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Sway: The Irresistible Pull of Irrational Behaviour [Kindle Edition]

Brafman Ori
4.0 out of 5 stars  See all reviews (230 customer reviews)

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Book 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.

Editorial Reviews

From Publishers Weekly

Recently we have seen plenty of irrational behavior, whether in politics or the world of finance. What makes people act irrationally? 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 loss to a failure to consider all the evidence or to perceive a person or situation beyond the initial impression and the reluctance to alter a plan that isn't working. To drive home their points, the authors use contemporary examples, such as the pivotal decisions of presidents Lyndon B. Johnson and George W. Bush, coach Steve Spurrier and his Gators football team, and a sudden apparent epidemic of bipolar disorder in children (which may be due more to flawed thinking by doctors making the diagnoses). The stories are revealing, but focused on a few common causes of irrational behavior, the book doesn't delve deeply into the psychological demons that can devastate a person's life and those around him. (June)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.


"A breezy introduction to the science of decision making ... shows the many ways in which logical thought can be subverted or "swayed" Wall Street Journal "A breathtaking book that will challenge your every thought, Sway hovers above the intersection of Blink and Freakonomics." Tom Rath, co-author of the New York Times Number 1 bestseller 'How Full Is Your Bucket?' "A worthy companion to Malcolm Gladwell at his best. One of those rare books that explains the obvious in ways that are not obvious at all" Kirkus Reviews "A unique and compulsively readable look at unseen behavioural forces" Fortune "Many come to claim the crown of Freakonomics ... this is a valid pretender to the throne" The Bookseller

Product Details

  • File Size: 511 KB
  • Print Length: 224 pages
  • Publisher: Virgin Digital (April 27, 2010)
  • Language: English
  • ASIN: B003JH79AA
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #736,466 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
132 of 142 people found the following review helpful
1.0 out of 5 stars Dissapointing Rehash of Other, Better Books December 7, 2008
I was excited when I purchased this book. I have read numerous titles in this genre, like Blink, Predictably Irrational, Influence, etc., and I was looking forward to more ineresting insights and anecdotes.

Unfortunately, almost the entire book has been covered (in more detail) by the books mentioned above.

I felt like I was reading a cliff's notes version of these previous works, with dumber (but warm!) authors.

If the book was just a regurgitation, I would let it slide. But, in some cases, the authors miss the point entirely.

For instance, when they are discussing the placebo effect, they mention the fact that "Prozac had about the same theapeutic effect" as a placebo (page 97).

They continue that although "the SSRI drugs are clinically ineffective, psychiatrists nevertheless kept diagnosing and prescribing. Once even the most seasoned professionals begin diagnosing, it's very hard to stop." (page 97 cont).

With a wave of the hand, the effectiveness of Prozac is disproven.

Or is it?

If these guys had bothered to read "13 Things That Dont Make Sense" by Michael Brooks, they might have uncovered the REALLY INTERESTING THING about Prozac and the placebo effect.

But no, instead they choose to become examples of the very diagnostic bias that they advocate against.

This is one example. There are many, many more.

Sorry guys... you seem like nice fellows. But c'mon... if you are going to write a book, at least write one I haven't read before.

For any of the readers out there interested in original work, I recommend passing on this one and checking out some of these titles.
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274 of 308 people found the following review helpful
3.0 out of 5 stars a decent book-let July 22, 2008
By alaska
Format:Hardcover|Verified Purchase
This is yet a another volume in the contemporary genre of books based on a single insight. In this case, the insight is that people often make predictably irrational decisions. This is interesting, and the authors assemble several anecdotes supporting their thesis, but a bit of judicious editing could have distilled their argument into a brief essay. Of course this would have been a less profitable format; one suspects the authors of exploiting an irrational bias favoring books over articles.
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116 of 128 people found the following review helpful
5.0 out of 5 stars A Magnetic Read (I've Been Swayed) June 3, 2008
I've always considered myself pragmatic, logical, and clearly even-keeled. Then, I read Ori and Rom's book Sway: The Irresistible Pull of Irrational Behavior. It's a magnetic read and I zipped through it in 2 quick sittings.

I rather like books that make me think twice about truths I hold self-evident. And Sway certainly made me think. Did I pre-judge my employees based on what others had said about them, or their previous jobs? Do I make rash (and possibly dangerous or stupid) choices when I'm committed to a certain plan of action and feel any diversion would be a loss? I certainly look for fairness in my business and personal transactions. But is fairness the key metric? Maybe not.

The book has opened my eyes and mind to new ways of approaching my business activities and relationships and family interactions. Hopefully I will recognize in advance a moment where I might act rash or choose the wrong -- irrational -- path and think again about my choices.
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32 of 34 people found the following review helpful
1.0 out of 5 stars Quick read, but there are better books out there July 28, 2009
Interested in choice psychology, I was excited to start reading this book. However, it quickly proved disappointing. The examples the books gives to illustrate behavioral patterns are entertainingly written, but poorly connected and don't help underline a clear point in each chapter. I felt fortunate that I had read other books on the topic so that I knew what they were talking about - otherwise I would have been unsure what exactly they were trying to illustrate. The Brafmans seem ultimately muddled, and don't seem to truly draw from their intertwined backgrounds as an economist and a psychologist.

