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Sway

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Sway …

Sway
A lecture by Melih Arat at Epoka University

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  • 1. SwayTheIrresistablePull of IrrationalBehaviour
    OriBrafmanand Rom Brafman
  • 2. Sway
    Pouringasbestostotheheart
    O-Ring seal of Challenger
    “Wedon’tknowtheconsequences.”
    A womancomestoemergencyroombypanic. Her son has a stomachache.
  • 3. SWAY
    Inthisbookwe'llexploreseveral of thepsychologicalforcesthatderailrationalthinking. Whereverwelooked--acrossdifferentsectors, countries, andcultures--wesawdifferentpeoplebeingswayed in verysimilarways.
  • 4. KLM Flight 4805
    CaptainJacob Van Zanten
    A bombexplosion at LasPalmasairport
    KLM 4805 at Tenerifeairport
  • 5. ThePower of LossAversion
    Jordan Walters of SmithBarney
    A clientwantsto buy a biotechcomponyshares.
    You buy it from 47 dollar
    Itfallsto 42 dollar
    If it goesbackto 47 dollar, I willsell.
    Itgoesdownto 37 dollar.
    Thecommitmentandaversiontoloss…
  • 6. TheSwamp of Commitment
    20 USD Bill Game
    Everybody is freetobid; thereareonlytworules. Thefirst is thatbidsareto be made in $1 increments. Thesecondrule is a littletrickier. Thewinner of theauction, of course, winsthebill.
  • 7. LyndonJohson / Vietnam Story
    The North Vietnamesecommunistsseemedlikeweakopponents. Theylacked a powerfularmy, sophisticatedtechnology, money, andbroadinternationalsupport.
  • 8. SoBe
    Thefirstgroup, a controlgroup, tookthe test withoutdrinkinganySoBe.
    Thesecondgroupwastoldabouttheintelligence-enhancingproperties of SoBe.Thesestudentsalsowererequiredtosign an authorization form allowingtheresearcherstocharge $2.89 totheiruniversityaccountfortheSoBe.
    Finally, a thirdgroup of studentswasgiventhesamespielaboutSoBe but wastoldthattheuniversity had gotten a discountandthattheywouldonly be chargedeighty-nine centsforthedrink.
    • A Research is madeusingSoBe Adrenaline Rush, a beveragethatclaimstoincreasementalacuity.
  • Ohio StateUniversitySeasonTheaterTickets
    " One-third of themreceived a regular, full-priced, $15 ticket;
    one-thirdreceived a $2 discount on theirtickets;
    the rest receivedtheirtickets at a discount of $7.
  • 9. JoshuaBellhttp://www.youtube.com/watch?v=myq8upzJDJc
    We can onlydecidebythelabels. Wecannotperceivethereality.
  • 10. TheDiagnosisBias: TheDraftSelectionOrder
    StawandHoangdeveloped a cleverempiricalmethodforjudgingwhothebestplayersare.
    scoring (pointsperminute, field-goalpercentage, andfree-throwpercentage);
    toughness (reboundsperminuteandblocksperminute); and
    quickness (assistsperminuteandstealsperminute).
    YoungMichale Jordan
  • 11. The New Lecturer
    Mr.----is a graduatestudent in theDepartment of EconomicsandSocialSciencehere at MIT. He has had threesemesters of teachingexperience in psychology at anothercollege. This is his firstsemesterteachingEc 70. He is 26 yearsold, a veteran, andmarried. Peoplewhoknowhimconsiderhimto be a rathercoldperson, industrious, critical, practical, anddetermined.
    Mr.----is a graduatestudent in theDepartment of EconomicsandSocialSciencehere at MIT. He has had threesemesters of teachingexperience in psychology at anothercollege. This is his firstsemesterteachingEc 70. He is 26 yearsold, a veteran, andmarried. Peoplewhoknowhimconsiderhimto be a verywarmperson, industrious, critical, practical, anddetermined.
  • 12. At theend of class…
    "self-centered, formal, unsociable, unpopular, irritable, humorless, andruthless."
    "goodnatured, considerate of others, informal, sociable, popular, humorous, andhumane."
  • 13. TheChameleonEffect
    In 1994 onlytwenty-five of everyhundredthousandAmericankidsundertheage of nineteenwerediagnosed as bipolar. But by 2003 thenumber of cases had shotupby a staggeringfortytimes.
  • 14. ThePygmalionEffect
  • 15. TheCapilanoSuspensionBridgeExperiment
    Theyoungfemaleassistantwould ask eachmantofillout a shortsurvey. When he wasfinished, shewouldoffertotellhimaboutthestudywhenshe had a little bit more time.
    Withthat, she'dtearoff a corner of thesurvey, jotdown her name andnumber, andhandoverthescrap of paper.
  • 16. Fairness vs. ProcedufalJusticeWhowantsto be a millionaire?
    "OK, audience, pleaseuseyouranswerpads," instructedthehost. "PleaseanswerthisquestionforHenri...Whatrevolvesaroundtheearth? Ifyouknow, pleaseanswer, andifyoudon'tknow, pleaseabstain. (A) Themoon, (B) The sun, (C) Mars, (D) Venus. Youmustvotenow. Thankyou!“
    Only 42 percent of theaudiencevotedfortherightanswer, themoon. A full 56 percentvotedforthe sun revolvingaroundtheearth.
  • 17. TheSplit of 160 USD
  • 18. RadioactiveWasteStory
    In 1993 theSwissgovernmentidentifiedtwosmalltowns as potentialnuclearwastedepositories, but theydidn'tknowhowthetownspeoplewouldreact. Wouldthey be outraged? Or, understandingtheimportance of thenation'snuclearenergy program, wouldthey "takeonefortheteam"?
    50.8 percent of respondentsagreedto put themselves at risk forthecommongood.
  • 19. GMAT Experiment
    Mock GMAT Test
    TheFirstGroup
    “The test is forresearch”
    TheSecondGroup
    Foreachrightanswertheywillget 2,5
    Averagescore 39 / 34,9
  • 20. TheSouthwestAirlinesApproach
    TheCrewTraining
    Theiniatorsandtheblockers
  • 21. TheShortcutsandLongTrip
    Let’s say you’retravelling on a longtrip, andyouhave a flat tire.

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