商品描述
How we learn from those around us: an essential guide to understanding how people behave. 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.
商品描述(中文翻譯)
如何從周圍的人學習：理解人類行為的基本指南。
人類首先是社會性生物。根據《I'll Have What She's Having》的作者所言，這塑造並解釋了我們大多數的選擇。我們並不是僅僅被硬性編程的本能驅動去狩獵、採集或繁殖；我們的決策基於的不僅僅是利用個體認知特徵的「推動」。
《I'll Have What She's Having》向我們展示了我們如何利用他人的大腦來思考，並作為儲存世界知識的空間。故事從個體擴展到小群體，再到複雜的人口結構。它描述了許多事情，包括流行語如何傳播、想法如何擴散；豬流感恐慌如何成為流行病；以及少數人的專注社會學習如何被大眾模仿而放大。它描述了想法、行為和文化如何通過簡單的模仿他人行為的方式傳播。
改變行為是非常困難的。對於每一個「Yes We Can」的政治口號，背後都有成千上萬的「Just Say No」按鈕。《I'll Have What She's Having》提供了一個實用的地圖，幫助我們導航社會行為的複雜世界，這是任何想要理解人類行為及如何開始改變事物的人的基本指南。
作者簡介
R. Alexander Bentley is Professor and Chair of the Department of Anthropology at the University of Tennessee and coauthor of
I'll Have What She's Having: Mapping Social Behavior and
The Acceleration of Cultural Change: From Ancestors to Algorithms (both published by the MIT Press).
Mark Earls is a London-based author and consultant on marketing, communication, and behavior change.
Michael J. O'Brien is Provost and Professor of History at Texas A&M University-San Antonio and the coauthor of
I'll Have What She's Having: Mapping Social Behavior and
The Acceleration of Cultural Change: From Ancestors to Algorithms (both published by the MIT Press).
An internationally recognized leader at the intersection of design and technology, John Maeda is Vice President of Design and Artificial Intelligence at Microsoft. He was the 16th President of the Rhode Island School of Design (RISD). Named by
Esquire as one of the 75 most influential people of the 21st Century, he has appeared as a speaker all over the world, from Davos to Beijing to São Paulo to New York, and his talks for TED.com have received millions of views. He is the author of
Design by Numbers,
The Laws of Simplicity, and
Redesigning Leadership, all published by the MIT Press.
作者簡介(中文翻譯)
R. Alexander Bentley 是田納西大學人類學系的教授及系主任，也是《I'll Have What She's Having: Mapping Social Behavior》和《The Acceleration of Cultural Change: From Ancestors to Algorithms》（均由麻省理工學院出版社出版）的共同作者。
Mark Earls 是一位駐倫敦的作者及市場行銷、溝通與行為改變的顧問。
Michael J. O'Brien 是德州農工大學聖安東尼奧分校的教務長及歷史學教授，也是《I'll Have What She's Having: Mapping Social Behavior》和《The Acceleration of Cultural Change: From Ancestors to Algorithms》（均由麻省理工學院出版社出版）的共同作者。
John Maeda 是設計與科技交匯處的國際知名領袖，現任微軟設計與人工智慧副總裁。他曾擔任羅德島設計學院（RISD）的第16任校長。被《Esquire》雜誌評選為21世紀75位最具影響力的人物之一，他在全球各地演講，從達沃斯到北京，再到聖保羅和紐約，他在TED.com的演講獲得了數百萬次的觀看。他是《Design by Numbers》、《The Laws of Simplicity》和《Redesigning Leadership》的作者，這些書籍均由麻省理工學院出版社出版。
