Decoded

Decoded : The Science Behind Why We Buy

4.15 (480 ratings by Goodreads)
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Description

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
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Product details

  • Hardback | 288 pages
  • 157 x 236 x 22mm | 760g
  • New York, United States
  • English
  • 1. Auflage
  • Illustrations (some col.), charts
  • 1118345606
  • 9781118345603
  • 91,212

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Back cover copy

"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

"Over the last 10 years, there have been many attempts bymarketers and
their advisors to make sense of the explosion of learnings fromcognitive neuroscience. But none is more useful than this: not onlyis the science explained clearly and precisely but the implicationsfor marketers are made practical and understandable. Decoded is amust-read. Bravo!"
--Mark Earls, Author of Herd and I'll Have WhatShe's Having

"At last a book that unlocks the mystery of brand equitywritten by a man who's worked at the Marketing coal face forover 25 years. Decoded should be compulsory reading for all brandowners. We know, as one of Phil's clients, that his approachis grounded in the reality of managing brands - and itworks!"
--Chris Barrow, General Manager Marketing, BT pl c

"Phil has a way of marrying the art and the science whichmakes it cutting edge but practical, distinctive but simple; inshort any commercial marketer cannot afford to miss this book- it will change the way you approach thingsforever"
--Lysa Hardy, CMO NBTY Europe

"With Decoded Barden gives the power of advertisingempirical 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 therare knack of turning scientific experiments and marketing examplesinto a fascinating story of how human beings reallywork"
--Wendy Gordon, Founding Partner, Acacia Av enue

Decoded:

reveals the latest science behind why consumers buy what theybuyguides the reader pragmatically through the fascinatinginsights of decision science and the opportunities they provide formore effective marketingclearly demonstrates, through its case studies, the concreteapplications of this new understanding to every day marketing

"This is a very good book that does three difficultthings: it pulls together a lot of recent academic evidence onconsumer behaviour from both neuroscience and behaviouraleconomics; it consistently relates this evidence to practicalmarketing issues, illustrated with real-world examples; it isextremely readable. I recommend it to all marketers with more thanan ounce of intellectual curiosity - and even to those with none, if they don't want to get left behind by thesedevelopments"
--Patrick Barwise, Emeritus Professor at LondonBusiness School, Chairmanof Which? and co-author of Simply Betterand Beyond the Familiar

"Our implicit motivations drive most of ourdecisions and actions every day. Phil Barden understands this, explains it, and clearly demonstrates how to use this newunderstanding to the benefit of more effective, action driven, marketing"
--Phil Chapman, Vice President Chocolate Category, Mondelez

"The first practical application of Kahneman's NobelPrize-winning work to everyday marketing - brilliant!"
--Paul Fishlock, Founder of ad agency Behaviour ChangePartners
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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
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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)
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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)
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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.
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Rating details

480 ratings
4.15 out of 5 stars
5 42% (200)
4 38% (182)
3 15% (71)
2 5% (25)
1 0% (2)
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