Sway

I recently finished a pithy little book called Sway: The Irresistible Pull of Irrational Behavior.    There are lots of little ZMET-related nuggets in here.  Among them:

–How discounting the price of a drink called SoBe Adrenaline Rush affected perceptions of product efficacy

–How negative feelings about old age can actually make people age faster

–Why monetary incentives can sometimes decrease motivation

–Why the labeling of military recruits can affect how their officers perceive their performance

–How the presence of just one dissenter, no matter how incompetent, can help to prevent groupthink

These are just a few of many examples sprinkled throughout this short (180 pages), highly-readable book.  You can probably get through it in only a couple of sittings. 

There is a website devoted to the book also.  It includes previews, reviews, a blog, etc.