The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In this episode of The Brainy Business podcast, Melina Palmer welcomes Skye Waterson, founder of Unconventional Organisation, to discuss the unique productivity challenges faced by individuals with ADHD. Skye shares her insights on the four key areas where ADHD brains differ from neurotypical ones, including dopamine responses, time perception, working memory, and transition times. Together, they explore practical strategies for optimizing productivity, enhancing focus, and creating supportive work environments for neurodiverse individuals.

Melina and Skye dive deep into the concept of dopamine dialogue, the importance of externalizing time, and the necessity of breaking tasks into manageable steps...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Anant Sood, co-founder of Worxogo, to discuss the powerful intersection of AI and behavioral science in enhancing team management and performance. This episode revisits their insightful conversation from June 2022, where Anant shares how Worxogo's AI-powered nudge coach personalizes motivation strategies for each team member based on their unique behavioral patterns.

Listeners will learn how this innovative approach eliminates guesswork in management by adapting to individual motivations—whether driven by competition, recognition, or personal achievement. Anant explains the importance of understanding observed behaviors over self-reported motivations, highlighting ho...

In this episode of The Brainy Business podcast, Melina Palmer sits down with Wes Adams and Tamara Miles, co-authors of the impactful book, Meaningful Work. Together, they explore the concept of meaningful work and its profound effects on employee satisfaction and productivity. With research indicating that employees who find meaning in their work can generate an annual gain of nearly $10,000, Wes and Tamara discuss the vital role leaders play in creating an environment where meaningful work thrives.

The conversation delves into the three critical sources of meaning at work: community, contribution, and challenge. Wes and Tamara provide...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Dr. Gleb Tsipursky, CEO of Disaster Avoidance Experts and author of the practical guide on returning to the office. This refreshed episode, originally aired in October 2021, remains highly relevant as organizations continue to navigate the complexities of hybrid work environments. Gleb shares his insights on the psychological traps leaders often fall into when making decisions about workplace strategies, including status quo bias and the illusion of control.

Together, Melina and Gleb discuss the importance of understanding employee preferences when considering return-to-office policies, emphasizing the need for...

In this episode of The Brainy Business podcast, Melina Palmer shares a dynamic panel discussion from SXSW 2025, titled Enough with the Delving: Staying Human in the Age of AI. With insights from industry experts, the conversation addresses the challenges and opportunities presented by AI in communication and marketing.

Melina moderates a lively discussion featuring Usama Fayyad, Joanna Lepore, and Ben Guttmann, who explore the implications of AI on human interaction and decision-making. They delve into the balance between leveraging AI as a tool and maintaining the essential human touch in branding and marketing efforts. The panelists share...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Dr. Ingrid Nieuwenhaus, head of Science at alpha.one, to explore the fascinating intersection of machine learning and neuroscience. This insightful conversation, originally recorded live at Greenbook's IIEX behavior conference, delves into how advanced technologies are reshaping our understanding of consumer behavior and advertising effectiveness.

Ingrid shares her extensive background in neuroscience and how it informs her work in applying predictive eye tracking and neural networks to measure brand value and consumer attention. The discussion highlights the importance of small changes in marketing materials that can...

In this episode of The Brainy Business podcast, Melina Palmer sits down with Dr. Jake Teeny, an assistant professor of marketing at the Kellogg School of Management. Together, they delve into the world of advertising, specifically focusing on what makes an ad ineffective. They discuss the common pitfalls brands encounter, from failures of attention to unclear messaging and memory issues. Jake shares insights from his extensive research on social influence and persuasion, helping listeners understand how to create more impactful advertisements while avoiding the mistakes that lead to cringe-worthy campaigns.

Melina and Jake explore the importance of...

In this episode of The Brainy Business podcast, Melina Palmer revisits an insightful conversation with Dr. Keith Ewart from Cloud Army, focusing on the power of implicit testing and its ability to enhance business outcomes. Keith shares his expertise on how implicit bias testing can reveal the subconscious reactions consumers have to advertising, branding, and packaging—insights that often go unspoken but significantly influence decision-making.

