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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
- Sales Rank: #156939 in Books
- Published on: 2013-03-04
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .91" w x 6.40" l, 1.05 pounds
- Binding: Hardcover
- 288 pages
Review
‘…he sets out to build the most comprehensive bridge yet between decision science and the day-to-day business of marketing….‘Decoded’ shows understanding behaviour is not the enemy of creativity but a springboard to it. Creatives more than anyone need to embrace it – not make it planning or research’s responsibility or assume a new video on YouTube renders the hardwiring of our brains irrelevant. Advertising will never be a science but it’s more science than most working in it realise’ (25th January 2013, http://mumbrella.com.au)
Review
“When Phil first introduced me to this new and important understanding it crystallised my fears that the long-standing approach to marketing needed to be fundamentally re-evaluated. In his book, he not only persuasively and cogently argues his case but also shows how we need to think in new ways to maximise our marketing efficiency and effectiveness”
—Sean Gogarty, Senior Vice President, Household Care, Unilever
“A perfect mixture of deep ideas from visual and decision neuroscience,
and clear pictures of why those ideas matter for marketing”
—Colin Camerer, Robert Kirby Professor of Behavioral Economics, Caltech
"A must read for marketing managers who wish to deepen their understanding of the vagaries of the consumer behavior. The difficult subject matter is presented in an accessible, logical and concise manner. I will certainly use this book in my graduate classes”
—Leon Zurawicki. Professor of Marketing, University of Massachusetts
"Marketing has, for a long time, been an uneasy tussle between art and science: Decoded gives the discipline a very healthy and eminently accessible push in the direction of the latter. All marketers should read it
"—Philip Graves. Author of Consumer.ology
From the Back Cover
“When Phil first introduced me to this new and important understanding it crystallised my fears that the long-standing approach to marketing needed to be fundamentally re-evaluated. In his book, he not only persuasively and cogently argues his case but also shows how we need to think in new ways to maximise our marketing efficiency and effectiveness”
—Sean Gogarty, Senior Vice President, Household Care, Unilever
“A perfect mixture of deep ideas from visual and decision neuroscience,
and clear pictures of why those ideas matter for marketing”
—Colin Camerer, Robert Kirby Professor of Behavioral Economics, Caltech
“Over the last 10 years, there have been many attempts by marketers and
their advisors to make sense of the explosion of learnings from cognitive neuroscience. But none is more useful than this: not only is the science explained clearly and precisely but the implications for marketers are made practical and understandable. Decoded is a must-read. Bravo!”
—Mark Earls, Author of Herd and I’ll Have What She’s Having
“At last a book that unlocks the mystery of brand equity written by a man who’s worked at the Marketing coal face for over 25 years. Decoded should be compulsory reading for all brand owners. We know, as one of Phil’s clients, that his approach is grounded in the reality of managing brands - and it works!”
—Chris Barrow, General Manager Marketing, BT pl c
“Phil has a way of marrying the art and the science which makes it cutting edge but practical, distinctive but simple; in short any commercial marketer cannot afford to miss this book – it will change the way you approach things forever”
—Lysa Hardy, CMO NBTY Europe
“With Decoded Barden gives the power of advertising empirical foundation.
A must for agency planners and creatives alike”
—Margaret Johnson, Group CEO , Leagas Delaney
“I found this book a real page-turner. Phil Barden has the rare knack of turning scientific experiments and marketing examples into a fascinating story of how human beings really work”
—Wendy Gordon, Founding Partner, Acacia Av enue
Decoded:
- reveals the latest science behind why consumers buy what they buy
- guides the reader pragmatically through the fascinating insights of decision science and the opportunities they provide for more effective marketing
- clearly demonstrates, through its case studies, the concrete applications of this new understanding to every day marketing
“This is a very good book that does three difficult things: it pulls together a lot of recent academic evidence on consumer behaviour from both neuroscience and behavioural economics; it consistently relates this evidence to practical marketing issues, illustrated with real-world examples; it is extremely readable. I recommend it to all marketers with more than an ounce of intellectual curiosity - and even to those with none, if they don’t want to get left behind by these developments”
—Patrick Barwise, Emeritus Professor at London Business School, Chairmanof Which? and co-author of Simply Better and Beyond the Familiar
“Our implicit motivations drive most of our decisions and actions every day. Phil Barden understands this, explains it, and clearly demonstrates how to use this new understanding to the benefit of more effective, action driven, marketing”
—Phil Chapman, Vice President Chocolate Category, Mondelez
“The first practical application of Kahneman’s Nobel Prize-winning work to everyday marketing - brilliant!”
