Decoded - the Science Behind Why We Buy
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Decoded - the Science Behind Why We Buy

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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 throughoutshow more

Product details

  • Hardback | 288 pages
  • 150 x 232 x 26mm | 759.99g
  • John Wiley & Sons Inc
  • New York, United States
  • English
  • 1. Auflage
  • Illustrations (some col.), charts
  • 1118345606
  • 9781118345603
  • 71,045

Back cover copy

"When Phil first introduced me to this new and important understanding it crystallised my fears that the long-standing approach to marketing needed to be fundamentally re-evaluated. In his book, he not only persuasively and cogently argues his case but also shows how we need to think in new ways to maximise our marketing efficiency and effectiveness" --Sean Gogarty, Senior Vice President, Household Care, Unilever "A perfect mixture of deep ideas from visual and decision neuroscience, and clear pictures of why those ideas matter for marketing" --Colin Camerer, Robert Kirby Professor of Behavioral Economics, Caltech "Over the last 10 years, there have been many attempts by marketers and their advisors to make sense of the explosion of learnings from cognitive neuroscience. But none is more useful than this: not only is the science explained clearly and precisely but the implications for marketers are made practical and understandable. Decoded is a must-read. Bravo!" --Mark Earls, Author of Herd and I'll Have What She's Having "At last a book that unlocks the mystery of brand equity written by a man who's worked at the Marketing coal face for over 25 years. Decoded should be compulsory reading for all brand owners. We know, as one of Phil's clients, that his approach is grounded in the reality of managing brands - and it works!" --Chris Barrow, General Manager Marketing, BT pl c "Phil has a way of marrying the art and the science which makes it cutting edge but practical, distinctive but simple; in short any commercial marketer cannot afford to miss this book - it will change the way you approach things forever" --Lysa Hardy, CMO NBTY Europe "With Decoded Barden gives the power of advertising empirical foundation. A must for agency planners and creatives alike" --Margaret Johnson, Group CEO, Leagas Delaney "I found this book a real page-turner. Phil Barden has the rare knack of turning scientific experiments and marketing examples into a fascinating story of how human beings really work" --Wendy Gordon, Founding Partner, Acacia Av enue Decoded: reveals the latest science behind why consumers buy what they buy guides the reader pragmatically through the fascinating insights of decision science and the opportunities they provide for more effective marketing clearly demonstrates, through its case studies, the concrete applications of this new understanding to every day marketing "This is a very good book that does three difficult things: it pulls together a lot of recent academic evidence on consumer behaviour from both neuroscience and behavioural economics; it consistently relates this evidence to practical marketing issues, illustrated with real-world examples; it is extremely readable. I recommend it to all marketers with more than an ounce of intellectual curiosity - and even to those with none, if they don't want to get left behind by these developments" --Patrick Barwise, Emeritus Professor at London Business School, Chairmanof Which? and co-author of Simply Better and Beyond the Familiar "Our implicit motivations drive most of our decisions and actions every day. Phil Barden understands this, explains it, and clearly demonstrates how to use this new understanding to the benefit of more effective, action driven, marketing" --Phil Chapman, Vice President Chocolate Category, Mondelez "The first practical application of Kahneman's Nobel Prize-winning work to everyday marketing - brilliant!" --Paul Fishlock, Founder of ad agency Behaviour Change Partnersshow more

Review quote

The book is rich in examples of how consumers react to brands, what influences purchasing decisions and how marketers can profit by aligning brands to subconscious preferences and behaviour patterns. (Irish Times, February 2013) an accessible and practical introduction to the applied marketing science of behavioural economics. Loss aversion, reframing, choice architecture: all these concepts and more are lucidly explained and illustrated with examples from experimental psychology and marketing best practice (Marketing Week, March 2013) Barden clearly and precisely takes on a complex discipline a compelling look at a tricky subject. (FS Tech, March 2013) What distinguishes this book is that it not only runs through the various ways in which human behaviour differs from that typically assumed by all finance directors (and many marketers), but it also comes packed with case studies and suggestions about what we should all do about it. This book is a must-read (Marketing Magazine, April 2013) Barden produces very persuasive arguments to support his thesis and draws on examples from well-known, iconic products and campaigns He strikes an effective balance between explaining the science and demonstrating how it can be applied to advertising and marketing .easy to read the end-of-chapter summaries are helpful in distilling and emphasising the complex message (B2B Marketing,, May 2013) The book strength lies in the cogent and colourful manner in which Barden sets out his case. (Admap, May 2013) While at times this book is heavy on the science, it is a very rewarding read. A lot of the findings are common sense. But often we fail to apply common sense when we put our own objectives ahead of our customers objectives. Reading Decoded will help you make money . (Betterretailing.com, May 2013) Highly readable, on almost every page this book throws out ideas that will improve the way you run your business. It will also help you to understand when the big manufacturers have got their propositions correct for your customers. (Better Wholesaling, June 2013)show more

About Phil Barden

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.show more

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 269show more

Review Text

'The book is rich in examples of how consumers react to brands, what influences purchasing decisions and how marketers can profit by aligning brands to subconscious preferences and behaviour patterns.' (Irish Times, February 2013) '...an accessible and practical introduction to the applied marketing science of behavioural economics. Loss aversion, reframing, choice architecture: all these concepts and more are lucidly explained and illustrated with examples from experimental psychology and marketing best practice...' (Marketing Week, March 2013) 'Barden clearly and precisely takes on a complex discipline...a compelling look at a tricky subject.' (FS Tech, March 2013) 'What distinguishes this book is that it not only runs through the various ways in which human behaviour differs from that typically assumed by all finance directors (and many marketers), but it also comes packed with case studies and suggestions about what we should all do about it. This book is a must-read' (Marketing Magazine, April 2013) 'Barden produces very persuasive arguments to support his thesis and draws on examples from well-known, iconic products and campaigns...He strikes an effective balance between explaining the science and demonstrating how it can be applied to advertising and marketing....easy to read ...the end-of-chapter summaries are helpful in distilling and emphasising the complex message' (B2B Marketing,, May 2013) 'The book strength lies in the cogent and colourful manner in which Barden sets out his case.' (Admap, May 2013) 'While at times this book is heavy on the science, it is a very rewarding read. A lot of the findings are common sense. But often we fail to apply common sense when we put our own objectives ahead of our customers' objectives. Reading Decoded will help you make money'. (Betterretailing.com, May 2013) 'Highly readable, on almost every page this book throws out ideas that will improve the way you run your business. It will also help you to understand when the big manufacturers have got their propositions correct for your customers.' (Better Wholesaling, June 2013)show more

Rating details

350 ratings
4.13 out of 5 stars
5 41% (144)
4 37% (129)
3 16% (57)
2 5% (19)
1 0% (1)
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