Listeners will learn about the importance of understanding System 1 reactions—those quick, emotional responses that drive consumer behavior—compared to what people consciously articulate. Keith discusses various innovative methods, including implicit association testin...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Abby Davisson, co-author of the insightful book, Money and Love. Together, they explore the complexities of decision-making in life and relationships, discussing a powerful framework called the Five Cs that can help individuals navigate significant choices with clarity and intention.

Abby shares her journey from social innovation leader to entrepreneur, emphasizing the importance of integrating both emotional and financial considerations when making life decisions. The conversation dives into how to clarify what's truly important, communicate effectively with those impacted by your choices, and broaden your perspective...

In this episode of The Brainy Business podcast, Melina Palmer dives deep into the concept of optimism bias, exploring how it influences our beliefs, behaviors, and decision-making—sometimes to our benefit and other times to our detriment. This refreshed replay of one of the foundational episodes from early 2019 highlights the sneaky cognitive shortcut that leads us to believe that good things are more likely to happen to us while downplaying the risks of negative outcomes.

Melina discusses the dual nature of optimism bias, illustrating how it can inspire us to take bold steps—like starting a new busi...

In this episode of The Brainy Business podcast, Melina Palmer sits down with Bob Goodson, co-author of the intriguing book, Like: The Button That Changed the World. Bob takes us on a captivating journey through the origins and evolution of the "like" button, a seemingly simple feature that has profoundly influenced our digital interactions and consumer behavior.

As the first employee at Yelp, Bob shares firsthand insights into the development of the like button and how it transformed the way we express approval online. He discusses the significance of the thumbs up symbol, its psychological impact, and...

In this episode of The Brainy Business podcast, Melina Palmer dives into the fascinating world of mirror neurons and their profound impact on our behavior, empathy, and learning. Originally aired in January 2019, this refreshed episode explores how these hidden drivers shape our interactions and influence consumer psychology.

Melina discusses the discovery of mirror neurons and shares compelling stories, including how a monkey's brain reacted to seeing a researcher eat ice cream, demonstrating our innate ability to learn through observation. She highlights the significance of mirror neurons in human development, from learning skills like tying shoes to experiencing...

In this episode of The Brainy Business podcast, Melina Palmer welcomes back Jason Voiovich, author of the intriguing book, Bullfrogs Bingo and the Little House on the Prairie. Together, they explore the innovative spirit of the Great Depression, a time often associated with scarcity, yet brimming with unexpected creativity and invention.

Jason shares fascinating stories from his book, highlighting how necessity drove innovation during tough economic times. From the invention of Scotch tape to the rise of flour sack dresses, he illustrates how companies adapted to meet consumer needs in unique ways. Melina and Jason discuss the...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Greta Harper from Maker's Mark for a conversation about the brand's innovative approach during the pandemic. Recorded live at the GreenBook's IIEX North America conference, this episode revisits the impactful strategies Maker's Mark implemented to support bars, restaurants, and hospitality workers when they needed it most.

Greta shares her journey from the service industry to her role at Maker's Mark, highlighting the brand's commitment to long-term thinking and sustainability. As they discuss how the company adapted to the challenges of the pandemic, they explore the importance...

In this episode of The Brainy Business podcast, Melina Palmer dives into the fascinating world of unboxing videos and the brain science that makes them so captivating. Have you ever wondered why millions of people are drawn to watching others unwrap everything from toys to tech? It turns out, it’s not just a quirky trend; it’s rooted in behavioral science.

This refreshed episode, originally aired in 2021, explores the psychological mechanisms at play during unboxing experiences. Melina discusses how mirror neurons, dopamine, anticipation, and sensory engagement create an enthralling experience for viewers. You’ll discover why watchi...

In this milestone 500th episode of The Brainy Business podcast, Melina Palmer celebrates with the incredible Pat Flynn, host of the renowned Smart Passive Income podcast and author of the upcoming book, Lean Learning. With over 60 million downloads across his platforms, Pat shares his journey in digital entrepreneurship, the power of serving others, and how he has mastered the art of learning through action.

