Tag: Book Reviews

The Push of Psychological Sways

October 19, 2010 Book Reviews 1 comment

Written in a style reminiscent of Malcolm Gladwell, “Sway – The Irresistible Pull of Irrational Behaviour” by Ori and Rom Brafman explores how seemingly irrelevant psychological influences impact human decisions. Peppered with anecdotes and experiments from social psychology, behavioural economics and organisational behaviour, Sway tells us why much of our decision making is more often subjective than objective.

Citing fascinating examples from the Israeli Army, US’s Supreme Court, Who Wants To Be a Millionaire, and the anthropological fraud known as the “Piltdown Man“, the Brafman brothers’ weave a compelling narrative in the slim volume. Backed by scientific research, the case studies help to illustrate various psychological phenomena throughout the book. They include:


Emotional Marketing the Hallmark Way

May 23, 2009 Book Reviews 5 comments

zig-ziglar-quote-on-buying
Courtesy of AZ Quotes

“People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar

This quote from the legendary sales guru Zig Ziglar aptly describes the world of marketing, where it is vital to reach the heart in order to generate a buying response.

While the rational part of us would sort through the price, features, and logical needs we have for a particular product or service, it is the emotional part – the feelings, benefits, wants and beliefs – which determine the purchase decision.