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Decoded: The Science Behind Why We Buy

Phil P. Barden

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01 February 2013
Economics & Business; Market research
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
By:   Phil P. Barden
Imprint:   Wiley
Country of Publication:   United States
Dimensions:   Height: 236mm,  Width: 157mm,  Spine: 22mm
Weight:   754g
ISBN:   9781118345603
ISBN 10:   1118345606
Pages:   280
Publication Date:   01 February 2013
Audience:   Professional and scholarly ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active

Reviews for Decoded: The Science Behind Why We Buy

??he sets out to build the most comprehensive bridge yet between decision science and the day-to-day business of marketing?.?Decoded? shows understanding behaviour is not the enemy of creativity but a springboard to it. Creatives more than anyone need to embrace it ? not make it planning or research?s responsibility or assume a new video on YouTube renders the hardwiring of our brains irrelevant. Advertising will never be a science but it?s more science than most working in it realise? (25th January 2013, ?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 A must read for marketing managers who wish to deepen their understanding of the vagaries of the consumer behavior. The difficult subject matter is presented in an accessible, logical and concise manner. I will certainly use this book in my graduate classes? ?Leon Zurawicki. Professor of Marketing, University of Massachusetts Marketing has, for a long time, been an uneasy tussle between art and science: Decoded gives the discipline a very healthy and eminently accessible push in the direction of the latter. All marketers should read it ?Philip Graves. Author of Consumer.ology

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