Mass Behaviour

Since the Enlightenment, there has been a very simple but widely held assumption that we are a species of thinking individuals and that human behavior is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioral and neuroscientists suggests that our species is designed as a herd or group animal. Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behavior, with a result that necessitates a complete rethinking about these subjects.

Not only do individuals have core beliefs about what the government should or should not do, but individuals have become more likely to support the party that best matches their policy attitudes by both identifying as a member of that party and voting for that party in elections. However, as Zingher demonstrates, voters' ability to match their attitudes to a party or candidate varies according to signals sent by elites and increases as parties become more polarized.