The upside of this book is that it is a quick read, and does contain some new case studies to illustrate choice psychology principles.

If you take this subject seriously, or want to have a better understanding of the topics, I would instead urge you to read Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions, The Paradox of Choice: Why More Is Less, or Nudge: Improving Decisions About Health, Wealth, and Happiness. If you want a quick, easy read about this, try Yes!: 50 Scientifically Proven Ways to Be Persuasive.
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34 of 37 people found the following review helpful
5.0 out of 5 stars Pull me, Push me June 11, 2008
Format:Hardcover|Verified Purchase
This is a smoothly written, enjoyable quick read that covers a really interesting subject. We all think we make rational, reasonable choices. But we all know of times that when we look back now we wonder if we really picked the right door, or maybe if 'psychological' reasons somehow pushed or pulled us towards an imperfect choice. This book is one of many neat books that takes solid research published in the growing fields of behavioural economics and social psychology, and then makes a readable whole out of them. There are riptides we feel underneath the waves we see. Not Freud or Jung psychobabble, but reliable biases and mental shortcuts that work for us most of the time. This book is about the times when they work against us.

Cool stuff: Great examples bring the ideas to life. (Hearing a master play a Stradivarius on the NY subway, the academic reaction to the Piltdown man, a surprising secret in an Israeli army leadership training course. On and on.) No need for any prior psychology knowledge. Clearly lets the reader understand the non-intuitive principles involved. Includes recent research findings in a story driven format. Not bogged down by intellectual showing off or long digressions. There are references at the back for those who want to read the original research.

What it is not: This ain't a definitive textbook. It is not new ground (but rather an overview of the field in a readable form). It doesn't get into details or any depth of why we behave in these ways, or how the behaviours may be connected. But that's OK, as long as you know you are buying a great general read not a graduate-level treatment.

The book finds new veins of gold in the mine of psychological research that has already produced Robert Cialdini's `Influence,' Scott Plous's `The Psychology of Judgement and Decision Making,' and other cool books like `Nudge,' or ` Freakanomics.' An fascinating worthwhile read.
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Most Recent Customer Reviews
3.0 out of 5 stars Good Quick Read
The book gives numerous examples of how we override our rationality to home to conclusions or a decision that sometimes is not in our best interest. Read more
Published 14 days ago by Cleveland Woodson
4.0 out of 5 stars Good information but not really fun
Good book, good science, good stories. But I didn't find it nearly as captivating as Malcom Gladwell's books or Dan Arielly's books. Read more
Published 15 days ago by Holly
5.0 out of 5 stars As Advertised!
As Advertised!
Published 1 month ago by Peggy S. Miller
5.0 out of 5 stars A must read.
I have tried to apply the wisdom in this book to my investment decisions. I am also learning to apply this principal to other "experts" such as physicians. Read more
Published 1 month ago by garymitchell
5.0 out of 5 stars I better understand why I think the way I do as ...
A must read...I better understand why I think the way I do as well as the same about others...a great benefit when dealing with others and their behaviors.
Published 1 month ago by Sam Albert
5.0 out of 5 stars Excellent Stimulating
Lots of examples. Persuasive, engaging and easy to follow.
Published 2 months ago by Arthur
5.0 out of 5 stars Five Stars
Published 2 months ago by Jose Chavez
5.0 out of 5 stars Why we are irrational
Very interesting and very well written
Published 3 months ago by Barry T. Levy
5.0 out of 5 stars Easy Read of a Deep Dive
Fascinating subject matter. Dozens of real life, true examples that make this presentation of complex psycho-social issues easy to comprehend and apply. Wonderful work.
Published 3 months ago by Rob O
5.0 out of 5 stars Five Stars
Nice collection of various trends in behavioral psychology and economics.
Published 3 months ago by John K.
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More About the Author

New York Times bestselling Ori Brafman is the coauthor of The Starfish and the Spider, Sway, and Click. A renowned organizational expert, he regularly consults with Fortune 500 corporations and for the past three years has been working with General Martin Dempsey, the Chairman of the Joint Chiefs of Staff, to introduce chaos theory into the Army. A graduate of Stanford Business School, he lives in San Francisco.

Ori has repeatedly pushed the envelope of thinking about leadership, decision-making, and human interaction via the three books he has co-authored: The Starfish & The Spider: The Unstoppable Power of Leaderless Organizations (2006), Sway: The Irresistible Pull of Irrational Behavior (2008), and Click: The Magic of Instant Connections (2010). His newest book, The Chaos Imperative is about the need for organized chaos in organizations, and about his extensive work at the very top levels of the US military.

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