" Following the crowd is not an action that is simply fueled by a need to keep up with the Joneses. It is more fundamental than that, striking at the heart of three simple, yet powerful, underlying human motivations: the motivation to make accurate decisions as efficiently as possible, the motivation to affiliate with and to gain the approval of others, and the motivation to see oneself in a positive light. "

― , The Small Big: Small Changes That Spark Big Influence