Decoded: The Science Behind Why We Buy

Decoded: The Science Behind Why We Buy

by Phil P. Barden


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In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing.

He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility.

  • Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy
  • Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management - from strategy to implementation and NPD.
  • The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising
  • Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ‘why’ behind consumer behaviour.
  • Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK
  • Full colour throughout

Product Details

ISBN-13: 9781118345603
Publisher: Wiley
Publication date: 02/18/2013
Pages: 288
Sales rank: 859,312
Product dimensions: 5.90(w) x 9.10(h) x 1.10(d)

About the Author

Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly  immersed himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.

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Table of Contents

Foreword ix

Preface xiii

1. Decision Science: Understanding the Why of Consumer Behaviour 1

2. The Moment of Truth: Decoding Purchase Decisions 37

3. Decoding the Interface: How the Autopilot Perceives Touchpoints 67

4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 119

5. Goals: The Driving Forces of Purchase Decisions 159

6. From Positioning to Touchpoints: Bringing Value to Life 203

Closing Remarks 255

Acknowledgements 257

Recommended Reading 259

Index 269

What People are Saying About This

From the Publisher

“When Phil first introduced me to this new and importantunderstanding it crystallised my fears that the long-standingapproach to marketing needed to be fundamentally re-evaluated. Inhis book, he not only persuasively and cogently argues his case butalso shows how we need to think in new ways to maximise ourmarketing efficiency and effectiveness”
Sean Gogarty, Senior Vice President, Household Care,Unilever

“A perfect mixture of deep ideas from visual and decisionneuroscience,
and clear pictures of why those ideas matter formarketing”
Colin Camerer, Robert Kirby Professor of BehavioralEconomics, Caltech

"A must read for marketing managers who wish to deepen theirunderstanding of the vagaries of the consumer behavior. Thedifficult subject matter is presented in an accessible, logical andconcise manner. I will certainly use this book in my graduateclasses”
Leon Zurawicki. Professor of Marketing,University of Massachusetts

"Marketing has, for a long time, been an uneasy tussle between artand science: Decoded gives the discipline a very healthy andeminently accessible push in the direction of the latter. Allmarketers should read it
"—Philip Graves. Author of Consumer.ology

Customer Reviews