Imitation is not only the cinserest form of flattery, it is a law of nature, say scientists. Fads, fashion and shifts in public opinion can be attributed to the fact thtat we love to copy each other.

In fact, being a fashion victim; buying the latest handbag or this season's must-have shoes can be put down to the human need to survive by following others, researchers believe.

The main reason people imitate others is because they think friends are smarter than them by knowing something they don't, scientists in France found. Imitation is also deeply rooted in biology as a survival strategy, according to New Scientist magazine. Hence, your average high street store copies catwalk fashion before it even hits the stores. It's called survival strategy.


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