Why are we more susceptible to falling in love when we feel we are in danger?

How was a Harvard Business School professor able to convince a student to pay 208 dollars for a twenty-dollar bill?

What caused the head of safety at KLM Airlines to disregard his training and the rules of aviation, leading to the deadliest airline crash in history?

In SWAY, renowned organizational thinker Ori Brafman and his brother, psychologist Rom Brafman, explain what these phenomena have in common by revealing the hidden psychological forces that drive irrational behavior.

Drawing on the latest research from social psychology, behavioral economics, and organizational behavior, the Brafmans reveal the ongoing dynamic forces that affect nearly every aspect of our personal and business lives, including:

• Loss aversion: our tendency to go to great lengths to avoid perceived losses
• The diagnosis bias: our inability to reevaluate our initial diagnosis of a person or situation
• Commitment: our reluctance to change the course of a plan or decision, even when it's not working

A lively and thought-provoking narrative in the bestselling tradition of Blink, SWAY shows how these and other psychological undercurrents distort logical thought, and reveals how readers can avoid falling victim to them.

• Conduct of LifeErrorsGroup BehaviorIllogical BehaviorIrrationalismPhilosophyPsychologyRationalismSocial PsychologyStupidity
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