Instincts of the Herd in Peace and War

A weighty study in propaganda and social psychology!

Essential reading for marketing professionals, political strategists, and everyone interested in the dynamics of public consciousness.

Wilfred Trotter (1872–1939) was a prominent English surgeon and sociologist. Building on the ideas of Gustave Le Bon from his work "The Psychology of Peoples and Masses," Trotter made a significant step forward in studying group behavior and the methods of managing crowds—methods that are used today actively in political and marketing campaigns.

His book about the "herd instinct" was published shortly after the end of World War I. Observing how governments used various forms of propaganda to mobilize public support for military actions, Trotter formulated a theory of the herd instinct—an instinct that often contradicts the basic instincts of self-preservation, feeding, and reproduction. He thoroughly explored the reasons why people tend to follow leaders and accept the opinion of the majority—even when it goes against their personal interests.