By Ori Brafman and Rom Brafman Publisher: Doubleday ISBN – 978-0-38552438-4 Put two identical products in different packaging and with different names and different prices on a store shelf. Have the more expensive one recommended by a well known face, the other advertised only by itself. Which one will sell more? The one endorsed by… Continue reading Sway – The irresistible pull of irrational behavior