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Sway : the irresistible pull of irrational behavior
Ori Brafman and Rom Brafman
Adult Nonfiction BF441 .B725 2008

Comments  Summary  Contents  Excerpt  Reviews  Author Notes

Prefacep. 1
A little house on the Tel Aviv prairie
Asbestos and open-heart surgery
Ignoring the O-ring
Diagnosing the wrong patient
Where psychology and business collide
Chapter 1 - Anatomy of an Accidentp. 9
Taking off at Tenerife
The oversensitive egg shoppers
The lure of the flat rate
Would you like insurance with that?
So long, Martha's Vineyard
Chapter 2 - The Swamp of Commitmentp. 25
Playing not to lose
Only the Gators walked out alive
The $204 twenty-dollar bill
The end of the Great Society
"We don't even know where the tunnel is"
Chapter 3 - The Hobbit and the Missing Linkp. 41
The real-life Indiana Jones
The hunt for the missing link
The Stradivarius on the subway
What's in a five-cent hot dog, anyway?
Homer Simpson and Piltdown Man
Can a discount drink decrease IQ?
Shakespeare was wrong
A paleontological lineup
Chapter 4 - Michael Jordan and the First-Date Interviewp. 65
The curse of the low draft pick
The "cold" professor
What lovesick college freshmen have in common with HR managers
When a pretty face equals a higher interest rate
The "mirror, mirror" effect
The Joe Friday solution
Chapter 5 - The Bipolar Epidemic and the Chameleon Effectp. 89
A psychiatric outbreak
Sugar pills and Prozac
Tricking Israeli army commanders
How to sound beautiful
How old do you feel?
The love bridge
Chapter 6 - In France, the Sun Revolves Around the Earthp. 111
Who wants to trick a millionaire?
Splitting the pie
Sentimental car dealers
The talking cure for felons and venture capitalists
Russian justice
The rational Machiguenga
Chapter 7 - Compensation and Cocainep. 131
Switzerland's toxic conundrum
The GMAT rebels
The power of the pleasure center
Hijacking altruism
Fast times at "Commie High"
The anticipation factor
Chapter 8 - Dissenting Justicep. 149
The Supreme Court conference
Peer pressure and Coke-bottle glasses
Ferris Bueller and the blocker
"We are not focusing on the name you give to potatoes"
The captain is not God
Not just thinking out loud
Justice has been served
Epiloguep. 169
Swimming with the riptide
The power of the long view
Zen economics
Propositional thinking
One man's trash is one woman's masterpiece
A cable guy, a banker, and a pharmaceutical rep
The real devil's advocate
Acknowledgmentsp. 183
Notesp. 187
Indexp. 201

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