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Synopsis In this slim but compelling volume, business expert Ori Brafman and his psychologist brother Rom analyze the hidden but powerful forces that lead humans to make ill-informed decisions and to ignore empirical evidence in their everyday lives. Using memorable anecdotes and fascinating scientific studies, the Brafman brothers show how doctors make bad diagnoses and why President Bush often ignores the facts. Readers will come away amazed at how oblivious many people are to their own irrational motivations.
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