Yes, that's right, HERDmeister is recommending a piece of neuroscience…ring out those bells
Social neuroscience is the coming thing: it's one thing to understand the neurophysiological basis of individual responses but to understand better how our interactions with each other effect us….
Folk like Marco Iacaboni whose excellent work on mirror neurons and John Cacioppo's fab Loneliness book which traced the real physiological (including neurophsyiological) impact of chronic loneliness are among those laying a great path.
Given how important we know that social influence is and the centrality of social to the diffusion of ideas and behaviour, this seems like the beginning of something really exciting.
Watch this space…
NB AMENDED December 5th: I inadvertently elided the eminent Iacaboni and Cacioppo. Apologies to you and them.