Questioning Behaviour

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May 18, 2020  

Ep 5. The Pain of Paying (ft. Ofer Zellermayer)

May 18, 2020

Sarah Bowen and Merle van den Akker interview Ofer Zellermayer on how behavioural science is applied to paying and payment methods.

Ofer Zellermayer is Associate Professor of Marketing and Behavioral Decision Making at Ono Academic College, Israel. Besides teaching and founding academic programs, he also has a lot of consultancy experience working in marketing research and consumer behaviour. Ofer constantly aims to merge higher education and business.


In this episode, Ofer gives Merle and Sarah a glimpse into the academic world of behavioural science as he shares his experience studying behavioural science at Carnegie Melon University between 1991-1996. We discuss how the “pain of paying” relates to modern modes of payment, cash usage, COVID-19, Germany frugality, and the Italian mafia.


Finding Ofer Zellermayer:






Reading list:

Ofer’s Thesis on The Pain of Paying:

Robyn Dawes (2010) “ Rational choice in an uncertain world”

Robyn Dawes (1994) “House of Cards”

Gabriel Garcia Marques (1967) “One Hundred Years of Solitude”:


 Secret link:


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Music: Derek Clegg “You’re the Dummy”