Like the bestselling Blink
and Freakonomics, this lively
narrative is a fresh view of the world, explaining the previously inexplicable
and revealing hidden influences on human decision-making.
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 cutting-edge 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 stories about
dot-com millionaires, game show audiences, NBA coaches, and the US Supreme
Court, this book tours the flip side of reason and points us toward a more
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