Decoded: The Science Behind Why We Buy

Decoded: The Science Behind Why We Buy

by Phil Barden

Hardcover

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Product Details

ISBN-13: 9781118345603
Publisher: Wiley
Publication date: 02/18/2013
Pages: 288
Sales rank: 1,073,017
Product dimensions: 5.90(w) x 9.10(h) x 1.10(d)

About the Author

Phil Barden is a proven marketer with over 25years’ experience, including senior and international rolesat high profile companies such as Unilever, Diageo and T-Mobile.Fascinated by the insights from decision science and by the valuethese can bring to marketing, he has latterly  immersedhimself in this new field. He is now one of very few experts tocombine a practitioner’s perspective with a profoundknowledge of decision science, making him very much in demand amongclients and conference organisers alike. In this book he bridgesthe gap between the world of marketing and decision science, takingthe 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

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