3: 'I' vs. 'Us' 85

Yes we can 87

Travelling for real 89

Beware Greeks 91

Ubuntu 92

Peace and reconciliation 93

Wo die Zitronen blühn 95

Studying consumer tribal behaviour 97

Beyond marketing 97

Far from the madding crowds 98

The politics of 'I' 100

The collective mind 100

No such thing as society 102

Is the rest of the world so wrong? 102

'I' ideology 103

How social psychology got individualized 104

'I' research 105

Expert opinion 106

Heroes and villains, and other individuals 108

Unhappy feet? 108

The curious tale of curious George 109

What this chapter has demonstrated 110

Some questions 111

Issues for marketers arising from this chapter 111

Part Two: The Seven Principles of Herd Marketing