Ori Brafman (The Starfish and the Spider) and brother Rom Brafman have teamed up on a book that delves into some of the reasoning behind irrational behavior.  Drawing from several case studies and experiments in social behavior, the Brafman’s reveal several of the influencing factors that drive us to make irrational decisions.  A few:

• Value Attribution:  The perceived value we attach to a person or thing
• Diagnosis Bias:  The inability to see past our original perception of a person or situation, even in the face of new information
• Loss Aversion:  Our tendency to go to great lengths to avoid perceived losses  

The Brafman’s do a great job relating the case studies to their theories, and while the book is academic, it’s also incredibly readable.  The accounts of human behavior are intriguing, and help to see patterns in why we might find ourselves just as easily in the same situations.  It’s helpful in the way that we can avoid irrational behavior by first being aware of it.

Sway was fascinating and entertaining.  I’ll give it as many stars as needed to persuade you irrationally to check it out.