I saw Dan Ariely speak at a Duke University event and loved it. His work reveals how our decision making is often not in our best interest. This is part of the new behavioral economics field. Marketers use this knowledge against us, but if you become aware of their tricks you can reduce their influence.
I recommend Dan Ariely’s book Predictably Irrational. That link to Amazon is just to help you find the book. We don’t use affiliate programs.
As a marketing guy I enjoy reading about psychology, but I try to avoid being too tricky. The best marketing simply presents great products clearly. It is hard enough just doing that.