Customer Review

7 of 8 people found the following review helpful
3.0 out of 5 stars Engaging but frustratingly superficial, 17 Jun 2009
This review is from: Sway: The Irresistible Pull of Irrational Behaviour (Paperback)
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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3.8 out of 5 stars (12 customer reviews)
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