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Sway: The Irresistible Pull of Irrational Behavior (Ori Brafman and Rom
Brafman)
- Highlight Loc. 187-92 | Added on Thursday, June 25, 2009, 10:53 AM

These hidden currents and forces include loss aversion (our tendency to
go to great lengths to avoid possible losses), value attribution (our
inclination to imbue a person or thing with certain qualities based on
initial perceived value), and the diagnosis bias (our blindness to all
evidence that contradicts our initial assessment of a person or
situation). 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 behavior. And as we gain insight about irrational motives that
affect our work and personal lives, fascinating patterns emerge,
connecting seemingly unrelated events.


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