One of my students turned me on to this book and I'll forever be thankful. It is probably the
most influential book I've ever read - and I've read a shitload of books in my life. It touches base on everything from social propaganda (media control over the masses), how politicians or marketing companies influence our thoughts and decision making processes, all the way to social prejudices and cognitive dissonance - which was probably one of my favorite chapters. It's full of "A HA" moments.
If you're a business owner, it's a must read. Trust me.
The Social Animal: The Hidden Sources of Love, Character, and Achievement: David Brooks: 9780812979374: Amazon.com: Books
"We human beings are social animals. As such we are influenced by others ? the people around us as well as those no longer living. We are also influenced by people we have never met ? by Presidential candidates, editorial writers, and film stars endorsing a product. How does this influence take place? Why do we accept influence or, put another way, what?s in it for us? What are the variables that increase or decrease the effectiveness of social influence? Can good people be influenced to perform evil acts? How does one person come to like another person? Is it through these same processes that we come to like our new sports car or a box of Wheaties? How does a person develop prejudices against an ethnic or racial group? Is it akin to liking ? but in reverse ? or does it involve an entirely different set of psychological processes? How can prejudice be reduced? Does watching aggression on TV increase a person?s aggressiveness? When criticizing a close friend, how can you avoid offending him or her?"