Together, Melina and Pat explore the concept of "just in time" learning versus "just in case" learning, emphasizing the importance of focusing on immediate steps rather than overwhelming oneself with unnecessary information. Pat...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Elizabeth Weingarten, journalist and applied behavioral scientist, to discuss her enlightening new book, How to Fall in Love with Questions. Their conversation dives deep into the transformative power of questions and how embracing uncertainty can lead to personal growth and deeper connections.

Elizabeth shares her journey of exploring the importance of curiosity and the art of asking the right questions, particularly during challenging times. She discusses the four Cs that can guide listeners in cultivating a love for questions: curiosity, conversation, commitment, and community. Through engaging...

In this episode of The Brainy Business podcast, Melina Palmer dives deep into the art of questioning and its vital role in driving innovation and success in both personal and professional realms. As the 498th episode approaches the milestone of 500, Melina reflects on her journey and the significance of curiosity in her work. She revisits the core theme of asking meaningful questions, drawing inspiration from the book "How to Fall in Love with Questions."

Listeners will explore the transformative power of questions, learning how to prioritize inquiry over answers. Melina discusses the concept of "beautiful questions," which...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Siri Chilazi, co-author of the insightful book Make Work Fair. Siri, a senior researcher at the Women and Public Policy Program at Harvard Kennedy School, shares her expertise on advancing gender equality and fairness in the workplace. Throughout the conversation, they discuss practical strategies that anyone can implement to foster a more equitable work environment, regardless of their position within an organization.

Siri reveals how small changes in language, evaluation methods, and hiring practices can significantly impact diversity and inclusion. She emphasizes the importance of recognizing...

In this episode of The Brainy Business podcast, Melina Palmer dives deep into the concept of inequity aversion and its significant implications for businesses. She explores the human tendency to react strongly against perceived unfairness and how this aversion can impact employee motivation and organizational culture. Melina unpacks the distinctions between equity, equality, and fairness, illustrating how these concepts play out in real-world scenarios, from employee compensation to customer relations.

Listeners will gain insights into the psychological drivers behind our reactions to inequity and how businesses can create environments that minimize these negative feelings. Melina shares practical...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Willie Pietersen, author of the insightful book, Leadership: The Inside Story. With decades of experience in both law and international business, Willie shares his unique perspective on the essential differences between management and leadership. He emphasizes that while management focuses on tasks and projects, true leadership is rooted in understanding and inspiring people.

Willie explains the three domains of leadership—personal, strategic, and interpersonal—and how their integration is vital for effective leadership. He draws parallels between leadership and the formation of a diamond, highlighting the nece...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Scott Miller, author of the insightful book, Management Mess to Leadership Success. With a wealth of experience in leadership development, Scott shares his journey from management mistakes to mastering the art of leadership. He emphasizes the crucial differences between managers and leaders, and how embracing vulnerability and acknowledging one's messes can lead to authentic success.

Melina and Scott discuss the importance of shifting mindsets, particularly the transition from a scarcity mindset to one of abundance. They explore how leaders can foster genuine connections by being loyal...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Dr. Nilanjana (Buju) Dasgupta, author of the thought-provoking book, Change the Wallpaper. Buju, a prominent social psychologist and founding director of the Institute of Diversity Sciences at the University of Massachusetts Amherst, shares her insights on implicit bias and the cultural patterns that influence our behaviors and decisions.

Together, Melina and Buju explore the metaphor of "wallpaper" in our lives—the subtle, often unnoticed influences that shape our attitudes and beliefs. They discuss how these cultural patterns can create barriers for individuals, particularly those from marginalized ba...

In this episode of The Brainy Business podcast, Melina Palmer delves into the intriguing concept of functional fixedness—the mental block that limits our ability to see alternative uses for familiar objects. Drawing on the popular saying, "when all you have is a hammer, everything looks like a nail," Melina illustrates how this phenomenon can hinder creativity and problem-solving in both personal and professional contexts.

