Decoded : the science behind why we buy / Phil Barden ; foreword by Rory Sutherland.

Format:

Book

Author/Creator:

Barden, Phil.

Language:

English

Subjects (All):

Consumer behavior.

Marketing--Psychological aspects.

Marketing.

Physical Description:

1 online resource (290 p.)

Edition:

1st edition

Other Title:

Science behind why we buy

Place of Publication:

Chichester, West Sussex : John Wiley & Sons Ltd., 2013.

Language Note:

English

System Details:

text file

Summary:

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.

Contents:

Cover; Title page; Copyright page; Contents; Foreword; Preface; 1: Decision Science; Let there be light!; Decision science and economics merge; A science-based framework for marketing; The (almost) unlimited capacity of the autopilot; What fires together wires together; Framing - the autopilot frames our experience; Why we underestimate the influence of the implicit level; Decoding the autopilot; 2: The Moment of Truth; The neuro-logic of a purchase decision; How to increase value; Price can increase perceived value; Language can increase perceived value; Reducing perceived cost

Money is not the only cost Value-cost relation is relative; Occasion-based marketing; 3: Decoding the Interface; The power of perception; The eye is not a camera; Recognition - what is it?; Recognition is also based on contextual cues; Concepts - what does it stand for?; New and consistent - squaring the circle?; Value-based attention: What we want is what we see; The 'pop-out' effect - attention is also triggered by contrast; Perceptual fluency adds value; Faces are of high value; Price sensor - the sixth sense; 4: Optimizing the Path to Purchase

Decision interfaces influence purchase decisions: a visit to the canteen Interfaces change behaviour without changing minds; Incremental innovations with huge impact; Principles of persuasive decision interfaces; Tangibility - no signal no action; Immediacy - I want it NOW!; Certainty - the bird in the hand; How it all works together; Heuristics work internationally; 5: Goals; Goal value - the driver of motivated behaviour; Goals drive attention; Implicit goal pursuit: goals can be activated and monitored on autopilot; Relevance - purchase as a means to an end; Brands serve consumer goals

We buy expected goal achievement The two levels of goal value; Decoding implicit goals; Maximizing relevance and differentiation: goal-based brand propositions; 6: From Positioning to Touchpoints; Closing the implementation gap; Why 'emotion' does not help; Goals guide implementation because they are linked to signals; People buy categories first; Guidance beyond formalism; degree - how to avoid goal dilution; Borrowed memory - the source of objectivity; Borrowed memories are culture specific; Baked in - signals determine credibility; The bottom-up approach to credible propositions

Embodied cognition - our body thinks as well Closing Remarks; Acknowledgements; Recommended Reading; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

9781119208341

1119208343

9781118345573

1118345576

9781118345580

1118345584

9781283960472

1283960478

9781118345597

1118345592

OCLC:

826854579