"Children at some point become aware they are the targets of the judgments of others who are using social norms as standards. So children attempt to influence these judgments-what the sociologist Erving Goffman called 'impression management.' through this kind of vigilance is born the public self, whose reputation we all spend so much time and energy cultivating and defending. Social norms represent, in some complex way, the perspective and values of the social group as a whole." (pg 30-31)

What implications does this have for brands? We know brands are often used as a form of association to improve one's public self image.

Thought: girls don't like whores because they put out for men, giving men less of a reason to marry/support a woman. Girls are judging whores to make them feel like they are doing something wrong, when in reality, they're reason for doing it isn't one of morals, it's one of selfishness.

This note was recorded by Thom Pulliam from page 31 of Why We Cooperate.