Sway: The Irresistible Pull of Irrational Behavior is a compelling exploration of why we behave the way we do. Authors Ori and Rom Brafman delve into the conscious and unconscious forces that shape our decisions, sometimes leading us to act against our better judgment. From business mistakes to personal relationships, the book offers insightful analysis through fascinating anecdotes and cutting-edge research in psychology and behavioral economics.

Ori Brafman

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