Jonah Lehrer: Uniqueness is a Sham, But People Are Still Driven to It
As Lehrer puts it:
It appears to be a pretty essential component of Westerners—that’s why it’s engaged in a deep psychological dialogue with rewards for food and sex. Of course, this won’t be news to retailers. They’ve long catered to our desire for uniqueness, selling us mass-produced commodities that promise to express our real, authentic selves. It’s not until we’re standing in line waiting for a cappuccino that we realize how badly we’ve been played.Jonah Lehrer—hailed as "an important new thinker" by The Los Angeles Times—is the author of Proust Was a Neuroscientist and the instant bestseller, How We Decide. Captivating, accessible, and never dull, he talks about how how we can make better decisions—invaluable information for anyone interested in matters of mind and commercial message.