Decoded : the science behind why we buy / Phil Barden and Rory Sutherland.

Format:

Book

Author/Creator:

Barden, Phil, 1959- author.

Sutherland, Rory, 1965- author.

Language:

English

Subjects (All):

Consumer behavior.

Marketing--Psychological aspects.

Marketing.

Physical Description:

1 online resource (xxiii, 309 pages) : illustrations (some color)

Edition:

2nd edition

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., [2022]

Summary:

"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behavior, 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. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers the secret codes' of products, services and brands to explain why people buy them. 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. In this timely revised edition, new material will include: Introduction of the Jobs to be done (JTTD) approach Ferrero neuroscience study to support JTBD Updated and relevant case studies of JTTD in practice Emotion vs motivation Digital as a touchpoint Decoded 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"-- Provided by publisher.

Contents:

Decision science: understanding the why of consumer behavior

The moment of truth: decoding purchase decisions

Decoding the interface: how autopilot perceives touchpoints

Optimizing the path to purchase: the decision interface makes the difference

Goals: the driving forces of purchase decisions

From positioning to touchpoints: bringing value to life

Case studies.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781119673149

1119673143

9781119673101

1119673100

OCLC:

1327605123