The Culture Code, by Dr. Clotaire Rapaille, comes from his work with autistic children. His basic thesis is that we make decisions based on imprinted emotional experiences that tend to be shared in particular cultures- hence the term, culture code. For example, people in the US are generally imprinted with feelings about coffee when they're children, and the trigger is smell, not taste. Its the smell of coffee brewing that many of us remember as children, and all the memories that come with it. He advised Folgers to make this famous TV ad where the son comes home from college for Christmas, finds everyone asleep at home, but as soon as he starts brewing coffee, his mom wakes up to that smell and comes home to greet him. It was a huge hit for Folgers and among the most memorable commercials of its day. He's worked with Fortune 500 companies on three continents, and has amassed some interesting cultural observations along the way.
Light reading but extremely engaging and incredibly insightful.
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