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Review of What Your Customer Wants and Can’t Tell You by Melina Palmer

A good introduction to behavioural economics and its application to consumer behaviour and marketing. The author provides a basic introduction to how the brain works (although some of the content is a little out of date), and then introduces 16 key concepts in behavioiural economics (including framing, anchoring, social proof and others).

The book then discusses how to apply the concepts to different aspects of the marketing mix. For example, discussing different ways to (re)frame numbers, to present prices and discounts, and to trigger social proof. The focus on practical application of behavioural economics makes this a good place to start for anyone new to the topic and interested in business applications.

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