Currently reading

The Art of Fiction: A Guide for Writers and Readers
Ayn Rand, Tore Boeckmann, Leonard Peikoff
The Name of the Rose
Umberto Eco
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David Mitchell
To the Lighthouse
Virginia Woolf
The Decline and Fall of the Roman Empire
Edward Gibbon, Daniel J. Boorstin, Gian Battista Piranesi, Hans-Friedrich Mueller
Gödel, Escher, Bach: An Eternal Golden Braid
Douglas R. Hofstadter
Perfect Wrong Note - Learning to Trust Your Musical Self
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Niccolò Machiavelli
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William James
Twenty Questions: An Introduction to Philosophy
G. Lee Bowie, Robert C. Solomon

Buyology: Truth and Lies About Why We Buy

Buyology: Truth and Lies About Why We Buy and the New Science of Desire - Martin Lindstrom There are some crazy techniques being used in marketing and they will only get crazier, more intrusive and more subtly manipulative thanks to guys like Martin Lindstrom. He seems a little conflicted about what he does - on one hand he tries to come off as a consumer advocate, exposing marketing tricks so we can be aware of them, on the other he actively employs the same techniques in the companies he works with. He had me going back and forth about whether he is the 'good guy' or the 'bad guy.'Either way, the book is somewhat of an eye opener to the work being done to perfect advertising techniques that are effective despite what consumers think works, and instead basing them on what brain scans show actually works--often two completely different things. I'm only rating it 3 stars because the first 30 or 40 pages were full of repetitive hyperbole building up Lindstrom's research techniques and unprecedented large study group size and generally amazing work only to to be followed by much less than revolutionary results throughout the rest of the book. It's an interesting read, but definitely not as groundbreaking as it's made to sound in the first few chapters.