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The Crowd

by Conrad

During a recent book report with my colleagues at kasina we discussed "The Crowd," written in 1896 by Gustave Le Bon, which attempts to explain how humans behave in large groups. While the book may seem very old and the topic may sound a little bit dry it is actually a quite fascinating read. The main idea of the book is that individuals can become unthinking entities of the Herd, "by the mere fact that he forms part of a crowd, a man descends several rugs in the ladder of civilization." And as part of a crowd people will do acts which they would not have done on their own. "During the French revolution, enlightened citizens of peaceful habits, did not hesitate to sign the most savage proposals, to guillotine clearly innocent individuals."

Quite revolutionary for its time, "The Crowd" offers insight into the herd mentality, arguing that social pressure has influenced choices throughout history. He also states that the masses have never thirsted after truth. "Whoever can supply them with illusions is easily their master, whoever attempts to destroy their illusions is always their victim". The book offers more practical implications for marketing and sales as well. "To exaggerate, to affirm, to resort to repetitions, and never attempt to prove anything by reasoning are methods well known to great speakers". Common sense arguments, logic, and thoughtful concerns, Le Bon argues, are lost on the masses. I would recommend considering this before planning the next campaign.