Decoded: The Science Behind Why We Buy
- Downloads：5661
- Type：Epub+TxT+PDF+Mobi
- Create Date：2022-10-19 06:52:53
- Update Date：2025-09-07
- Status：finish
- Author：Phil Barden
- ISBN：1119673089
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization。
If you understand why people buy， you are already one step ahead in reaching out to them effectively with your products and services。 Decoded: The Science Behind Why We Buy， 2nd Edition offers a groundbreaking exploration into the science of purchasing。 The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours。
Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day。 As a marketing professional， you can look to this second edition for behavioural knowledge， timely case studies， and an understanding of methodologies。 You'll gain advice on how to employ knowledge about behaviours for more effective brand management， from strategy to implementation to new product development。
You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions。 Learn more about what happens in the human brain as buyers make their choices。 The revised edition provides new material that marketers can apply to informed， successful practices。
- Gain an understanding of the Jobs to Be Done （JTBD） approach。
- Take a closer look at the Ferrero neuroscience study that supports JTBD。
- See updated and relevant case studies of JTBD at work。
- Discover how to engage customers through digital touchpoints。
If you're a marketing practitioner， an understanding of decision science will enhance your day-to-day work。 Decoded helps you see how science and marketing come together。 Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies， implement marketing plans and meet customer needs through innovation。
If you understand why people buy， you are already one step ahead in reaching out to them effectively with your products and services。 Decoded: The Science Behind Why We Buy， 2nd Edition offers a groundbreaking exploration into the science of purchasing。 The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours。
Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day。 As a marketing professional， you can look to this second edition for behavioural knowledge， timely case studies， and an understanding of methodologies。 You'll gain advice on how to employ knowledge about behaviours for more effective brand management， from strategy to implementation to new product development。
You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions。 Learn more about what happens in the human brain as buyers make their choices。 The revised edition provides new material that marketers can apply to informed， successful practices。
- Gain an understanding of the Jobs to Be Done （JTBD） approach。
- Take a closer look at the Ferrero neuroscience study that supports JTBD。
- See updated and relevant case studies of JTBD at work。
- Discover how to engage customers through digital touchpoints。
If you're a marketing practitioner， an understanding of decision science will enhance your day-to-day work。 Decoded helps you see how science and marketing come together。 Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies， implement marketing plans and meet customer needs through innovation。
Reviews
Aroma Nitto
，
Ожидала практических фишек для увеличения продаж。 Оказалось， что это - больше результаты научных исследований。 Так что книга будет， скорее， интересна маркетологам， нежели неискушенным обывателям рынка
هشام القاسم
，
رغم اعتقادي بأنَّ هناك طرق أفضل للطرح، إلا أنَّ الكتاب به أفكار جديدة ويطرح منظورًا جديدًا للتسويق، ودسم بالأمثلة التفهيميَّة。
Bader Al-Abri
，
كتاب رائع جدا في تبسيط وشرح المفاهيم السلوكية وعلاقتها بالتسويق。 قد يكون من أفضل الكتب في هذا المجال من حيث التلخيص وإعطاء صورة واضحة وسريعة
John
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Like my wife， this wasn't always easy to read but I loved it anyway。 I'll never look at deoderant the same way again Like my wife， this wasn't always easy to read but I loved it anyway。 I'll never look at deoderant the same way again 。。。more
Matej yangwao
，
This review has been hidden because it contains spoilers。 To view it， click here。 ≥The principle of success in innovations is complicated to explain。≥Neuroeconomist Peter Kenning conducted a study that showed people make purchases through intuitive decision-making≥Psychologist Daniel Kahneman， one of the founders of behavioral economics and Nobel Prize recipient， believes two systems govern our behavior and choice。 One is responsible for perception and intuition and processes information based on associations; the other is accountable for our reflections。≥The intuition system ≥The principle of success in innovations is complicated to explain。≥Neuroeconomist Peter Kenning conducted a study that showed people make purchases through intuitive decision-making≥Psychologist Daniel Kahneman， one of the founders of behavioral economics and Nobel Prize recipient， believes two systems govern our behavior and choice。 One is responsible for perception and intuition and processes information based on associations; the other is accountable for our reflections。≥The intuition system is the autopilot， and the thinking system is the pilot。≥why our love for brands is sometimes more important than product quality， what visual signals attract attention and how framing affects perception。≥Our first brand image is formed within one second。≥Customers spend an enormous amount of time in stores and choose what they feel is “good” with their inner feelings。≥Our choice is also influenced by the environment。≥It means that the framing effect is significant。≥The framing that shapes the brand can encourage us to choose it over and over again。≥We pay with a smile on our faces when we buy something valuable≥The framing of the brand creates a particular expectation and perception of the product。 If the buyer treats the brand positively， the product will also cause pleasant feelings。