Sway by Ori Brafman
The Irresistible Pull of Irrational Behavior

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A fascinating journey into the hidden psychological influences that derail our decision-making, Sway will change the way you think about the way you think.

Why is it so difficult to sell a plummeting stock or end a doomed relationship? Why do we listen to advice just because it came from someone “important”? Why are we more likely to fall in love when there’s danger involved? In Sway, renowned organizational thinker Ori Brafman and his brother, psychologist Rom Brafman, answer all these questions and more.

Drawing on cutting-edge research from the fields of social psychology, behavioral economics, and organizational behavior, Sway reveals dynamic forces that influence every aspect of our personal and business lives, including loss aversion (our tendency to go to great lengths to avoid perceived losses), the diagnosis bias (our inability to reevaluate our initial diagnosis of a person or situation), and the “chameleon effect” (our tendency to take on characteristics that have been arbitrarily assigned to us).

Sway introduces us to the Harvard Business School professor who got his students to pay $204 for a $20 bill, the head of airline safety whose disregard for his years of training led to the transformation of an entire industry, and the football coach who turned conventional strategy on its head to lead his team to victory. We also learn the curse of the NBA draft, discover why interviews are a terrible way to gauge future job performance, and go inside a session with the Supreme Court to see how the world’s most powerful justices avoid the dangers of group dynamics.

Every once in a while, a book comes along that not only challenges our views of the world but changes the way we think. In Sway, Ori and Rom Brafman not only uncover rational explanations for a wide variety of irrational behaviors but also point readers toward ways to avoid succumbing to their pull.

About Ori Brafman

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Ori Brafman is coauthor of The Starfish and the Spider and is a renowned organizational expert who regularly speaks before Fortune 500, governmental, and military audiences. A graduate of Stanford Business School, he lives in San Francisco.Rom Brafman holds a Ph.D. in psychology and has taught university courses in personality and personal growth. His current research interests focus on the dynamics of interpersonal relationships. He has a private practice in Palo Alto, California.
Published June 3, 2008 by Crown Business. 224 pages
Genres: Business & Economics, Health, Fitness & Dieting, Self Help, Professional & Technical. Non-fiction

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Kirkus Reviews

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“This feeling of dread over a price increase,” write the authors, “is disproportionate to the satisfaction you feel when you get a good deal.” In other words, we seem programmed to expect disappointment and to fight harder to avoid losing a buck than to earn one in the first place, messy matters ...

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Publishers Weekly

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In a timely but thin collection of anecdotes and empirical research, the Brafman brothers—Ari (The Starfish and the Spire ), a business expert, and Rom, a psychologist—look at “sway,” the submerged mental drives that undermine rational action, from the desire to avoid lo...

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Here’s where commitment merges with the sway of ‘value attribution’: our tendency to imbue someone or something with certain qualities based on perceived value, rather than on objective data.”(This is one of the eight deceptions that Phil Rosenzweig discusses in his book, The Halo Effect.) The Br...

Nov 13 2009 | Read Full Review of Sway: The Irresistible Pull o...

Book Reporter

There are great ideas and stupid ideas in all of us.

Jan 23 2011 | Read Full Review of Sway: The Irresistible Pull o...

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