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

In this episode of The Brainy Business podcast, Melina Palmer welcomes Matt Salem, co-author of the insightful book, Unpacked: Predict Packaging That Sells. Together, they explore the profound impact of packaging on pricing, sales, and consumer choice, challenging the common misconception that packaging is merely an afterthought.

Matt, a seasoned expert with over 20 years of experience studying shopper behavior, shares how packaging acts as a "silent salesperson" that can significantly influence purchasing decisions. The discussion delves into the importance of contrast in packaging design and introduces the 4S framework: Be Seen, Shoppable, Seductive, and Selected. Listeners will discover real-world examples of how effective packaging can elevate a product's perceived value and drive sales, including a fascinating case study on Gentleman Jack whiskey.

As you listen, consider how often your own decisions about packaging, pricing, or presentation are based on assumptions rather than evidence. This episode is a must-listen for marketers, product designers, and anyone interested in understanding the psychology behind consumer choices.

In this episode:

Discover the critical role of packaging in the consumer decision-making process.
Learn about the 4S framework for effective packaging design.
Explore real-world case studies that highlight the impact of packaging on sales.
Understand the importance of data-driven insights in packaging decisions.
Gain practical tips for creating packaging that resonates with consumers.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/560.

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In this episode of The Brainy Business podcast, Melina Palmer dives into the intriguing concept known as the Cobra Effect, exploring how well-intentioned solutions can sometimes lead to unintended consequences. Drawing on historical examples, Melina illustrates how policies aimed at solving problems can backfire spectacularly, resulting in outcomes that are often worse than the original issue.
Listeners will learn about the infamous cobra bounty in colonial India, where the attempt to eliminate cobras led to the creation of cobra farms, exacerbating the problem. Similar stories from Hanoi, Georgia, and Bogota highlight the pervasive nature of this phenomenon across various contexts, including environmental policies and incentive programs. Melina emphasizes the importance of understanding human behavior and the potential for loopholes when designing solutions.
As you tune in, consider how the Cobra Effect may be manifesting in your own business practices and decision-making processes. This episode is a reminder to think critically about the incentives you create and the behaviors they may inadvertently encourage.
In this episode:
Discover the origins of the Cobra Effect and its implications in modern contexts.
Learn from historical examples such as the cobra bounty and the rat tail incentive in Hanoi.
Understand how poorly designed incentives can lead to unintended negative outcomes.
Explore strategies for anticipating potential loopholes in your own policies.
Reflect on how to create more effective and thoughtful solutions in your organization.
Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/559.
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In this episode of The Brainy Business podcast, Melina Palmer welcomes Claude Silver, the Chief Heart Officer at VaynerX and author of the inspiring book, Be Yourself at Work. Together, they explore the importance of authenticity in the workplace and how embracing your true self can lead to greater creativity, connection, and success.
Claude shares her journey, highlighting her mission to foster an environment where empathy and vulnerability are celebrated. The conversation delves into the psychological barriers that often prevent individuals from being their authentic selves and the strategies that can help overcome these challenges. Listeners will learn how to rewrite the negative narratives that hold them back and the value of cultivating a culture that prioritizes emotional safety and connection.
As you tune in, reflect on how you can begin to change the narrative in your own life and workplace, creating a space where everyone feels empowered to show up as their true selves. This episode is a must-listen for leaders and individuals alike, eager to transform their work environments and enhance their personal fulfillment.
In this episode:
Discover the role of a Chief Heart Officer and the significance of empathy in the workplace.
Learn practical strategies for overcoming imposter syndrome and negative self-talk.
Explore the importance of psychological safety and how it fosters creativity and collaboration.
Understand how to create a culture that encourages authenticity and emotional connection.
Gain insights into the benefits of being yourself at work for both individuals and organizations.
Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/558.
Looking to explore applications of behavioral economics further? 
Learn With Us on our website.
Subscribe to Melina's Newsletter Brainy Bites. 
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In this episode of The Brainy Business podcast, Melina Palmer shares her reflections on the most important books she read in 2025. With a focus on behavioral economics and psychology, Melina categorizes her top picks into seven key themes, showcasing the insights and lessons that shaped her understanding throughout the year.
Listeners will discover a diverse range of books, from foundational texts like Lucky by Design by Judd Kessler, which explores choice architecture, to Ask This Book by Vicky Tan, an interactive guide to better questioning. Each category highlights a top book and an honorable mention, offering a comprehensive overview of impactful reads that can enhance both personal and professional growth.
As you tune in, consider how these books might inspire your own journey in understanding the psychology of decision-making and improving your business strategies. Melina also provides resources for further exploration, including a supporting article that lists all the featured books and links to additional materials on her website.
In this episode:
Explore the top books in the categories of Foundations, Asking Better Questions, Productivity and Goals, Self Leadership, Leadership of Others, Experience, and Pricing and Sales.
Learn about the importance of choice architecture and how it influences decision-making.
Discover the value of asking better questions in both personal and professional contexts.
Gain insights into leadership dynamics and the impact of power on decision-making.
Understand how to create engaging customer experiences and effective sales strategies.
Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/557.
Looking to explore applications of behavioral economics further? 
Learn With Us on our website.
Subscribe to Melina's Newsletter Brainy Bites. 
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In this episode of The Brainy Business podcast, Melina Palmer speaks with Muriel Wilkins, author of Leadership Unblocked: The Beliefs That Limit Your Potential. Together, they delve into the often-hidden beliefs that can hinder effective leadership and personal growth. Muriel, an executive coach with over 20 years of experience, shares insights from her extensive work with C-suite leaders, revealing seven common beliefs that can create barriers to success.
The conversation explores how these beliefs—such as "I need to be involved" and "I can't make a mistake"—shape our behaviors and decision-making processes. Muriel emphasizes the importance of self-awareness and shifting mindset to overcome these challenges, encouraging listeners to reflect on their own assumptions and the narratives they tell themselves. As you tune in, think about which beliefs may be holding you back and how you can reclaim your agency as a leader.
In this episode:
Discover the seven hidden beliefs that can limit leadership potential.
Learn how to recognize the narratives that shape your experiences.
Explore practical strategies for shifting mindset and overcoming barriers.
Gain insights into the importance of external feedback and self-reflection.
Understand how to take actionable steps toward personal and professional growth.
Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/556.
Looking to explore applications of behavioral economics further? 
Learn With Us on our website.
Subscribe to Melina's Newsletter, Brainy Bites. 
Let's connect:
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Follow Melina on LinkedIn
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