This is an excellent book authored by three highly
regarded consumer behavior researchers that provides an encyclopedic reference to consumer behavior concepts.
In this newly revised and expanded edition of the groundbreaking New York Times bestseller, Dan Ariely refutes the common assumption that we behave in fundamentally rational ways.
Consumer Behavior by 
Influence : the psychology of persuasion by 
Why we buy : the science of shopping by 
Predictably irrational : the hidden forces that shape our decisions by