- 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 dimensions:||5.90(w) x 9.10(h) x 1.10(d)|
About the Author
Table of ContentsForeword 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
“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