Decoded

Decoded

The Science Behind Why We Buy

eBook - 2013
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In this groundbreaking book Phil Barden reveals what decisionscience explains about people's purchase behaviour, andspecifically demonstrates its value to marketing.

He shares the latest research on the motivations behindconsumers' choices and what happens in the human brain asbuyers make their decisions. He deciphers the 'secretcodes' of products, services and brands to explain why peoplebuy them. And finally he shows how to apply this knowledge in dayto day marketing to great effect by dramatically improving keyfactors such as relevance, differentiation and credibility.

Shows how the latest insights from the fields of BehaviouralEconomics, psychology and neuro-economics explain why we buy whatwe buy Offers a pragmatic framework and guidelines for day-to-daymarketing practice on how to employ this knowledge for moreeffective brand management - from strategy to implementation andNPD. The first book to apply Daniel Kahneman's NobelPrize-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 roleor interest focuses on the 'why' behind consumerbehaviour. Foreword by Rory Sutherland, Executive Creative Director andVice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy GroupUK Full colour throughout
Publisher: Chichester, West Sussex : John Wiley & Sons Ltd., 2013.
ISBN: 9781118345580
9781118345603
Characteristics: 1 online resource (xviii, 270 pages) : illustrations (some color)
Additional Contributors: ebrary, Inc

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Dale A Youngman
Jul 11, 2016

Solid content on how we make decisions written primarily for marketers. The main premise is that we have two systems at work in every decision -- an implicit and an explicit. When these are in alignment value is highest for the consumer.

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