≥Our perception， and hence our product experience， is created mainly by implicit processes in the autopilot。≥When we see a product， neurons are activated in the part of the brain responsible for our desire to possess something。 But when a price is added to the product， the central lobe， which is responsible for pain， turns on。 The brain correlates the price with the discomfort。 If the level of pleasure exceeds the level of pain， the person tends to make a purchase。 This difference is called net value。 It is essential to stimulate the pleasure center more so that the price seems reasonable to the buyer。≥The level of pleasure from purchasing a product should exceed the level of unpleasant feelings from spending money。≥People consider this water unique because it is served in prestigious places。 Price also influences the perception of value。≥If you want your ad to focus on the benefits of the purchase， use these words: discover， get， more， help。 If you're going to prevent your clients from suffering losses， use the following terms: no risk， avoid， without， free。≥You can change the perception of price in another way: make it beneficial。 A value-based language influences the real experience。 For example， instead of “25% fat，” use “75% meat without fat”。 Also， using promotional signals like red numbers or an asterisk spark on the price tag prompts the buyer to think “discount。” Comparing a product to others with higher prices and placing signs for sales and price reductions are two more advantageous mechanisms used to attract buyers。 。。。more
Christian Oltra
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Una muy buena introducción a la esencia del comportamiento del consumidor。
Mehul
，
An extremely thorough look at the latest evidence on behavioural psychology as it applies to why consumers buy what they buy。 The depth of the analysis almost seems wasted by applying it to furthering the cause of more effective advertising。
Winda
，
This book made me realise that all the marketing campaigns our company have done so far， were so raw and uninformed。 They were child's play in the face of behavioural economics。 We have been confusing liking with wanting， blind to the implicit goals， underestimating our autopilot system， and often lose sight of our goals in marketing or product development alike。More often than not， successful marketing is achieved intuitively， but not everyone has that intuition。 Without unraveling some part of This book made me realise that all the marketing campaigns our company have done so far， were so raw and uninformed。 They were child's play in the face of behavioural economics。 We have been confusing liking with wanting， blind to the implicit goals， underestimating our autopilot system， and often lose sight of our goals in marketing or product development alike。More often than not， successful marketing is achieved intuitively， but not everyone has that intuition。 Without unraveling some part of that intuition， we cannot easily justify it， or communicate it to relevant stakeholders。 So marketing planning and collaboration become unnecessarily lengthy and messy。 Rationalising intuition also helps with better replication of successful campaigns。 It gives us better sense of direction and common goal。"Decoded" opens a new world to all of us looking to learn "credible intuition" in marketing， and this book was published in 2013！ I wonder how much research in behavioural economics have progressed since！I can't help but quote the famous psychiatrist （Carl Jung）， "Until you make the unconscious conscious it will direct your life and you will call it fate。” 。。。more
Anna Malivska
，
Корисний гайд у світ маркетингу。 Книга буде цікава всім - і людям， які стикаються з маркетингом у роботі， і простим користувачам， які хочуть зрозуміти， як працює сучасна реклама。 Читати книгу легко і цікаво， автор приводить багато наглядних прикладів з історіями і ілюстраціями。
Verena Hagenbusch
，
Highly interesting book， which offers a science-based approach to marketing。 It can bebauen to clarify positionings and built strategies but also to defend necessities against non-believers。 Use it as an evidence-based framework and as base for decision making。
Drimaro
，
Слишком очевидные и простые вещи。
Volodymyr Saldan
，
Простим і зрозумілою мовою описано офлайн маркетинг， а особливо процес формування в покупців потреби купівлі
Stephanie
，
Decent but not a must read in this area。 Better books to read here。 Would prefer the references included as one reads， to get further info。Some of the examples are irrelevant or harmful。 For example， adding an example of men preferring a certain shape of woman ？ How is this relevant to marketing ？ That is early on in the book， and certainly put me off the author。 Concluding pages for each chapter are helpful。
Thao Tien
，
Amazing。 I love this book
Katie
，
Nice little discovery in the little free library across from a fraternity house in town。 Thanks， guys， hope you did well in your marketing class！
Jarmaine Alcantara
，
Di ko tinapos。。 1/4 into the book and still got nothing new。 Legit overview lang siya ng behavioral science and marketing combined。 If you've read the classic behavioral economics books， no need to read this one。 Para siyang summary of those books。 I didnt read it all， pero how can I if I feel like wasting time rereading something i already read before？ Yun lang。 Very sad kasi feel ko ubos na significant findings related to BE and all i can do is execute it the best way i know how。 siguro if i w Di ko tinapos。。 1/4 into the book and still got nothing new。 Legit overview lang siya ng behavioral science and marketing combined。 If you've read the classic behavioral economics books， no need to read this one。 Para siyang summary of those books。 I didnt read it all， pero how can I if I feel like wasting time rereading something i already read before？ Yun lang。 Very sad kasi feel ko ubos na significant findings related to BE and all i can do is execute it the best way i know how。 siguro if i were to recommend this， i'll be recommending it to someone who can only read 1 book about marketing with use of psychology。 Yun lamang 。。。more
