Consumers are weird. They don't do what they say they will do and don't act how we think they "should." Enter Melina Palmer, a sales conversion expert with a personal mission to make your business more effective and brain friendly. In this podcast, Melina will take the complex concepts of behavioral economics (the study and science of why people buy - or not) and provide simple, actionable tips you can apply right away in your business. Whether you're a small business or thriving corporation, Melina's tips can help your business increase sales and get more customers.
United States
49 episodes
since July 5, 2018


This episode is about present versus future biases. This is part 4 of our 8 part series about biases. We've already talked about personal biases, how we think about ourselves versus other people, and memories. When it comes to present versus future, people want their payoffs now, so humans tend to place a greater weight on the date that is closer to now. Other things that impact our decisions include losses and risks. We are impacted more by losses than gains. We are also biased towards maintaining the status quo. I talk about optimism bias and even pessimism bias. When you know the rules of the game, it can be easier than you think to trick your brain into doing more in your favor – whether it is making choices today that you will appreciate tomorrow, or helping to get yourself out of a negative spiral. This episode will help you understand why we tend to make decisions a certain way and enable you to make better decisions for your business and your life. Show Notes: [04:10] People want their payoffs now. We place greater weight on things that happen closer to now. [04:31] this is closely tied to the “I’ll start Monday effect.” [04:39] We tend to make decisions today that our future self may not be as happy about. [05:39] Due to diversification or projection bias, we may think our future self will want more variety than we really want or will use. [06:07] Optimism bias is when your future self makes you think you'll learn options that are more virtuous. [07:14] Due to impact bias, we overestimate the duration of intensity of the impact of how we will feel in the future. [07:50] We are also victim to projection bias, which means we overestimate how much our future self will share the preferences we have today. [08:34] Reactance is the urge to rebel and do the opposite of what someone wants you to do to hold on to some form of control and power. [10:44] Irrational escalation – also known as the sunk cost fallacy – where people will keep spending and justify pouring money into a bad prior investment even though evidence shows it is bad. [12:43] As your brain gets overwhelmed your subconscious is more likely to take the reigns, meaning you will make more battery and present-focused decisions. [13:47] The hot-cold empathy gap finds that in a cold state it's much easier to make better decisions then in a hot state or in the moment. [16:01] The reverse is the cold-hot empathy gap where smokers underestimated their cravings to smoke when they were in a cold state. [17:26] People are impacted more by losses than gains – and it takes double the joy felt by a gain to equal the pain felt by a loss. [17:52] Dread aversion – dread results in double the emotional impact of savoring. [20:11] We tend to beef up the status quo and defend it more than may be warranted because of system justification. [20:33] Due to normalcy bias and not wanting to think about change, we may refuse to plan for or have the proper reaction to a disaster which has never happened before. [21:35] Due to a zero risk bias, we will prefer to reduce a small risk down to nothing than taking a bigger reduction in a larger risk. [22:47] Because of risk compensation or the Peltzman effect, we are more likely to take a greater risk when our perceived safety increases. [24:26] Because of the pseudocertainty effect we are more likely to make choices that avoid risk if the expected outcome is a good one, but seek out risk in an attempt to avoid a negative outcome. Which could lead to the ostrich effect or ignoring a negative situation. [26:06] A predisposition toward viewing the past in a positive way and the future in a negative way is called declinism. [26:21] The pessimism bias is to overestimate the likelihood of negative things happening to us in the future. [26:42] A zero sum bias is where you think that the only way one person gains is at the expense of another. [27:05] Look for the win win. For one person to succeed, it doesn't mean that another person has to fail. [27:25] Negativity bias is when it's easier for us to remember negative memories over positive memories. The worse than average effect is where we believe that we are worse at tasks than average people are. [29:06] Acting like a confident, optimistic person can create the benefits as if you are confident and optimistic. [29:44] When you know the rules of the game, it can be easier than you think to trick your brain into doing more in your favor and using these biases as your advantage. 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. Links and Resources: Episode 45. Overview of Personal Biases Episode 46. Biases Toward Others – Including Groups Episode 48. An Overview of Memory Biases @wagsRJ Robert Parlange on Twitter Magic of Self Direction by David S. Schwartz @BusinessBrosPod on Twitter Rich Dad, Poor Dad by Robert Kiyosaki A More Beautiful Question by Warren Berger Fierce Conversations by Susan Scott @thebrainybiz on Twitter Diversification Bias: Explaining the Discrepancy in Variety Seeking Between Combined and Separated Choices Mixing Virtue and Vice: Combining the Immediacy Effect and the Diversification Heuristic Episode 32. The Overwhelmed Brain and Its Impact on Decision Making Research on How Self-control Works Could Help You Stick With New Year's Resolutions Free Will in Consumer Behavior: Self-control, Ego Depletion, and Choice A Multilab Preregistered Replication of the Ego-Depletion Effect Hot–Cold Empathy Gaps and Medical Decision Making Exploring the Cold-to-Hot Empathy Gap in Smokers Episode 9. Behavioral Economics Foundations: Loss Aversion The Endowment Effect Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias Behavioral Economics Foundations: Optimism Bias Experimental Tests of the Endowment Effect and the Coase Theorem Does Market Experience Eliminate Market Anomalies? The Case of Exogenous Market Experience
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