Melina’s insights and learn how to incorporate behavioral economics into your business pricing, messaging, marketing, branding, and more.

Super Bowl Commercials 2019: A Behavioral Economics Review

Yesterday was the Super Bowl. Sure, football was played (sort of…not the most exciting game in history), but I was in it for the commercials. Last year, there was an obvious standout “winner” for me (It’s a Tide Ad)…2019 did not have the same overwhelmingly obvious “best” commercial from a behavioral economics perspective. So, instead of narrowing it down to one “winner” I am going to showcase some commercials I think did a great job incorporating behavioral economics concepts (whether they know it or not). And…one ad that was a BE fail… Hyundai – The Elevator This ad did a great job associating how bad a normal car buying experience can be (“Oh, you’re going down…way down.”) and showing all[….]


Are People Actually Nicer During The Holidays?

They say it’s the most wonderful time of the year…but is that actually true? The holidays can be full of stress and Black Friday insanity – and it can be easy to focus on those things. But what about the other stuff? The cozy blankets and warm drinks by the fire…time making cookies with the kids. Do they make a difference? As it turns out, our brains make all sorts of weird associations – including tying physical warmth to emotional warmth. What does that mean? Put simply – if you hold something warm in your hands, you are more likely to act generously and interpret others as being more “warm” in their interactions with you as well. Weird? Yes. But[….]

Four sheep all looking at the camera

Herding and How To Start a Movement

On the Behavioral Economics Foundations episode on Herding, I mentioned one of my favorite TED Talks – How To Start A Movement by Derek Sivers. TED Talks are always pretty short, but this one is just three minutes long. You might think that is too short to learn something so amazing. Thankfully, this video delivers. While Sivers does not mention the terms “behavioral economics” or “herding” those underlying tendencies we have as a species are why his theories work (and are true). I love the simplicity of the message and how he made it relatable (remember – it’s not about the cookie). Taking complex concepts and making them fun and engaging is pretty much my jam, which is likely why[….]