[James_Henry2]

My favorite behavioral economist is Dan Ariely - his TED talk "Are we in control of our decisions" is really valuable to entrepreneurs. Link here: http://www.ted.com/talks/dan_ariely_asks_are_we_in_control_o...

[dmix]

There's also a good book called Subliminal that discusses the neuroscience of how our subconcious brain make decisions that we often believe we made ourselves.

http://www.amazon.com/Subliminal-Your-Unconscious-Rules-Beha...