Mental short cuts

In 1927, Claude Hopkins wrote:
"People are like sheep. They can not judge values, nor can you and I. We judge things largely by others' impressions, by popular favor. We go with the crowd. So the most effective thing I have ever found in advertising is the trend of the crowd.

That is a factor not to be overlooked. People follow styles and preferences. We rarely decide for ourselves, because we don't know the facts. But when we see the crowds taking any certain direction, we are much inclined to go with them."

Hopkins CC. My life in advertising (1927) & Scientific advertising (1923). Chicago. NTC Business Books 1996 p119