Author:

Ori Brafman and Rom Brafman

Full Title:

Sway: The Irresistible Pull of Irrational Behavior

Synopsis:

Sway examines the subtle psychological forces that shape human decision-making, frequently resulting in actions contrary to individuals' best interests. The authors, Ori and Rom Brafman, analyze concepts such as loss aversion, which describes the tendency to avoid losses at significant cost; diagnosis bias, which refers to the difficulty in revising initial judgments; and the chameleon effect, which explains the adoption of characteristics assigned by others. Drawing on a range of case studies, including examples from aviation and the Supreme Court, the book illustrates why individuals persist in unsuccessful endeavors and offers strategies to identify and counteract these influences to facilitate more rational and effective decisions.