Stop the Scroll: Standing Out and Surprising Your Audience

In this episode, host Josh Aviner sits down with Melina Palmer—a renowned behavioral scientist, podcast host, and author of The Truth About Pricing. Drawing on her background in musical theater and expertise in behavioral economics, Melina unpacks how the psychology of why people buy applies to the world of performing arts.

Together, they explore how theaters and arts organizations have long used behavioral tactics intuitively, and how adding language and structure from behavioral science can sharpen those instincts. Key principles like social proof (our herding nature), scarcity (the effect of limited availability), quantity anchoring (how discount limits shape value), and loss aversion (the urgency created by deadlines) come to life through real-world examples.

The conversation moves beyond the basics, tackling the relativity of price and how perceived value can be elevated by enhancing the experience itself. From VIP upgrades to add-ons, Melina offers smart strategies for boosting revenue without just raising ticket prices—highlighting how the framing and naming of offers (curiosity, exclusivity) can drive appeal. They also dig into why traditional subscription models are struggling, and how to rebuild audience habits post-pandemic using behavioral tools like reciprocity and surprise and delight.

Wrapping up, the pair discuss the importance of distinctiveness for memorability—referencing the Von Restorff effect—and how to stand out in a crowded market without overwhelming your audience. If you're in the business of selling seats, shaping experiences, or keeping audiences coming back, this episode is packed with practical insights.