This has been bugging me too ever since it mysteriously started happening a few months ago. and I think I finally figured it out. Figured I'd sign up here just to share it with you guys.
Apparently there is a power saving feature in windows. It will dim your screen backlight, and compensate by cranking up the 'software' brightness, saving your battery some life. The reason you notice it more on battery is because there are two settings for each power profile, one for battery, and one for plugged in. Just go to your "Power Options" control panel then "Change advanced power settings." In the "Display" section, there are two setting, "Enable adaptive backlight" and "Adaptive backlight." Mess with those, and you'll be able to lessen, or disable the effect completely.
Hope that helps you guys out a bit