SWAY- The Irresistible Pull of Irrational Behavior
Book Review by Joey Ng
Date of Review: 25/2/2010

A quick check in the dictionary for the definition of irrational:

1) Without or deprived of normal mental clarity or sound judgment.
2) Not in accordance with reason; utterly illogical.

Has there been time we felt we were at the receiving end of irrationality? Or, we were the illogical ones? This book seeks to explore several psychological forces that derail rational thinking, the sway, that subconsciously align our behavior with the definitions.

Aversion to Loss

The word loss alone elicits a surprisingly powerful reaction on us. Various studies have been conducted on to test the hypothesis of loss aversion. If both gains and losses are of same amount, people will react stronger to loss. They will have the tendency to go great length to avoid losses, and the ‘length’ includes against the norm.

Commitment

After all the time and effort you have invested into the project, it is difficult to let go even when things are clearly not working. Because of the commitment we have put in, it would influence us to stay the course, as admitting to defeat is not easy. Just think a relationship that has been spiraling south yet the couple is still holding on, hoping something might happen.

‘’The Dollar Auction Game’’ was an experiment conducted on this force.
http://www.heretical.com/pound/dollar.html

Value Attribution

When we assign values to a person or object too broadly, it will compromise our rationality. Value attribution affects our perception. We may turn down an idea from someone perceived to be the ‘wrong’ person and blindly follow someone who is highly regarded.

Diagnosis Bias

The moment we label a person or situation, we put on blinders to all evidence that contradicts our diagnosis. For example, John has been a loyal and hardworking servant to the company, the only person who is in everyone’s good book. One day, along with another worker, he was suspected of theft. Immediately, all attention turns towards the other worker even though there are no hard facts that make John any less of a suspect.

Fairness

How we perceive fairness dramatically affects our perception and sways our thinking. ‘Fairness’ differs between culture and societies. An agreement struck in one place might be ‘irrationally’ rejected in another, on the notion of fairness.

‘Dangling a Carrot’

The unintended consequence of offering a financial carrot is rejection, against a rational economic perception. The natural assumption of getting someone to do something unpleasant, e.g. overtime, is by offering money. However, because of the way the brain works, if money was on offer, it could introduce an unexpected behavior: rejection of the task.

Group Think

When working in groups, it is easier to follow then to go against. A rational thinking could be swayed to conform to the majority. Even if it is not swayed, this force could make one throw doubts into a completely rational thinking.

In a time when we can predict weather, map the universe and treat disease with complex medical intervention, it is ironic that sometimes, we human can be so illogical.