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	<title>Blind Influence &#187; book review</title>
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	<description>Building Buzz With Social Media Marketing Strategy &#38; Psychology</description>
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		<title>The Drunkard&#8217;s Walk: How Randomness Rules Our Lives</title>
		<link>http://blindinfluence.com/2008/10/the-drunkards-walk-how-randomness-rules-our-lives/</link>
		<comments>http://blindinfluence.com/2008/10/the-drunkards-walk-how-randomness-rules-our-lives/#comments</comments>
		<pubDate>Fri, 31 Oct 2008 20:08:04 +0000</pubDate>
		<dc:creator>Brett Greene</dc:creator>
				<category><![CDATA[Books]]></category>
		<category><![CDATA[Psychology]]></category>
		<category><![CDATA[The Brain]]></category>
		<category><![CDATA[book review]]></category>
		<category><![CDATA[gamblers]]></category>
		<category><![CDATA[investors]]></category>
		<category><![CDATA[lena phoenix]]></category>
		<category><![CDATA[leonard mlodinow]]></category>
		<category><![CDATA[physicist]]></category>
		<category><![CDATA[random]]></category>
		<category><![CDATA[randomness]]></category>
		<category><![CDATA[the drunkards walk]]></category>

		<guid isPermaLink="false">http://blindinfluence.com/?p=195</guid>
		<description><![CDATA[This book review was contributed by Lena Phoenix: The Drunkard&#8217;s Walk: How Randomness Rules Our Lives is a book about randomness, a topic that most people, unless they happen to be mathematicians or have a strange fascination with statistics, probably don’t think too much about. As a species, in fact, we generally prefer not to [...]]]></description>
			<content:encoded><![CDATA[<!-- Start Shareaholic LikeButtonSetTop Automatic --><div style="clear: both; min-height: 1px; height: 3px; width: 100%;"></div><div class='shareaholic-like-buttonset' style='float:none;height:30px;'><a class='shareaholic-fblike' data-shr_layout='button_count' data-shr_showfaces='false' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fthe-drunkards-walk-how-randomness-rules-our-lives%2F' data-shr_title='The+Drunkard%27s+Walk%3A+How+Randomness+Rules+Our+Lives'></a><a class='shareaholic-fbsend' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fthe-drunkards-walk-how-randomness-rules-our-lives%2F'></a><a class='shareaholic-googleplusone' data-shr_size='medium' data-shr_count='false' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fthe-drunkards-walk-how-randomness-rules-our-lives%2F' data-shr_title='The+Drunkard%27s+Walk%3A+How+Randomness+Rules+Our+Lives'></a><a class='shareaholic-tweetbutton' data-shr_count='horizontal' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fthe-drunkards-walk-how-randomness-rules-our-lives%2F' data-shr_title='The+Drunkard%27s+Walk%3A+How+Randomness+Rules+Our+Lives'></a></div><div style="clear: both; min-height: 1px; height: 3px; width: 100%;"></div><!-- End Shareaholic LikeButtonSetTop Automatic --><p>This book review was contributed by <a href="http://www.theheartofacult.com/" target="_blank">Lena Phoenix</a>:<a id="static_txt_preview" name="evtst|a|0375424040" href="http://www.amazon.com/gp/product/0375424040?ie=UTF8&amp;tag=netmarketingm-20&amp;link_code=as3&amp;camp=211189&amp;creative=373489&amp;creativeASIN=0375424040"></a></p>
<p style="text-align: center;"><a id="static_img_preview" name="evtst|a|0375424040" href="http://www.amazon.com/gp/product/0375424040?ie=UTF8&amp;tag=netmarketingm-20&amp;link_code=as3&amp;camp=211189&amp;creative=373489&amp;creativeASIN=0375424040"><img id="static_preview_img" src="https://images-na.ssl-images-amazon.com/images/I/41uQY8DkQ5L._SL160_.jpg" border="0" alt="" /></a></p>
<p><a id="static_txt_preview" name="evtst|a|0375424040" href="http://www.amazon.com/gp/product/0375424040?ie=UTF8&amp;tag=netmarketingm-20&amp;link_code=as3&amp;camp=211189&amp;creative=373489&amp;creativeASIN=0375424040">The Drunkard&#8217;s Walk: How Randomness Rules Our Lives </a><span id="reviewTextContainer23211327"><span id="freeTextreview23211327" class="reviewText">is a book about randomness, a topic that most people, unless they happen to be mathematicians or have a strange fascination with statistics, probably don’t think too much about. As a species, in fact, we generally prefer not to dwell on randomness, but rather to assume that we are in control of much more of our lives than we actually are.</span></span></p>
<p>In this new book, physicist Leonard Mlodinow attempts to show why underestimating randomness is really not a good idea. He lays a foundation for this discussion by outlining the development of mathematical and scientific thought on the topic. When humans assumed all outcomes were due to the whims of the gods, there was no need for a concept of randomness. But that didn’t stop gamblers from trying to improve their odds in games of chance, and it is to them we owe a debt of understanding on the topic.</p>
<p>Mlodinow spices up some rather technical discussions about development of the theory with interesting personal history of the major players (including a guy who figured out his baker was cheating customers by compulsively weighing his bread for a year and noting the differences from random distribution) and numerous fascinating studies on the topic. Along the way, he makes a compelling argument that the human propensity to see patterns where there are none can get us into a great deal of trouble, as anyone who has ever lost money in the stock market has probably figured out.</p>
<p>It’s not just gamblers and investors who would benefit from understanding these concepts, however. Mlodinow also shows how misunderstandings of randomness and statistics can affect jury trials and medical studies and makes a compelling argument that the success of an individual business is usually far more impacted by randomness than it is by the personal talents of the CEO or movie studio head.</p>
