The power of "usness"
An examination of the distinctive homo sapien characteristic of "usness" which marks out our behaviour. This takes in the nature of cooperation, language and thought among humans, as crucial underpinnings of "usness", a distinctive type of group collective behaviour in which homo sapiens unconsciously as much as consciously adapt to shared ways of doing and thinking, based on shared narratives around shared experiences, embodying values of parochial altruism. The commentary considers some of the theoretical frameworks which accommodate "usness", and it considers the implications for group thought, group speaking and group action in the field of behaviour change, and the scope for further action emanating from this construct.
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Document Type: Commentary
Publication date: 01 September 2017