Shubham Bansal
，
Why people pay $5 for a water bottle？This is by far one of the best marketing books which deal with consumer's subconscious behaviour。 This book builds upon the theory given by Late Prof。 Clayton M。 Christensen in his book Competing Against Luck， in a more statistical way。 Prof。 Clayton provides a theoretical framework based on these decades of experience。 This book supports that theory by citing studies conducted in the field of neuroscience， psychology using advance technologies like fMRI。 Thi Why people pay $5 for a water bottle？This is by far one of the best marketing books which deal with consumer's subconscious behaviour。 This book builds upon the theory given by Late Prof。 Clayton M。 Christensen in his book Competing Against Luck， in a more statistical way。 Prof。 Clayton provides a theoretical framework based on these decades of experience。 This book supports that theory by citing studies conducted in the field of neuroscience， psychology using advance technologies like fMRI。 This book， although written from the perspective of marketing， is valuable when it comes innovating product and services。 It provides deep insights into why people buy what they buy， but it can be easily extended product innovation by understanding 'what they will buy based on why they will buy'。 To anyone who is into marketing， product innovation， entrepreneurship or simply customer understanding must read this book。 。。。more
Rich B
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An interesting read for anyone interested in the intersection between marketing and psychology。 It's （mostly） easy to follow with lots of examples and clear points。 A few times it did veer into the territory of being a bit too pleased with itself and become a bit lecture-like （like an advertising agency planner showing off how clever he was） and most of the case study examples did come from a fairly narrow field （FMCG， durables， cars） so maybe not great for every category。But overall， it made se An interesting read for anyone interested in the intersection between marketing and psychology。 It's （mostly） easy to follow with lots of examples and clear points。 A few times it did veer into the territory of being a bit too pleased with itself and become a bit lecture-like （like an advertising agency planner showing off how clever he was） and most of the case study examples did come from a fairly narrow field （FMCG， durables， cars） so maybe not great for every category。But overall， it made sense and definitely has some learnings you could take away and use in marketing。 。。。more
Alia
，
Фух！ Дочитала。 Есть несколько любопытных инструментов， которые попробую применить на практике， например， карта целей。 Посмотрим， как это будет работать。
Mohamed shahin
，
فك الشفرة مدهش， هو فعليا بيفك معاك شفرة تسويقية وبيخرجك بتفكير مختلف وتحليل مختلف للإعلانات اللي حواليك وهتحس بده ولاقيت مفاجآت كتيرة جدا في الكتاب ونماذج مهمة لكن الكتاب فيه بعض الفقرات المملة جدا الكتاب كان هيكون عظيم من غيرها。
Pawel Loedl
，
Absolutely essential for all in marketing。 Engaging， interesting and useful。
Людмила
，
It`s ok for beginners in management field。 I`ve already read the main ideas and thoughts of the author。 That`s why I don`t enjoy this book。 Oh， and russian edition has an awful typesetting。 Maybe it`s a cause of my dislike too。 It`s ok for beginners in management field。 I`ve already read the main ideas and thoughts of the author。 That`s why I don`t enjoy this book。 Oh， and russian edition has an awful typesetting。 Maybe it`s a cause of my dislike too。 。。。more
Valeriy Savarin
，
"Що керує вибором клієнта під час купівлі？" - якщо це питання вам цікаве， ця книга підкаже способи впливу на це рішення。 "Що керує вибором клієнта під час купівлі？" - якщо це питання вам цікаве， ця книга підкаже способи впливу на це рішення。 。。。more
Alessandro Perilli
，
A really good book if you are into cognitive psychology and are ready to see marketing in a completely different way。 Not every part of the book is equally convincing。 Especially towards the end， certain conclusions would require a lot more evidence to be believed。 That said， the book remains a great starting point to explore neuromarketing。Be sure to have read "Thinking， Fast and Slow" before starting Decoded。 A really good book if you are into cognitive psychology and are ready to see marketing in a completely different way。 Not every part of the book is equally convincing。 Especially towards the end， certain conclusions would require a lot more evidence to be believed。 That said， the book remains a great starting point to explore neuromarketing。Be sure to have read "Thinking， Fast and Slow" before starting Decoded。 。。。more
Chris Perry
，
The book does a really good job at tying modern psychological concepts to branding and marketing。 I unfortunately felt it fell short and only focused on consumer items in a grocery store。
Sergey Gvozdovsky
，
Одна из лучших книг по маркетингу。 Много практических вещей и кейсов， многое применил。 Правда некоторые вещи уже устаревают， не новая книга） Если кто-то знает подобные книги новые， буду очень благодарен）
Andrii Strilchuk
，
Чистая ценность покупки = удовольствие - страданиеПродукт - это инструмент для выполнения задачи。Мотивирующая сила кроется в соответствии продукта нашим целям。
Vinayak Malik
，
An interesting read。 Let me sum it for you : Context is everything。 For more details on exact terms Read on
Vadym
，
Perfect book for marketers， salesman， entrepreneurs， show how to dominate stadium out and sell more。 I highly recommend
Vahagn Keshishyan
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