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.

DISCOVER THE HIDDEN FORCES THAT SABOTAGE RATIONAL BEHAVIOUR

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.

Reviews
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 *



Book Information
ISBN 9780753516829
Author Ori Brafman
Format Paperback
Page Count 224
Imprint Virgin Books
Publisher Ebury Publishing
Weight(grams) 156g
Dimensions(mm) 198mm * 126mm * 14mm