Behavioral economist and author Melina Palmer shared some of the psychology about  why consumers buy in this discussion with CUNA News Senior Editor Ron Jooss. 

Palmer, who has a “rich history” working in credit unions, helps organizations make more “brain friendly” interactions with consumers, which is a  competitive strength of fintech firms.

“If you understand the rule the brain uses to make decisions, you can make it easier for people to choose you and do business with you,” Palmer says. “Especially in a commoditized industry like ours, being able to resonate with your membership is something behavioral economics can help you with.”