Hunter Thurman, President of Alpha-Diver, combines behavioral science and neuroscience to decode consumer behavior. He shares insights from the BEV 50 report, revealing that price perceptions often contradict actual costs. Hunter explains how social context and emotional connections can outweigh price, affecting choices for routine brands like Coke compared to explorers like Poppy. He also discusses the paradox of perceived wealth, highlighting how self-image influences spending decisions, particularly in the snack market.