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Publisher's Summary

Like the best-selling Blink and Freakonomics, this lively narrative is a fresh view of the world, explaining the previously inexplicable and revealing hidden influences on human decision-making. A Harvard Business School student pays over $200 for a $20 bill. Washington, D.C., commuters ignore a free subway concert by a violin prodigy. A veteran airline pilot attempts to take off without control-tower clearance and collides with another plane on the runway. Why do we do the wildly irrational things we sometimes do?
Drawing on cutting-edge research from the fields of social psychology, behavioral economics, and organizational behavior, brothers Ori and Rom Brafman reveal the dynamic forces that act on us repeatedly over time, affecting nearly every aspect of our personal and business lives. They show how we are sabotaged by loss aversion (going to great lengths to avoid perceived losses), the diagnosis bias (ignoring evidence that contradicts our initial take on a person or situation), and commitment (even when a plan isn't working, we are reluctant to change course).
Weaving together colorful stories about dot-com millionaires, game-show audiences, NBA coaches, and the U.S. Supreme Court, this audiobook tours the flip side of reason and points us toward a more rational life.
©2008 Copyright © Ori and Rom Brafman. Recorded by arrangement with Currency/Doubleday Broadway Publishing Group, a division of Random House, Inc. (P)2008 HighBridge Company
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Critic Reviews

"Brilliant." (Klaus Schwab, chairman of the World Economic Forum)
"Sway helped me recognize an aspect of irrational behavior in my experimental work in physics. Sometimes I have jumped into some research that didn't feel quite right...but some irrational lure, such as the hope of quick success, pulled me in." (Martin L. Perl, 1995 Nobel Laureate in physics)
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Customer Reviews

Most Helpful
3 out of 5 stars
By Martin Proulx on 12-10-08

Disappointing book

If you want to understand the reasons behind irrational behaviour, "Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely" is a much better choice.

The authors of "Sway" preferred storytelling to detailed explanation to explain irrational behaviours. Although their stories are mildly entertaining, they lack the depth and details of Ariely's book. Unless you are looking for superficial answers to irrational behaviours, I would recommend you invest a few more hours in reading Ariely's book and get a much better understanding.

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35 of 37 people found this review helpful

4 out of 5 stars
By Andy on 08-23-08


I really enjoyed listening to Sway. The authors gave great examples of poor decision making They backed up the examples by laying out a "research supported" framework that helped explain what caused these bad decisions to occur. Further, they also laid out frameworks of decision making designed to avoid making poor decision. Narration was solid.

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9 of 9 people found this review helpful

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