Through engaging anecdotes, including the famous Apollo 13 mission, she highlights the importance of reframing our thinking to unlock innovative solutions. Melina emphasizes that by stepping outside our established mindsets, we can discover ne...

In this episode of The Brainy Business podcast, Melina Palmer sits down with Karen Eber, author of The Perfect Story, to explore the art of storytelling and its profound impact on communication in business. Karen, an award-winning author and CEO of Eber Leadership Group, shares her insights on how storytelling is not just an art but a crucial skill for leaders looking to connect with their teams and drive engagement.

Melina and Karen discuss the common misconceptions surrounding storytelling, including the idea that a story must be perfect or fully fleshed out to be effective. They explore...

In this episode of The Brainy Business podcast, Melina Palmer dives deep into the compelling world of metaphors in branding with Malcolm and Hannibal Brooks from Olson Zaltman. Discover how metaphors shape our understanding and influence consumer behavior, and why they are crucial for effective communication in marketing.

Melina, Malcolm, and Hannibal discuss the Zaltman Metaphor Elicitation Technique (ZMET), a unique approach that uncovers the underlying emotions and perceptions consumers have about brands. The conversation highlights the importance of aligning metaphors with your target audience to enhance brand loyalty and drive sales. Through fascinating case studies, including...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Dr. Rosalind Chow, an associate professor of organizational behavior and theory at Carnegie Mellon University. Rosalind shares insights from her new book, The Doors You Can Open, where she distinguishes between mentorship and sponsorship, emphasizing the importance of actively creating opportunities for others.

Melina and Rosalind dive into the dynamics of power and status within organizations, discussing how social hierarchies can impact diversity and inclusion efforts. They explore practical strategies for individuals at any level to become effective sponsors, highlighting the significance of good listening and...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Amy Gallo, a workplace expert and author of Getting Along: How to Work with Anyone, Even Difficult People. Amy shares her insights on navigating challenging interpersonal dynamics at work and offers practical strategies for improving communication and collaboration with even the most difficult colleagues.

Melina and Amy discuss the importance of emotional intelligence and the skills necessary to foster better relationships in the workplace. They explore the eight archetypes of difficult coworkers, including the pessimist, the know-it-all, and the passive-aggressive peer, and provide evidence-based tactics for...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Emily Falk, author of the insightful book, What We Value. Together, they dive deep into the concept of value, exploring its complex layers beyond monetary aspects and its profound impact on our relationships, society, and business practices.

Emily, a leading expert in behavior change and persuasion, shares her extensive research on how our brains calculate value and make decisions. She discusses the interplay between self-relevance and social relevance in our choices, illustrating how these factors influence not only personal behaviors but also the way ideas spread...

In this episode of The Brainy Business podcast, Melina Palmer is joined by Nikki Rausch, a sales coach and expert in making it easy for customers to do business with you. Drawing from her extensive experience in sales and Neuro Linguistic Programming, Nikki shares actionable insights on how to improve communication and streamline the sales process.

Together, Melina and Nikki discuss the importance of clarity in messaging and the impact of small adjustments in communication. They explore common pitfalls in email exchanges, such as the overuse of "I" statements and ineffective scheduling techniques that can inadvertently create...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Mikael Klintman, author of the insightful new book, Framing: The Social Art of Influence. Their conversation delves into the powerful concept of framing and how it shapes our perceptions and actions in everyday life.

Mikael, a professor of sociology at Lund University, shares his expertise on the four categories of framing: texture, temperature, position, and size. He explains how these elements can be strategically used to influence consumer behavior and decision-making. Through engaging examples, including the marketing strategies of luxury brands like Patek Philippe, Mikael illustrates...

In this episode of The Brainy Business podcast, Melina Palmer revisits the fascinating concept of framing with numbers. She explores how the presentation of numerical information can significantly influence decision-making and consumer behavior. Melina emphasizes that the way numbers are framed can be more impactful than the numbers themselves, particularly through the lens of loss aversion and familiarity.

Listeners will learn how to unlock the power of numbers by testing different frames in their business communications. Melina breaks down common pricing strategies and addresses frequently asked questions about pricing formats, including the effectiveness of ending prices in 99...

