Decoded

The Science Behind Why We Buy
1. Auflage 2013
ISBN: 978-1-118-34560-3
Verlag: Wiley

Buch, Englisch, 288 Seiten, Format (B × H): 158 mm x 234 mm, Gewicht: 746 g

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

Autoren/Hrsg.

Barden, Phil

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Phil Barden is a proven marketer with over 25 years' experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly immersed himself in this new field. He is now one of very few experts to combine a practitioner's perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.