Great book. If you like that (or really, even if you don't), I'd also recommend "Spent: Sex, Evolution, and Consumer Behavior" by Geoffrey Miller. It goes into

Great book. If you like that (or really, even if you don't), I'd also recommend "Spent: Sex, Evolution, and Consumer Behavior" by Geoffrey Miller. It goes into the more general evolutionary psychology behind why anyone buys anything. I particularly enjoyed his early anecdote about what early humans would think if you tried to explain to them our concepts of 'money' and 'shopping'. http://www.amazon.com/Spent-Sex-Evolution-Consumer-Behavior/dp/0670020621 http://www.amazon.com/Spent-Sex-Evolution-Consumer-Behavior/... *Caveat: I haven't read many other books about consumer behavior, so I can't say how good this is relatively speaking.