An excellent piece from the NY Times on the new industry forming around projects that crawl the web and look for indicators of people's mood, creating global emotion maps.
steven johnson: everything bad is good for you
all of this man's books are essential
james surowiecki: the wisdom of crowds
an intelligent, grown-up exploration of a fascinating subject
robert cialdini: influence: the psychology of persuasion
a very influential book in every way
jonah lehrer: how we decide
a brilliant explanation of how our brains make up our minds.
niccolo machiavelli: the prince
how to create a choice architecture for your subjects/clients