In chapter 13 the section of social influence: conformity and obedience, shows us a tremendous study 'Asch Studies' which has done great discoveries on social conformity with concrete findings. The study put to the test whether people would agree to an answer they knew was wrong. Even if everyone said the answer was right. The results that show peoples strong desire to "fit in with the group." In the study the participants chose against their own correct knowledge to follow suit with the normality of the group. This idea sparked another one in me which was the thought on how corporate business uses this psychological mystery into marketing their products. The big businesses that have no direct form of importing craft, Audience to the masses. Not to what not the rich or the most desired customer, but the most people you can get. And by doing this they play of a generational norm and beg people to tell them they are wrong. Cause nobody can say no to an idea that "everyone" has to have. We are all just cool cats and out with cool cats trying to hang out with cooler cats; even if we don't think they're all that cool in the first place.