# Highly Recommended《Bran-New + Examine The Hidden Psychological Forces That Caused Us To Act Irrationally And How To Change It》ORI Brafman & Rom Brafman - SWAY : The Irresistible Pull of Irrational Behavior
This New York Times bestseller in hardcover edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM66.15. Now here Only at RM22 A fascinating journey into the hidden psychological influences that derail our decision-making, Sway will change the way you think about the way you think. ➽ Why is it so difficult to sell a plummeting stock or end a doomed relationship? ➽ Why do we listen to advice just because it came from someone “important”? ➽ Why are we more likely to fall in love when there’s danger involved? In Sway, renowned organizational thinker Ori Brafman and his brother, psychologist Rom Brafman, answer all these questions and more. Drawing on cutting-edge research from the fields of social psychology, behavioral economics, and organizational behavior, Sway reveals dynamic forces that influence 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), and the “chameleon effect” (our tendency to take on characteristics that have been arbitrarily assigned to us). Sway introduces us to the Harvard Business School professor who got his students to pay $204 for a $20 bill, the head of airline safety whose disregard for his years of training led to the transformation of an entire industry, and the football coach who turned conventional strategy on its head to lead his team to victory. We also learn the curse of the NBA draft, discover why interviews are a terrible way to gauge future job performance, and go inside a session with the Supreme Court to see how the world’s most powerful justices avoid the dangers of group dynamics. Every once in a while, a book comes along that not only challenges our views of the world but changes the way we think. In Sway, Ori and Rom Brafman not only uncover rational explanations for a wide variety of irrational behaviors but also point readers toward ways to avoid succumbing to their pull. A few interest and core values of the book: ● All about first impressions. First impressions can sway our opinion of something for years to come regardless of subsequent performance. ● Labels matter. If you label someone as a higher performer, top of class, leader, having command potential, etc , it will translate into them actually having it. My high school motto was Principes Non Homines (leaders not men), now I know why they thought that would work. ● When we brand or label people they take on the characteristics of the diagnosis. ● People are easily swayed when other people they deal with are decent or nice or fair to them. You enjoy a restaurant 10 times more if the waiter is really nice, regardless of the food (the product). Same goes for any service or business relationship. ● Heightened adrenaline levels lead to higher levels of romantic interest ● We have "two engines" running in our brain that don't operate simultaneously. So we usually approach things from either an altruistic perspective or a self-interested one. Money (self-interest) is not always the best motivator, sometimes pride (in your country, your city, what you do) will inspire people much more. Recently we have seen plenty of irrational behavior, whether in politics or the world of finance. What makes people act irrationally? In a timely but thin collection of anecdotes and empirical research, the Brafman brothers—Ari ( The Starfish and the Spire), a business expert, and Rom, a psychologist—look at sway, the submerged mental drives that undermine rational action, from the desire to avoid loss to a failure to consider all the evidence or to perceive a person or situation beyond the initial impression and the reluctance to alter a plan that isn't working. To drive home their points, the authors use contemporary examples, such as the pivotal decisions of presidents Lyndon B. Johnson and George W. Bush, coach Steve Spurrier and his Gators football team, and a sudden apparent epidemic of bipolar disorder in children (which may be due more to flawed thinking by doctors making the diagnoses). The stories are revealing, but focused on a few common causes of irrational behavior, the book doesn't delve deeply into the psychological demons that can devastate a person's life and those around him. It is great book. Quick read, and you learn about about psychology that you can apply to life or business.
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