In this episode of The Brainy Business podcast, Melina Palmer welcomes David Robson, author of the highly anticipated book, The Laws of Connection. With a background as an award-winning science writer, David shares insights into the science of building strong social networks and the essential role connections play in our lives and businesses. Drawing on extensive research, he reveals the psychological principles that can transform our interactions and help us forge deeper relationships.

Melina and David discuss the importance of connection, exploring how our expectations influence our interactions with others. They discuss the concept of the "liking...

In this episode of The Brainy Business podcast, Melina Palmer explores the powerful concept of unity, which is Robert Cialdini's seventh principle of persuasion. Melina dives into how reminding people of shared identities can significantly influence their decisions, whether you're trying to get a colleague on board with a new initiative or convincing a family member to change their behavior. Through real-life examples and insights from her upcoming book, she illustrates how unity can be a game changer in communication and persuasion.

Listeners will learn about the importance of establishing a sense of "we" before making requests...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Steve Phillips, CEO of Zappi and co-author of The Consumer Insights Revolution. Steve shares his extensive experience in consumer insights and discusses the evolution of the field, emphasizing the importance of leveraging technology and AI to enhance decision-making processes in organizations.

Melina and Steve explore the challenges companies face in understanding consumer behavior and the high failure rates of new product launches. They explore how Zappi aims to transform the consumer insights landscape by providing faster, more cost-effective solutions that empower businesses to make informed decisions...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Will Leach, founder and CEO of Mindstate Group, to discuss the powerful marketing concepts. Drawing from his extensive experience in behavioral science and marketing, Will shares insights from his bestselling book, Marketing to Mindstates, and explains how understanding consumer psychology can transform marketing strategies.

Melina and Will discuss the importance of clarity in messaging, exploring the distinction between optimistic and cautious approaches to marketing. They also explore how brands can effectively connect with their target audiences by aligning their messaging with the psychological motivations of consumers...

In this episode of The Brainy Business podcast, Melina Palmer welcomes Eva van den Broek and Tim den Heijer, co-authors of the intriguing new book, The Housefly Effect. Join the conversation as they explore the fascinating concept of how small, seemingly insignificant factors can have a profound impact on behavior—much like the annoying buzz of a fly that suddenly demands your attention.

Eva, a behavioral economist and founder of Behavioral Insights Netherlands, shares her expertise on applying behavioral science to improve public policy, while Tim, a creative strategist and founder of Brain Creatives, discusses the intersection of...

In this episode of The Brainy Business podcast, Melina Palmer engages in a thought-provoking conversation with Eric Johnson, a leading expert in choice architecture and behavioral decision-making. They explore the critical elements of choice and how the way options are presented can significantly influence decision outcomes. Eric, a faculty member at Columbia Business School and director of the Center for Decision Sciences, shares insights from his extensive research, including the implications of defaults, the paradox of choice, and the importance of framing in decision-making.

Gain a deeper understanding of how small adjustments in choice architecture can lead...

In this episode of The Brainy Business podcast, Melina Palmer is joined by Dr. David Daniels, a Presidential Young Professor at NUS Business School, as they dive into groundbreaking research on the value of gender diversity in companies. David discusses his extensive work that quantifies the impact of workforce gender diversity on company performance, revealing that a mere 1% increase in gender diversity can lead to significant financial gains—up to $152 million for tech companies and $18.7 million for financial firms.

The conversation explores the long-standing debate around the business case for diversity, addressing challenges in establishing causality and th...

In this episode of The Brainy Business podcast, Melina Palmer dives into the essential topic of setting up experiments in your business. While many organizations may shy away from testing due to intimidation or lack of experience, Melina shares her top tips to make experimentation accessible and effective. Drawing from her own academic and professional journey, she emphasizes the importance of small, focused tests that can yield significant insights without overwhelming your resources.

Listeners will learn how to design experiments that provide clear evidence of what works and what doesn't, moving beyond gut feelings to data-driven decisions...