In theory, we admire and aspire to originality. We claim to be different, in fact, singular in every way. Yet, according to the authors of an important new book on social behavior, we are far less original than we think. We don’t like to acknowledge it, but we borrow ideas and practices promiscuously and we imitate others with feverish abandon.
The book is titled I’ll Have What She’s Having: Mapping Social Behavior, and the authors are two leading anthropologists plus a marketing and communication consultant: Alex Bentley and Michael J. O’Brien are the anthropologists and Mark Earls the consultant on marketing and communication.