats
How Are People Copying?
Mapping Collective Behavior
A Map with Four Regions
The Age of "What She's Having"
Back in the Deli
Bibliography
Index

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