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Persuade by Philip Hesketh

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Introduction: Our seven psychological ‘drivers’

It's no secret that being part of a social group provides an all-important sense of belonging. For years, American Express has spent millions telling us that ‘membership’ has its privileges. But there is more to it. People believe a sense of belonging to a social group also gives their life more meaning.

But what's with this in-built desire to join social groups? In the animal kingdom the reason is easy to understand since it's mostly about survival. That's why wolves hunt in packs, birds fly together for safety and ants achieve more by working in unison.

Like Ant and Dec, for instance.

However, for humans, belonging to a group helps us form a view of our social identity which, in turn, contributes ...

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