In 2003, the first white–painted bicycle shrine appeared on the streets of St Louis, Missouri, to commemorate a fallen rider. Soon, cities in other US states had their own versions; but today, we see these shrines in more than 80 cities around the world. Like the ‘cellotaphs’ – the rash of floral tributes that mark the site of road–accidents in the UK with cheap flowers and sentimental prose – this phenomenon seems to have come from nowhere and yet suddenly it is everywhere. How do you explain the explosion of cultural phenomena of things like this? Like the adoption of text messaging when there has been little or no active promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? Unless you have a good explanation of how these kinds of things arise, you won’t have much chance of altering them. HERD explains that most of us have misunderstood the mechanics (the ‘how’) of mass behaviour because our thinking is shaped by misplaced...

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