While reading one of my many email newsletters (SciTech Daily), I fell upon a book review called "Made to Stick: Why Some Ideas Survive and Others Die". This had me go to my favorite book store, Amazon.com, where I ordered the audio CD for it. It's basically about making someone remember an idea and convincing them of something.
Later, when reading a Christian Books & Culture e-newsletter (ahhh, guided websurfing!), they were talking about a book called "How Faith Happens." I don't know what the book's about, but they described the author as also being a student of rhetoric.
I wasn't sure of what rhetoric is, so I looked it up on Wikipedia. Guess what? It's a form of working to convince someone of something. On the brain, maybe?
1/31/07: additional link on the Made to Stick book, from Business Week.