<p>Much of what Mlodinow discusses in this book is highly counterintuitive. That, combined with the above mentioned desire to believe we are masters of our fate, explains in part why we so often underestimate the effect of randomness on our lives. But acknowledging the power of randomness does not disempower us, Mlodinow argues. Rather, it allows us to focus on the aspects of our lives over which we really do have control, such as how persistent we are, and not take so personally the random luck&#8211;both good and bad&#8211;that touches all of us.</p>
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		<title>Sway: The Irresistible Pull of Irrational Behavior</title>
		<link>http://blindinfluence.com/2008/10/sway-the-irresistible-pull-of-irrational-behavior/</link>
		<comments>http://blindinfluence.com/2008/10/sway-the-irresistible-pull-of-irrational-behavior/#comments</comments>
		<pubDate>Wed, 29 Oct 2008 14:29:08 +0000</pubDate>
		<dc:creator>Brett Greene</dc:creator>
				<category><![CDATA[Books]]></category>
		<category><![CDATA[Psychology]]></category>
		<category><![CDATA[behavioral economics]]></category>
		<category><![CDATA[book review]]></category>
		<category><![CDATA[organizational behavior]]></category>
		<category><![CDATA[social psychology]]></category>
		<category><![CDATA[sway]]></category>

		<guid isPermaLink="false">http://blindinfluence.com/?p=198</guid>
		<description><![CDATA[This book review was contributed by Lena Phoenix: I was not at all in the mood for another non-fiction book about human behavior when my husband asked if I wanted to read Sway: The Irresistible Pull of Irrational Behavior before he returned it to the library. I half-heartedly decided to scan a few pages before [...]]]></description>
			<content:encoded><![CDATA[<!-- Start Shareaholic LikeButtonSetTop Automatic --><div style="clear: both; min-height: 1px; height: 3px; width: 100%;"></div><div class='shareaholic-like-buttonset' style='float:none;height:30px;'><a class='shareaholic-fblike' data-shr_layout='button_count' data-shr_showfaces='false' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fsway-the-irresistible-pull-of-irrational-behavior%2F' data-shr_title='Sway%3A+The+Irresistible+Pull+of+Irrational+Behavior'></a><a class='shareaholic-fbsend' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fsway-the-irresistible-pull-of-irrational-behavior%2F'></a><a class='shareaholic-googleplusone' data-shr_size='medium' data-shr_count='false' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fsway-the-irresistible-pull-of-irrational-behavior%2F' data-shr_title='Sway%3A+The+Irresistible+Pull+of+Irrational+Behavior'></a><a class='shareaholic-tweetbutton' data-shr_count='horizontal' data-shr_href='http%3A%2F%2Fblindinfluence.com%2F2008%2F10%2Fsway-the-irresistible-pull-of-irrational-behavior%2F' data-shr_title='Sway%3A+The+Irresistible+Pull+of+Irrational+Behavior'></a></div><div style="clear: both; min-height: 1px; height: 3px; width: 100%;"></div><!-- End Shareaholic LikeButtonSetTop Automatic --><p>This book review was contributed by <a href="http://www.theheartofacult.com/" target="_blank">Lena Phoenix</a>:</p>
<p style="text-align: center;"><a id="static_img_preview" name="evtst|a|0385524382" href="http://www.amazon.com/gp/product/0385524382?ie=UTF8&amp;tag=netmarketingm-20&amp;link_code=as3&amp;camp=211189&amp;creative=373489&amp;creativeASIN=0385524382"><img id="static_preview_img" src="https://images-na.ssl-images-amazon.com/images/I/31n-8qQV9NL._SL160_.jpg" border="0" alt="" /></a></p>
<p><span id="reviewTextContainer23163129"><span id="freeTextreview23163129" class="reviewText">I was not at all in the mood for another non-fiction book about human behavior when my husband asked if I wanted to read </span></span><a id="static_txt_preview" name="evtst|a|0385524382" href="http://www.amazon.com/gp/product/0385524382?ie=UTF8&amp;tag=netmarketingm-20&amp;link_code=as3&amp;camp=211189&amp;creative=373489&amp;creativeASIN=0385524382" target="_blank">Sway: The Irresistible Pull of Irrational Behavior</a><span id="reviewTextContainer23163129"><span id="freeTextreview23163129" class="reviewText"> before he returned it to the library. I half-heartedly decided to scan a few pages before saying no, but I was quickly sucked in to a fictionalized re-creation of the last few hours in the cockpit of the KLM flight responsible for the 1977 Tenerife crash that claimed the lives of 583 people.</span></span></p>
<p>Though this book looks at research from social psychology, behavioral economics, and organizational behavior in order to explain why humans often make highly irrational choices, it does so in a compulsively readable fashion. The authors are good storytellers who know how to engage the reader as they explain surprising findings from a whole host of diverse research.</p>
<p>Though I was already familiar with how fear of loss and commitment to a position can have devastating effects on investors, I enjoyed reading about how these in-built habits played out on the football field and on anthropological digs. People responsible for hiring others will benefit from the chapter explaining the flaws of the &#8220;first-date&#8221; style interview, and pretty much everyone would do well to read the stunning findings on how negative attitudes about aging can affect one&#8217;s health.</p>
<p>The chapter in which the authors discuss how our innate capacity for altruism can be undermined by financial incentives is also fascinating, as is the authors&#8217; discussion with Supreme Court Justice Stephen Breyer on the impact of a lone dissenting voice on our highest court.</p>
<p>In the epilogue, the authors summarize their main points and offer a few hints on how to avoid being negatively impacted by some of the factors most likely to sway us to make questionable choices. Though I&#8217;m not certain how easy it will actually be to overcome the multiple evolutionary habits that cause us to make irrational choices, it was still terribly fun to read.</p>
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