Why do we queue for the latest iPhone? Devina Mehra explains the tribal instinct behind iPhone, luxury, investment FOMO
An iPhone queue, a luxury handbag waiting list and an investor chasing the latest market trend may seem unrelated. Why do people spend more for products they may not necessarily need, or rush into investments after others have made money? Devina Mehra says both behaviours can be traced to the same evolutionary instinct: the powerful human desire to belong.
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