In the first episode of my Nudge podcast, I interviewed the fantastic psychologist Dr. Adrian North, who conducted one of the seminal studies on the psychology of music.

In the 1890s, Russian physiologist Ivan Pavlov noticed how dogs began salivating not just when food was placed in front of them, but when they heard the footsteps of the person bringing the food.

Is billboard advertising still relevant today? Yes, all because of costly signaling. This behavioral science principle states that expensive signals indicate higher quality or status.

Do you ever look at an ad and wonder, “What on earth does that mean?” That’s how I felt after viewing this Stripe ad.

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