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Decoded - the Science Behind Why We Buy


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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

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.


The book is rich in examples of how consumers react tobrands, what influences purchasing decisions and how marketers canprofit by aligning brands to subconscious preferences and behaviourpatterns. (Irish Times, February 2013) an accessible and practical introduction to theapplied marketing science of behavioural economics. Loss aversion,reframing, choice architecture: all these concepts and more arelucidly explained and illustrated with examples from experimentalpsychology and marketing best practice (MarketingWeek, March 2013) Barden clearly and precisely takes on a complexdiscipline a compelling look at a tricky subject. (FS Tech, March 2013) What distinguishes this book is that it not only runsthrough the various ways in which human behaviour differs from thattypically assumed by all finance directors (and many marketers),but it also comes packed with case studies and suggestions aboutwhat we should all do about it. This book is a must-read (Marketing Magazine, April 2013) Barden produces very persuasive arguments to support histhesis and draws on examples from well-known, iconic productsand campaigns He strikes an effective balance betweenexplaining the science and demonstrating how it can be applied toadvertising and marketing .easy to read theend-of-chapter summaries are helpful in distilling and emphasisingthe complex message (B2B Marketing,, May 2013) The book strength lies in the cogent and colourful mannerin which Barden sets out his case. (Admap, May2013) While at times this book is heavy on the science, it is avery rewarding read. A lot of the findings are common sense. Butoften we fail to apply common sense when we put our own objectivesahead of our customers objectives. Reading Decoded will helpyou make money . (, May 2013) Highly readable, on almost every page this book throwsout ideas that will improve the way you run your business. Itwill also help you to understand when the big manufacturers havegot their propositions correct for your customers. (Better Wholesaling, June 2013)

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