Use Science to Understand Why People Buy

What Your Customer Wants and Can’t Tell You explains the neuroscience of consumer behavior. Learn exactly why people buy and how to use that knowledge to improve pricing, increase sales, create better “brain-friendly” brand messaging, and be a more effective leader.

If you like marketing and business looks like Nudge by Richard Thaler and Cass Sunstein, Predictably Irrational by Dan Ariely, or This is Marketing by Seth Godin, you’ll love What Your Customer Wants and Can’t Tell You.

"The most important business book to come out in years."

- Michael F. Schein, author and columnist for Forbes, Inc, and Psychology Today

Behavioral economics is the future of brands and business.

What Your Customer Wants and Can’t Tell You goes beyond an academic understanding of behavioral economics and into practical applications. Learn how real businesses and business professionals can use science to make their companies better. In this book, business owner, consultant, and behavioral economics expert Melina Palmer helps leaders like you use the psychology of the consumer, innovation, and truly impactful branding to achieve real, bottom-line benefits.

Bulk discounts available for as little as 10 books – click here to learn more 👈


"A fascinating book on human behavior and economics."
Scott J. Miller
J. Miller, bestselling author and host of the #1 leadership podcast, On Leadership with Scott Miller
"Sparkles with snappy ideas that unearth truths about human behavior."
Tim Houlihan
chief behavioral strategist at Behavioral Alchemy and cohost of the award-winning Behavioral Grooves podcast
"A great guide to the customer's mind."
Nir Eyal
Nir Eyal, bestselling author of Hooked and Indistractable
"An incredible, step-by-step guide for people in the business world."
Kwame Christian
director of the American Negotiation Institute, bestselling author, attorney, speaker, and host of the #1 negotiation podcast, Negotiation Anything
"Hands you the key to the secret world of behavioural science."
Patrick Fagan
chief scientific officer of Capuchin Behavioural Science and author of Hooked
“Practical advice and engaging exercises to help you start applying behavioral science in your business right away.”
Aline Holzwarth
head of Behavioral Science at Pattern Health and principal at Duke University's Center for Advanced Hindsight

Discover information and tools you can actually use to influence consumers.

Go beyond data science for business and apply behavioral economics. Learn how the consumer brain works. Become a better leader and creatively and effectively market your brand by understanding the true needs of your customers.

Dramatically improve your effectiveness as a leader and marketer with the practical tools in this book, including:

  • Real-world examples that bring a concept to life and make it stick
  • Ideas to help you with problem solving for your business
  • Ways to hack your brain into coming up with innovative programs, products, and initiative
"A thoughtful, approachable book."
Matt Wallaert
behavioral scientist and author of Start at the End: How to Build Products that Create Change
“An engaging and thoughtful read packed with tons of concrete examples."
Bec Weeks
founder of Pique
"Anyone in business would benefit from the insights in this book.”
Nuala Walsh
founder of MINDEQUITY, vice-chair of UNWomen UK, and cofounding member of the Global Association of Applied Behavioural Scientists
"Melina will challenge the way you think about your personal and business decisions."
Will Leach
CEO of Mindstate Group and author of Marketing to Mindstates
"Melina Palmer’s brilliant book brings to life the latest science explaining why we do what we do."
Richard Chataway
author of The Behaviour Business and CEO of BVA Nudge Unit UK
"A book to devour if you want to get your teeth into the application of behavioural economics.”
Jez Groom
founder and CEO of Cowry Consulting and coauthor of Ripple: The BIG Effects of Small Behaviour Changes in Business


Melina Palmer is an applied behavioral economist with a passion for helping everyone from around the world to understand what behavioral economics is and how it can be applied to help the world communicate more effectively.

She is happiest on a stage or working with corporate teams, enlightening them about the brain and how easy it can be to apply behavioral science to have amazing impact on projects and initiatives.

Her award-winning podcast has downloads in over 170 countries. She teaches applied behavioral economics through the Human Behavior Lab at Texas A&M University. She has written two books, and has contributed research to the Association for Consumer Research, Filene Research Institute, as well as writing a column for Inc.



“The book every businessperson should read! It’s absolutely brilliant.”
Nikki Rausch
CEO of Sales Maven, neurolinguistic programming expert, podcast host, and author of Buying Signals and The Selling Staircase
"A stand-out guide for anyone fascinated by customer behaviour and the science of decision-making."
Madeline Quinlan
cofounder of Salient Behavioural Consultants and head of membership for the Global Association of Applied Behavioural Scientists
"Takes a tremendous amount of research from behavioral economics and social psychology and shares it in ways anyone can understand."
Brian Ahearn
author Influence PEOPLE
"This brilliant book is a wealth of knowledge, arming practitioners with actionable insights to help understand how customers decide.”
Nate Andorsky
CEO of Creative Science and author of Decoding the Why: How Behavioral Science Is Driving the Next Generation of Product Design
"Palmer is an excellent science and business communicator and provides business-relevant explanations of what you need to know."
Dr. Gleb Tsipursky
behavioral scientist, CEO of Disaster Avoidance Experts and bestselling author of Never Go With Your Gut and The Blindspots Between Us
"A must-read packed with useful case studies and practical advice for brands and organisations alike.”
Dr. Benny Cheung
director at Dectech


Einstein said if he was given an hour to save the world, he would spend 55 minutes thinking about the problem and 5 minutes solving it. Consider your last project — what’s your team’s ratio?

Whether internal or external, every business problem involves human behavior. Melina does a select number of consulting engagements per year, where she acts like a Chief Behavioral Officer for your company, team, or specific project. And just like Einstein, at The Brainy Business, we always start with Understanding the Problem so be prepared for lots of questions!

Most companies hire Melina for speaking engagements and corporate trainings either virtually or in person.  Interested in learning more?





Have you ever wondered why people buy the things that they do? Are you curious about how marketers and advertisers try to get your attention and money?

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