—Paul Fishlock, Founder of ad agency Behaviour Change Partners
Most helpful customer reviews
9 of 10 people found the following review helpful.
Delicious!
By Mike
The content is probably not new to a marketing professional who keeps current for example Sheena Iyengar's book The Art of Choosing covers some of this material as does Blink: The Power of Thinking Without Thinking, Outliers: The Story of Success and Brains: How They Seem to Work (FT Press Science).
However this book brings together and presents this information with the focus on marketing and sales. The authors prose are easy to read and engaging and the examples are all drawn within the purchasing decisions context. The author center's his discussion around Daniel Kaanheman's Nobel Prize winning research framework on human decision making and how that is exploited. I really enjoyed this book and think marketing professionals and general readers will too.
After reading the book I wondered if the author's choice of cover, ratio of words to diagrams/illustrations/pictures and chapter lengths had influenced why I liked this book so much - so I dropped it a star just in case ...
12 of 15 people found the following review helpful.
Decoded
By Debra
Honestly the most impressive part of the book is how beautiful the physical book is. The layout is flawless, the pages are glossy and high quality, and the entire book is in full color with lots of illustrations.
The audience is more specific than I anticipated. It seems to be exclusively written to people working at huge firms selling tangible products that have large marketing budgets and no background in psychology. If you fit into that category, that's great and you will get quite a lot out of this book.
Unfortunately for me, I really don't fall into that category at all. My undergrad degree was in psychology and a lot of the principles and studies he talks about we covered repeatedly throughout college. At this point, they're unoriginal and cliche. That's fine if you're not familiar with them, but if you've ever taken an upper level psych course, there isn't a whole lot of new information here. The applications are sometimes interesting, but I do think he could have been a bit more original than how people perceive optical illusions, for example.
The other disappointment I had is that "buying" refers exclusively to tangible products in this book. In fact, it was so specific to products and brands (think Coke, deoderant, cars, Tropicana, etc.) that I had a hard time extrapolating much of anything to take away for my small service based business. It's great that when people are walking through a store they choose one product over another for whatever reason, but what about when they're looking for a service? How do people choose then? I think service based industry deserved at least a chapter, or a mention or something.
It's also really not geared toward small business. It assumes that as you're applying these principles you'll have a marketing team with a large budget.
The book had some interesting points and as I mentioned, if you're in a specific category of people by all means pick it up and read it. The writing is engaging and if you're not familiar with the material already it will be fascinating. Otherwise, I would look for something more specific to your situation. This is definitely not one for everybody.
1 of 1 people found the following review helpful.
What Marketers Need to Know about Decision Science
By Rebecca Haden
This book is written by a marketing expert for marketers. It takes information about decision making from recent studies in economics and neuropsychology and provides clear applications to everyday marketing decisions.
Here are just a few of the big points you'll learn in this book:
* Strong branding encourages shoppers to make decisions without logical decision-making.
* Most marketing communications need to deliver their core message in seconds (like -- 2 to 4 seconds).
* It's easier to change behaviors than beliefs, and changes in belief often follow changes in behavior.
The book offers a very readable main narrative. There is also a "Science box" in most chapters which lays out the basic research that supports the applications proposed in the chapter, with references. each chapter ends with a summary: "What we have learned in this chapter/ What this means to us as marketers."
There are lots of research reports. We learn, for example, that brain scans have found that seeing a product activates pleasure centers while seeing a price activates parts of the brain associated with pain. Asked whether or not they would buy the product they saw, subjects made yes/no decisions in line with the relative intensity of the pleasure involved in thinking of the product compared with the pain of paying the price -- that's how our brains decide whether an item is worth buying.
These research reports are aligned with case studies mostly involving consumer goods. For example, the pleasure/pain ratio described above is followed by an examination of brands of shower gel. One brand makes a satisfying click when opened and has a bottle that suggests greater power by using visual cues associated with cars and high performance. The consumer reaching for this brand is buying a powerful morning jump start -- which is worth more than mere soap, and therefore commands a higher price.
There are also "Suggestion" boxes recommending that we take immediate actions like checking our strategic papers to make sure that they take our customers' goals into account or thinking about items we've purchased based on the brand rather than the benefits or features of the item.
Through this combination of basic information about human information and emotion processing with practical marketing information, the book explores the path from initial awareness of a product to purchase of that product, considering issues like branding, packaging, and usability.
This is a book to be studied and used. It would be a great book for a study group or even a class. It's also a fascinating read for marketers and those interested in decision science.
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