Copycats & Contrarians Why We Follow others...and When We Don't, by Michelle Baddley
October 23, 2018
In her book Copycats and Contrarians: Why We Follow Others... and When We Don't the research professor Michelle Baddeley gives an insight into the nature of the decision-making process. Our instinct to copy others is ancient and hardwired. In prehistoric times learning through imitation helped our ancestors to survive. But in today’s digitally driven world are these same instincts proving destructive? Do we need to cultivate our contrarian side in order to thrive? The book investigates what drives our copycat and contrarian behaviors. It takes into account the conscious and unconscious influences, including the appetite for risk, peer pressure and social norms, impact of emotions and the need to create identities.