The Agents of Change Digital Marketing Podcast Using Behavioral Science to Drive Change with Melina Palmer
Dec 17, 2025
Melina Palmer, an applied behavioral economist and bestselling author, dives into the psychology of change. She discusses why our brains resist new ideas, emphasizing status quo bias and loss aversion. Through engaging examples, including the infamous Tropicana and New Coke failures, Melina highlights the importance of framing change effectively. She offers practical tips for marketers, like addressing key pain points and utilizing social proof, to motivate customers to embrace transformation and reduce resistance.
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AI Assistants Are Like Jigs
- Rich compared simple AI assistants to woodworking jigs that produce consistent, high-quality outputs.
- He recommends building small 'jigs' to automate repetitive work rather than chasing perfect AI tools.
You Don't Care What Excites You
- People who propose change often care about different things than the people they need to convince.
- Framing and positioning must address what the audience cares about, not what excites the proposer.
Status Quo Is A Powerful Anchor
- Humans prefer predictability and resist losing the status quo, which fuels loss aversion and reactance.
- Inviting people into the choice and framing benefits reduces fear and resistance.
