Sway: The Irresistible Pull of Irrational Behavior - A Review

Sway holds a particular interest to me in that no where do I see it more played out than in the world of consumerism.

Celebrity endorsements, price offs, real people testimonials etc. etc. All these methods are used to get people to part with their money.

While some may say that such tactics are useful to consumers i.e. that they present benefits to consumers, they are still sneaky tactics because in the end they serve to sway you towards irrational behaviour.

Some reviewers are saying that this book is nothing new. True to a point but I think it adds on to the existing study of irrational behaviour. The authors help to identify situations that lead to irrational behaviour. Aside from Malcolm Gladwell's Blink, Predictably Irrational by Dan Ariely is another worthy addition to that study.

At the end of the day, it helps us to understand more about our human species.