Charles Duhigg's The power of habit : why we do what we do in life and in business is a fascinating study of neuroscience and how habits are formed, solidified, and changed. He examines the seemingly simple habit cycle of cue, behavior and reward to explain how habits are formed. Why do you reach for that cup of coffee at precisely 10 am each morning? Why, even though you've sworn off 10 pm visits to the freezer for ice cream, do you seem to find yourself consuming Chubby Hubby by the pint at 10:30 pm in front of the TV every night? He includes several practical tips for reforming a habit, and also includes several interesting chapters about how advertising and marketing agencies and large companies have tapped into the power of habit to ensnare consumers into buying products and shopping at certain stores. Fascinating book - excellent read.