WHAT THE BOOK SAYS

We usually think we are rational beings but the science of decision-making would suggest otherwise. Logical thought can be subverted or ‘swayed’ in many ways
Irrational behaviour can be perpetrated by the most experienced and well-trained people, including pilots and doctors
Common reasons are: overreacting to a potential loss, taking dangerous risks when a lot is at stake, refusing to withdraw even with a small loss, misjudging something because it is in the wrong context, and being prejudiced by prior information
Our brains have two particularly different parts that are constantly struggling with each other: the ‘pleasure centre’ wild side that gets a kick out of taking risks, shopping, winning money etc., and the ‘altruism centre’ that does the best for others and always seeks reasonable compromise
Sometimes it just doesn’t seem worth the bother to dissent from the prevailing view, so many people stay quiet when the majority have got it wrong – particularly for an easier time at work

WHAT’S GOOD ABOUT IT

There are scores of examples from anthropology, aviation, sports and politics to illustrate the points
The narrative rolls along nicely – more story than text book
The thesis is a useful complement to, and development of, many other social theory books of recent times: Freakonomics, Nudge, Herd, and The Tipping Point

It is this very similarity to so many other books that makes it potentially derivative. Although in theory it is original material, sometimes it feels too similar. A shorthand for separating them is:
Freakonomics: patterns of social behaviour can be rooted in linked causes
Herd: huge numbers of people simply copy each other because they are social
The Tipping Point: little things can make a big difference
Nudge: providing different options or small incentives can change mass behaviour
Sway: irrational behaviour can affect even the best-trained and the most experience people