A new book attempts to make behavioral economics interesting and approachable by couching it in the world of sports. Personally I try to avoid books on economics, but I did find a review quite interesting. Not only did it help to explain why the Philadelphia Flyers lost the 1980 Stanley Cup, but it also helps to illustrate the limitations of crowd sourcing and the reality of Asymmetry in key driver analysis.
Behavioral economics studies the role of emotion in economic decision making (something marketers need to master). In application it can help to explain the illogical decision making of shoppers. A classic example of this is when someone spends $1000 on a product they don't need thanks to a price cut of say $200. They will often focus on what they saved ("I saved $200!!!) and not on what they spent or the actual need.