Have you ever wondered why a customer walks away—even when the price feels just right? In this episode, I sat down with behavioral economics expert and bestselling author Melina Palmer to explore the real reasons people buy… or don’t. It turns out, it’s not about being too expensive—it’s about how the brain interprets value. We unpacked why pricing is more about perception than numbers, and more about how the brain perceives value.

We explored how concepts like scarcity, exclusivity, brand positioning, and even personal branding influence buying behavior, often subconsciously. Whether you’re selling a luxury offer or structuring a subscription model, this conversation will show you how to ethically apply behavioral science to boost conversions, retain top talent, and build trust at scale.

Key Takeaways:
1. The Psychology Behind Price Perception: Melina explains how the brain interprets value and why pricing is never just a number.
2. Scarcity, Exclusivity, and Luxury Branding: We explore why consumers are willing to pay more—and feel better—when offers are intentionally limited.
3. Behavioral Economics in B2B Sales: Melina shares how to influence complex buying decisions with subtle, brain-aligned strategies.
4. Avoiding Pricing Mistakes and Optimizing Subscription Models: From underpricing to anchoring errors, we cover what to fix and how to test your offers effectively.
5. Building Trust, Motivation, and a Standout Brand: We wrap with practical nudges for employee retention, personal branding, and how to influence with integrity.

Connect with Melina Palmer:

Website: https://thebrainybusiness.com/

LinkedIn: https://www.linkedin.com/in/melinapalmer/

Instagram: https://www.instagram.com/thebrainybiz/

YouTube: https://www.youtube.com/channel/UCV87m0CDiU3X7yMMC-Ixwdg

Books: https://thebrainybusiness.com/books/

Connect with Lean Marketing:
Website: https://leanmarketing.com/
Programs: https://leanmarketing.com/accelerator
Books: https://leanmarketing.com/books
Podcast: https://leanmarketing.com/podcast

LinkedIn: https://www.linkedin.com/company/successwise/
YouTube: https://www.youtube.com/@LeanMarketingOfficial
Free Resources: https://leanmarketing.com/learn

It’s Not the Price—It’s What the Brain Thinks About the Price With Melina Palmer

Lean Marketing