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Sway by Ori Brafman, Rom Brafman


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We all think we make up our own minds based on rational thought (well most of the time) but this fascinating book shows us how we can be “swayed” by forces beyond our control, things that may actually make us act completely irrationally. This book is full of interesting scenarios and psychological experiments which show how easily we can be influenced without realising we are. Very interesting indeed.


Sway by Ori Brafman, Rom Brafman

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

Sway is a fascinating insight into the way we all behave and will change the way you view
the world.

Browse inside this book


'A breezy introduction to the science of decision making ... shows the many ways in
which logical throught 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

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

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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Book Info

Publication date

5th February 2009


Ori Brafman, Rom Brafman

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Virgin Books


224 pages


The Real World
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