374. Uncovering the Secrets of the Brain: A Tour of the Human Behavior Lab

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

In this episode of The Brainy Business podcast, Dr. Marco Palma, a researcher at the Human Behavior Lab at Texas A&M University, discusses the utilization of advanced technology, such as eye tracking devices, to understand and influence consumer behavior. Marco's extensive research in the field of human behavior and decision-making offers a unique perspective, emphasizing the significance of small changes in behavior and the impact of understanding the brain's wiring.

His insights shed light on the practical applications of behavioral science in various aspects of life, including gender disparities in the workplace and food choices. By delving into the intricate details of eye tracking, anchoring, and the patterns of eye movement, Marco provides valuable knowledge that entrepreneurs and business owners can leverage to optimize their marketing strategies and enhance their understanding of consumer behavior. This episode presents a rare opportunity to gain insights from a distinguished expert in the field, offering actionable takeaways that can be applied to drive positive changes in business and beyond.

In this episode:

• Understand human behavior and decision-making to optimize business strategies and drive consumer engagement.
• Explore eye tracking and consumer behavior for insights that can revolutionize marketing approaches.
• Implement small changes and behavior modification techniques for impactful business results.
• Address gender disparities in the workplace to foster a more inclusive and productive environment.
• Delve into food choices and brain wiring to unlock the secrets of consumer preferences and habits.

Show Notes:

00:00:00 - Introduction, Melina introduces the episode and the guest, Dr. Marco Palma, and discusses the work being done at the Human Behavior Lab at Texas A&M University. 00:03:37 - Understanding Human Behavior Marco explains the use of sensors in the lab to understand the drivers of human behavior, including attention, facial expressions, brain activity, and stress signals. 00:08:24 - Advancements in Experimentation Marco discusses the significant reduction in experiment time at the lab, allowing for more experiments and collaborations with outside partners to understand and measure human behavior more effectively. 00:09:09 - Application of Research The application of research in menu optimization and advertising is highlighted, focusing on driving attention, simplifying messaging, and utilizing incentives to influence consumer behavior. 00:12:17 - Importance of Simplifying Messaging Marco emphasizes the importance of simplifying messaging to ensure that the intended benefits are effectively communicated and perceived by consumers. 00:13:39 - The Power of Anchoring in Pricing Marco explains how anchoring influences purchasing decisions in fancy restaurants and wine tasting settings, guiding consumers towards higher-priced items. 00:14:13 - Eye Tracking and Consumer Behavior Marco discusses the significance of eye tracking in understanding how people search for information on a computer screen, in a menu, and other settings, guiding them through what businesses want them to see. 00:17:23 - Establishing Causality in Laboratory Experiments The importance of controlling details in laboratory experiments to establish causality is emphasized, allowing for a better understanding of behavior in real-world settings. 00:21:48 - Self-Control, Cheating, and Generosity Marco shares upcoming research areas on self-control, cheating, and generosity, focusing on understanding behavior and drivers, such as goal setting, perceptions of large corporations, and fundraising campaigns. 00:25:25 - Promoting Competition Among Women The discussion shifts to promoting competition among high-ability women and addressing gender disparities in leadership roles, exploring potential strategies for changing perceptions and promoting competition. 00:27:24 - The Impact of Title Changes on Participation of Women Marco discusses how changing titles can promote the participation of women, demonstrating the potential for small changes to yield significant results in gender equality. 00:29:06 - Understanding the Brain's Relationship with Food Marco explains the importance of understanding our brain's relationship with food, particularly the reward system associated with sugar consumption and its impact on our modern diet and health. 00:31:29 - The Role of A&M in Research and Education Marco highlights the mission of Texas A&M University, emphasizing the importance of translating research into real-world applications and the value of formal education, research discovery, and entrepreneurship. 00:32:43 - Reflection on the Impact of the Human Behavior Lab Melina reflects on the significant impact of her connection to Marco and the Human Behavior Lab, citing examples of collaborations, research, and the launch of a certificate program in applied behavioral economics. 00:36:00 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

Let’s connect:

• [e-mail]
• The Brainy Business® on Facebook
• The Brainy Business on Twitter
• The Brainy Business on Instagram
• The Brainy Business on LinkedIn
• Melina on LinkedIn
• The Brainy Business on Youtube

Connect with Marco:

• Human Behavior Lab Website
• Human Behavior Lab on Instagram
• @HBLtamu on Twitter

Learn and Support The Brainy Business:

Check out and get your copies of Melina’s Books.

Get the Books Mentioned on (or related to) this Episode:

• Marketing to Mindstates, Will Leach
• What Your Customer Wants and Can't Tell You, by Melina Palmer
• What Your Employees Need and Can't Tell You, by Melina Palmer
• The Truth About Pricing, by Melina Palmer
• The Why Axis, by John List and Uri Gneezy

Top Recommended Next Episode: Check-In Dr. Marco Palma (ep 202)

Already Heard That One? Try These:

• Introducing the Certificate in Applied Behavioral Economics (ep 115)
• Marketing to Mindstates, with Will Leach (ep 88)
• The Brainy Health Benefits of Nature, with Jay Maddock (ep 203)
• Common Errors in Financial Decision Making, with Chuck Howard (ep 213)
• Framing (ep 296)
• Priming (ep 252)
• iMotions research (ep 352)
• Implicit Bias Testing with Keith Ewart (ep 183)
• Solving a Billion Pound Problem with Behavioral Science, with Benny Cheung (ep 140)
• 100 episodes 1 big insight (ep 100)

Other Important Links:

• Brainy Bites - Melina’s LinkedIn Newsletter
• Self-control: Knowledge or perishable resource?
• iMotions on Facebook
• iMotions Biometric Research
• Tobii Website
• Certificate in Applied Behavioral Economics (fully virtual!)