Copycats and contrarians: why we follow others...and when we don't

Rioting teenagers, tumbling stock markets and the spread of religious terrorism appear to have little in common, but all are driven by the same basic instincts: the tendency to herd, follow and imitate others.

Drawing on insights from across the social, behavioural and natural sciences, Michelle Baddeley explores contexts in which behaviour is driven by the herd.

She analyses the rational vs. nonrational and cognitive vs. emotional forces involved, and she investigates why herding only sometimes works out well.