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Sway: The Irresistible Pull of Irrational Behaviour
 
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Sway: The Irresistible Pull of Irrational Behaviour (Paperback)

by Ori Brafman (Author), Rom Brafman (Author)
3.8 out of 5 stars  See all reviews (4 customer reviews)
RRP: £7.99
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Sway: The Irresistible Pull of Irrational Behaviour + Predictably Irrational: The Hidden Forces That Shape Our Decisions + Nudge: Improving Decisions About Health, Wealth and Happiness
Price For All Three: £15.76

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Product details

  • Paperback: 224 pages
  • Publisher: Virgin Books; Uncorrected Proof Copy edition (5 Feb 2009)
  • Language English
  • ISBN-10: 0753516829
  • ISBN-13: 978-0753516829
  • Product Dimensions: 19.6 x 12.8 x 1.4 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon.co.uk Sales Rank: 87,124 in Books (See Bestsellers in Books)

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Product Description

Product Description

Why are we more likely to fall in love when we feel in danger? Why would an experienced pilot disregard his training and the rules of the aviation industry, leading to the deadliest airline crash in history? Why do we find it near-impossible to re-evaluate our first impressions of a person or situation, even when the evidence shows we were wrong? Discover the answers in "Sway". We all believe we are rational beings, yet the truth is that we're much more prone to irrational behaviour than we realise or like to admit. In this compelling book, Ori and Rom Brafman reveal why. Looking at irrational behaviour in fields as diverse as medicine, archaeology and the legal system, they chart the psychological undercurrents that influence even our most basic decisions. In doing so they draw on the latest research in social psychology and behavioural economics to reveal the irresistible forces that sway us all. "Sway" is a fascinating insight into the way we all behave and will change the way you view the world.


About the Author

Ori Brafman is the author of The Starfish and the Spider (Portfolio, 2007). He lectures internationally in front of Fortune 500, government and military audiences. He also serves on the boards of non-profit organisations A Home Within and The Plexus Institute. He holds an MBA from Stanford Graduate School of Business. Rom Brafman holds a doctoral degree in psychology and runs a private practice in Palo Alto, California. He has won awards for excellence in teaching and promoting positive human growth.

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Sway: The Irresistible Pull of Irrational Behaviour
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Customer Reviews

4 Reviews
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Average Customer Review
3.8 out of 5 stars (4 customer reviews)
 
 
 
 
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3 of 3 people found the following review helpful:
3.0 out of 5 stars A little anecdotal, 6 May 2009
By N. J. Wright (Ormskirk, Wild West Lancashire) - See all my reviews
(REAL NAME)   
An interesting read, but, depending on what you wanted, possibly an unsatisfactory one.

The book does what it says on the cover, and describes a number of situations where the irrational held sway, with a short explanation and reference to an experiment. And this was neatly done.

As a non-psychologist, I was reading more for insights I could use in my daily life, and the stories were all a bit anecdotal, and there wasn't enough "how to avoid it" or "Situations to be careful of" - maybe I was expecting too much?

At heart, it is a good book, but for me, nothing better than that.
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1 of 1 people found the following review helpful:
4.0 out of 5 stars Very good indeed - and doesn't outstay its welcome, 14 Sep 2009
By Daniel O'Connor "Daniboy | Copywriter" (Tunbridge Wells, UK) - See all my reviews
(REAL NAME)   
Two-word review: it's great!

Yes, it can be anecdotal, but in between the anecdotes are interesting and completely relevant descriptions of fascinating research undertaken on effective advertising, diagnostic bias and... "Who Wants To Be A Millionaire".

It makes its points, does a quick summing up and is over in 180 pages. Short, sweet and highly recommended.
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2 of 3 people found the following review helpful:
3.0 out of 5 stars Engaging but frustratingly superficial, 17 Jun 2009
By Dr. M. L. Poulter "Bias and Belief" (Bristol, UK) - See all my reviews
(REAL NAME)   
What the authors call a "Sway" is what is more generally called a cognitive bias. This is a well-written, quite short, rush through the subject, mainly focusing on real-world examples. It tells decision-makers that things can go badly wrong due to natural human biases - from confirmation bias to conformity - and gives lots of interesting examples. There are 42 endnotes pointing to relevant scientific research. However, where it falls down is that I don't feel that it teaches the reader how to think systematically about the subject: identifying biases, seeing clearly why a particular bias is the explanation for the behaviour they are talking about. This is partly made up for by the Epilogue which collects some tips for how to prevent yourself from being swayed. There are already several really excellent non-technical books on cognitive biases, including Sutherland's "Irrationality", Fine's "A Mind of its Own" and Ariely's "Predictably Irrational" (see my Listmania list). Then again, for someone who wants a quick introduction, "Sway" might be ideal.
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