Unlocked: How to Get Inside the Customer's Mind with the Psychology of Behavioral Economics explains why people buy--and how to use that knowledge to improve pricing, increase sales, and create better, brain-friendly brand messaging. Become a more effective leader with the practical tools in this book. Behavioral economics is the future of brands and business. Unlocked goes beyond an academic understanding of behavioral economics and into practical application, showing how real businesses and business professionals can use science to make their companies better. In this book, business owner, consultant, and behavioral economics expert Melina Palmer helps leaders like you use the psychology of the consumer, innovation, and truly impactful branding to reach real, bottom-line benefits. Discover information and tools you can actually use to influence consumers. Go beyond data science for business. With behavioral economics, you can learn how your brain works to become a better leader--and how your customer's brain works to creatively and effectively market your brand. Unlocked provides real-world examples that bring a concept to life and make it stick; ideas to help you with problem solving for your business; and ways to hack your brain into coming up with innovative programs, products, and initiatives.