Title
Decoded: The Science Behind Why We Buy,New
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In this groundbreaking book Phil Barden reveals what decision science explains about peoples 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 neuroeconomics explain why we buy what we buy Offers a pragmatic framework and guidelines for daytoday 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 Kahnemans Nobel Prizewinning work to marketing and advertising Packed with case studies, this is a mustread 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 ViceChairman, OgilvyOne London and ViceChairman,Ogilvy Group UK Full colour throughout
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the page count of this book? A: This book has two hundred seventy pages. It provides extensive insights into consumer behavior and decision-making.
- Q: What are the dimensions of the book? A: The book measures seven point zero one inches in length, zero point seven five inches in width, and nine point seven six inches in height.
- Q: What type of binding does this book have? A: This book is hardcover. The durable binding adds to its longevity and makes it suitable for repeated use.
- Q: Who is the author of this book? A: The author is Phil Barden. He is known for his expertise in marketing and consumer behavior.
- Q: What is the primary category of this book? A: The primary category is Consumer Behavior. It focuses on the science behind purchasing decisions.
- Q: How should I apply the knowledge from this book? A: You can apply the knowledge by using the frameworks and guidelines provided for day-to-day marketing practices.
- Q: Is this book suitable for beginners in marketing? A: Yes, this book is suitable for beginners. It provides foundational insights into consumer behavior that are beneficial for all levels.
- Q: What are the key themes explored in this book? A: Key themes include decision science, consumer motivations, and the application of behavioral economics in marketing.
- Q: Can this book help improve brand management? A: Yes, the book offers insights that can dramatically improve brand management through enhanced relevance and differentiation.
- Q: Is there a foreword in this book? A: Yes, there is a foreword by Rory Sutherland. He is the Executive Creative Director at OgilvyOne London.
- Q: What type of professionals would benefit from this book? A: Professionals such as marketers, advertising experts, and web designers would benefit from the insights in this book.
- Q: Does this book include case studies? A: Yes, the book is packed with case studies. They illustrate the concepts discussed and provide real-world applications.
- Q: What scientific fields does this book draw insights from? A: The book draws insights from Behavioral Economics, psychology, and neuro-economics.
- Q: Is this book a good resource for R&D managers? A: Yes, it is a valuable resource for R&D managers. It helps in understanding consumer behavior for product development.
- Q: Are there any prerequisites to understand this book? A: No, there are no prerequisites. The book is designed to be accessible to anyone interested in consumer behavior.