The Truth About Pricing explains the neuroscience of consumer behavior. Learn how to use behavioral science to improve pricing, increase sales, create better “brain-friendly” messaging, and revolutionize your business.

If you have ever felt overwhelmed or stressed out by the idea of picking a price, and wished someone could “just do it for you” –this book is your solution.

"If you set prices for anything, you absolutely must read The Truth About Pricing."

- Dr. Zoe Chance, Yale professor and author of Influence Is Your Superpower



The Truth About Pricing goes beyond an academic understanding of behavioral economics and into practical applications. Learn how real businesses can use science and psychology to finally gain pricing confidence. In this book, business owner, consultant, and behavioral economics expert Melina Palmer provides a straightforward guide for anyone in business, from aspiring entrepreneurs to seasoned owners, aiming to understand and leverage pricing in a way that benefits both their customers and their bottom line. 

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



Accessible for purchase on various online book retailers and can be requested at your neighborhood bookstore.

“Most people understand the importance of proper pricing. But few recognize that there’s a science to it—something that Palmer shows us clearly and impressively. Marketers would benefit greatly from this book.”
Robert Cialdini
author of Influence and Pre-Suasion
“It's a gem!”
Dilip Soman
director of Behavioral Economics in Action at Rotman (BEAR) and author of The Last Mile
“Everyone in business needs this book!”
Mindy Weinstein, PhD
author of The Power of Scarcity
“A must-read for every entrepreneur.”
Phill Agnew
host of Nudge, the UK's #1 marketing podcast
“Eye-opening and invaluable.”
Scott Jeffrey Miller
WSJ bestselling author and host of the world's largest weekly leadership podcast
“Melina has written the book every small business owner needs to create a pricing strategy that works.”
Vanessa Bohns
professor of organizational behavior at Cornell and author of You Have More Influence Than You Think


The Truth About Pricing is a step-by-step guide that is written with the busy professional in mind. Within the pages of this book are the same steps Melina has used with countless clients to optimize their prices so they can sell confidently – a critical factor in whether a customer chooses to buy from you or not. If you want an easier selling process where people are naturally compelled to buy, this book is for you. 

Within its pages you will find:

  • How your own brain is keeping you stuck, and what to do about it.
  • The most important decision you need to make before tackling pricing.
  • The three templates you need to confidently present your prices and sell more of the right things.
“The perfect book to help you excel.”
Christian Hunt
host of the Human Risk podcast and author of Humanizing Rules
“Prepare to get smarter!"
Marcus Collins
marketing professor at the University of Michigan and best-selling author of For The Culture
“The book every entrepreneur needs to create a pricing strategy they feel confident in.”
Kate Gigax
executive coach and founder, Development Corps
“If you are looking for a shortcut on how to become a genius at pricing, then this is the book for you.”
Chris Rawlinson
founder and CEO of 42 Courses
“Will put your business ahead of the game.”
David McRaney
bestselling author of multiple books, including How Minds Change, and host of the You Are Not So Smart podcast
“A game-changer.”
Dr. Gleb Tsipursky
CEO of the future-of-work consultancy Disaster Avoidance Experts, author of global best-seller Never Go With Your Gut: How Pioneering Leaders Make the Best Decisions and Avoid Business Disasters


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.



“Everyone who wants to naturally sell more in a way that also results in happier customers and raving fans, needs to read The Truth About Pricing.”
Louise Brogan
host of LinkedIn with Louise
“This book gets results.”
Priscilla McKinney
CEO of award-winning Little Bird Marketing and author of Collaboration is the New Competition
“Superb and hugely relevant for any business.”
Nuala Walsh
CEO of MindEquity, president of the Harvard Club of Ireland and author of Tune In: How To Make Smarter Decisions in a Noisy World
“Whatever you sell, this is the book to read if you want price to be a non-issue.”
Nancy Harhut
author of Using Behavioral Science in Marketing, and Chief Creative Officer at HBT Marketing
“If you ever pitch products or services, the behavioral science based advice in this book is priceless.”
Amy Bucher
Chief Behavioral Officer at Lirio and author of Engaged: Designing for Behavior Change
“Optimized pricing, bigger margins, and easier selling–this book unlocks it all!”
Roger Dooley
author of Brainfluence and Friction


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?


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