I don't remember how I found out about it.  I think it was from Joel on Software.  It's about how animals and people often act like robots and behave without thinking and the psychology behind it and how that knowledge is used to manipulate others.  This book is fascinating.  Why don't people help others in crowds and how to get help.  How to get children to swim without a float or ride a bike without training wheels.  How suit salesmen use the concepts of contrast to get you to buy more stuff.  How car salesmen use the concepts of commitment and consistency to raise the price on you after decide to buy the car.  How the concept of Social Proof causes the car and airplane accident rate to go up after a highly publicized suicide.

Click here for more info, to order, or to read other people's opinions.