Sway discusses how human decision-making is influenced by hidden psychological factors like loss aversion, diagnosis bias, and commitment. Drawing on research from social psychology and behavioral economics, the book uses stories to show how these factors can lead people to make irrational decisions, such as a student overpaying for a $20 bill or commuters ignoring a free concert. Sway aims to explain these previously inexplicable influences and point the way toward more rational decision-making.

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Like the bestsellers Blink and Freakonomics, this lively narrative is a fresh view of the world, explaining the
previously inexplicable and revealing hidden influences on human decision­making.
A Harvard Business School student pays over $200 for a $20 bill. Washington, DC, 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 cutting­edge 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 stories­about dot­com millionaires, game show audiences, NBA coaches, and the US
Supreme Court­Sway tours the flip side of reason and points us toward a more rational life.

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