Readings on Metaphors
Kovecses, Zoltan. Metaphor: A Practical Introduction
Lakoff, George. Don’t Think of an Elephant
Lakoff, George and Johnson, Mark. Metaphors We Live By and Philosophy in the Flesh
Gerald Zaltman and Lindsay Zaltman, Marketing Metaphoria
Metaphor and Symbol, quarterly journal, Lawrence Erlbaum Assoc.

Readings on Brain Science
Damasio, Antonio. Descartes’ Error
Edelman, Gerald. Second Nature
Fauconnier, Gilles and Mark Turner. The Way We Think
Gardner, Howard. Changing Minds
LeDoux, Joseph. The Emotional Brain
Linden, David. The Accidental Mind
Geary, David. The Origin of Mind
Norretranders, Tor. The User Illusion (parts 2 and 3 of the book are the most relevant)
Pinker, Steven. The Blank Slate and The Stuff of Thought
Ramachandram, V.S. and Blakeslee, Sandra. Phantoms in the Brain
Schacter, Daniel. The Seven Sins of Memory
Wegner, Daniel. The Illusion of Conscious Will

Readings on Marketing and Marketing Research
Batey, Mark, Brand Meaning
Bedbury, Scott. A New Brand New World
Carbone, Lou. Clued In
Grover, Rajiv and Marco Vriens, The Handbook of Marketing Research
Wiersema, Fred. Customer Intimacy

Readings on Other Topics of Interest
Ackerman, Diane. A Natural History of the Senses
Brown, Donald. Human Universals
Dunbar, Robin and Louise Barrett, The Oxford Handbook of Evolutionary Psychology
Gladwell, Malcolm. Blink
Gallagher, Sahun. How the Body Shapes the Mind
Hauser, Marc. Moral Minds
Olson, Jerry and James Forr and Kristin James Waltersdorff. Kundenorientierte Unternehmensfuhrung, chapter entitled "Incorporating Deep Customer Insights in the Innovation Process" [ download pdf ]