Holiday music isn’t just festive background noise—it’s a strategic brain hack. From dopamine-boosting melodies to mood-shaping rhythms, those familiar songs are designed to nudge your emotions, your pace, and even your spending.

Discover the science behind the smile effect in logos like Amazon’s arrow and Nike’s swoosh. Learn how curved shapes trigger the brain’s reward system, build trust, spark loyalty, and shape guest experiences through neuroscience, psychology, and hospitality insights.

The decoy effect is one of the best known biases violating rational thought. And it has a powerful impact on the decisions we make.

Eating is one of the most multisensory parts of our day. But, did you know that the brain tastes the food long before it passes the lips?

Discover the psychology behind the Goal Gradient Effect—a powerful brain bias that makes us more motivated as we get closer to a goal. Learn how this phenomenon boosts productivity, drives customer loyalty, and inspires action in leadership, hospitality, and everyday life.

The human brain is wired for story. When you wrap your message in a compelling story—whether you’re serving dinner, teaching students, or giving a Monday morning sales pitch—it sticks. Stories spark sensory regions, emotional networks, even mirror neurons that make us feel as if we’re in the story.

Have you ever walked into Costco planning to buy just one or two things and walked out with a cart full of stuff you don't need? Discover the Costco Effect—how anchoring, scarcity, and priming trick your brain into overspending. Learn the psychology behind shopping smarter.

Psychological anchors are powerful influences over our decisions and perceptions. They are everywhere and we rarely even notice them.

Music isn’t décor—it’s direction. Before the fork rises or the wine pours, the brain is already responding to tempo, volume, and rhythm. From lunch’s cortisol-driven rush to dinner’s dopamine-rich unwind, music matters more than you think!

Fonts are silent storytellers. They set the tone, evoke emotions, and communicate the restaurant’s personality before you even read a word.

Do you think retailers have the power to prime your brain? More likely than not, it happened the last time you went to the grocery store.

Social proof shows up in every aspect of our behavior and decisions. What other people say, think and do are powerful motivators.

Neuromarketing is in its infancy, but we are learning a lot about unconscious factors that persuade us to buy or not. The right packaging c

Have you ever wondered if those late-night infomercials actually work? Neuroscience tells us why we really need those cheesy products.

Customers value the experience more than the brand. When that experience is personal, it's more meaningful and memorable.

Everything we read in in print or online is influenced by the font we see much like music in a film. Typography is what language feels like.

"Words Matter" is more than a catchy tagline. The words we speak, hear, & read physically and chemically change the way the brain functions.

There is a wealth of research that shows how the way information is framed significantly influences our perception of it.

From supermarkets to department stores, retailers employ clever techniques designed to get you to spend more.

Consumers will spend more for a brand with an associated ritual because they feel like they are getting a premium product.