Sway: Irresistible pull of irrational behaviour

A growing body of research reveals that our behaviour and decision-making are influenced by an array of such psychological undercurrents and that they are much more powerful and pervasive than most of us realise.

The interesting thing about these forces is that, like streams, they converge to become even more powerful.

As we follow these streams, we notice unlikely connections among events that lie along their banks: the actions of an investor help us to better understand presidential decision-making; students buying theatre tickets illuminate a bitter controversy in the archeological community over human evolution; women talking on the phone show why a shaky bridge can be a powerful aphrodisiac.
    
Charting these psychological undercurrents and their unexpected effects, we can see where the currents are strongest and how their dynamics help us understand some of the most perplexing human mysteries.

These hidden currents and forces include loss aversion, value attribution, and the diagnosis bias.

When we understand how these and a host of other mysterious forces operate, one thing becomes certain: whether we're a head of state or a college football coach, a love-struck student or a venture capitalist, we're all susceptible to the irresistible pull of irrational behaviour.

And as we gain insight about irrational motives that affect our work and personal lives, fascinating patterns emerge, connecting seemingly unrelated events.