Why are we more likely to fall in love when we feel in danger? Why would an experienced pilot disregard his training & the rules of the aviation industry leading to the deadliest airline crash in history? Why do we find it near-impossible to re-evaluate our first impressions of a person or situation even when the evidence shows we were wrong? Discover the answers in Sway". We all believe we are rational beings yet the truth is that were much more prone to irrational behaviour than we realise or like to admit. In this compelling book Ori & Rom Brafman reveal why. Looking at irrational behaviour in fields as diverse as medicine archaeology & the legal system they chart the psychological undercurrents that influence even our most basic decisions. In doing so they draw on the latest research in social psychology & behavioural economics to reveal the irresistible forces that sway us all. " Sway" is a fascinating insight into the way we all behave & will change the way you view the world."