If you want to go more of the Psychology route: Predictably Irrational (Dan Ariely, he has some TED talks as well) http://www.amazon.com/Predictably-Irrational

If you want to go more of the Psychology route: Predictably Irrational (Dan Ariely, he has some TED talks as well) http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Edition/dp/0061353248 http://www.amazon.com/Predictably-Irrational-Revised-Expande... Influence, the Science of Persuasion (Robert Cialdini) http://www.amazon.com/Influence-ebook/dp/B002BD2UUC http://www.amazon.com/Influence-ebook/dp/B002BD2UUC