Books on behavioural economics – your thoughts

Chuffed that HERD is cited by my old chum (and IPA topdog) Rory Sutherland on his list of must-read books on the new behavioural sciences, along with Ariely, Thaler and Sunstein, Moran, Cowen, Alerkof, Miller, Lehrer,Litman & Frigo, Kay.

NB not sure that "behavioural economics" is strictly appropriate but what the hell…

Prompted by a question from Dave Cushman, I thought it'd be interesting to find out which other books on the new behavioural/cognitive sciences you think marketing folk should read…

Here's my starters for ten

A great primer on cultural evolution from Richerson and Boyd, Iacoboni's great book on mirror neurons, Ormerod's masterpiece on complexity & this great old scourge of information/message based theories of communication.

Your call?