A review by sipho_md
Sway: The Irresistible Pull of Irrational Behavior by Ori Brafman

5.0

Behavioural economics is a fascinating field for me. This book epitomised the subject with engaging and clear examples. The authors go into an examination of what psychological forces (sways) underlie the often irrational behaviour of consumers. What is unearthed is a collection of cognitive biases illuminated by case studies and examples from every day life. A very good read!