Stickiness - a recipe for mental adhesives

The Book: Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck
Authors: Chip and Dan Heath
Genre: Viral marketing

This book is a kind of sequel to Malcolm Gladwell's eminent book The Tipping Point. Informed by science, it explains what makes messages stick in our minds/go viral, and it does so in a way that is immediately applicable to whatever nefarious message you might be trying to spread at the moment.

It is as well-written as Gladwell's books, and more practically useful.