Decoded: The Science Behind Why We Buy
£13.60£17.10 (-20%)
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 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 book 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. This updated edition of Decoded 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.
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Additional information
| Publisher | 2nd edition (29 Sept. 2022), Wiley |
|---|---|
| Language | English |
| Paperback | 336 pages |
| ISBN-10 | 1119673089 |
| ISBN-13 | 978-1119673088 |
| Dimensions | 15.24 x 2.03 x 22.35 cm |
by Richard
This is fascinating! As someone who had a small online shop selling handmade items, I could never understand why some things absolutely flew, and others, generally the ones that I thought would be successful, sank without a trace. It was a complete mystery to me, and so frustrating, especially as my competition appeared to be doing well with items that were… how do I put this… rubbish! This book goes a fair way to showing me what I didn’t understand at the time, and teaching me how to put it right.
The book is a paperback, easy to hold and the print is a reasonable size. The print does go right to the edges of the page, so you really do have to open the book out to read the bits close to the spine. The graphics are good; clear and easy to understand, as is the writing style. It is well-broken down into chapters, and you can either read it cover to cover (recommended) or dip in and out of the relevant sections: I plan to do both, as the basic understanding is an essential for me. It is amazing how much is obvious, once it’s pointed out, and there were many ‘oh, yeah…’ moments, as I recognised ideas and strategies used by both small and large businesses. I would go as far as to say that this is a must-have for anyone who is trying to make sales or run a business.
At the time of writing this review, the cost is £13.29, which feels expensive, but is worth every penny. Happy to recommend.
by Arino13
Decoded contains plenty of important learnings from the worlds of neuroscience and behavioural science, both new and the more familiar. A key difference here is that Barden demonstrates how these insights have been, and can be, best applied in a practical sense by detailing marketing case studies from the UK and from around the world.
A fascinating read, and a book that I will be recommending to my colleagues and clients.
by Luca Nicoletti
This book is really well written and I am finding it very interesting. Its been done in a way that even someone with absolutly no idea understands.
by Pebbles
This book is quite an interesting read. It’s all about the psychology behind why we buy things. I wouldn’t say it’s easy to read. As someone not from a background in psychology or marketing the concepts were well explained but the writing style made it hard to read for long periods of time. It got to a point where I felt like I was battling through the read rather than enjoying it but the content and material are worth it.
by Pebbles
Ordered this book for my daughter, she’s finding it very interesting, and helpful, quality book and well made, happy with it.
by Fiifi
A great resource to understand human behaviours better. This book helped me a lot understand what drives most of our instinct purchases, the urgent feeling of buying something new, to obtain it, to own it, to feel the power provided by the ownership of (that) product(s).
It’s absurd what and how marketing campaigns can lead us to do (and buy).
by Simone
This is a very well written book that would greatly benefit any marketers, business owners and brand owners around consumer behaviour and how they may decisions to buy.
The book reads well and it really hones in on the cognitive neuroscience and behaviour economics and really helps you appreciate what can be quite a difficult subject matter. It uses visual illustrations well and even though it is explaining the Science it is very accessible and easy to read and does not come across as a dull, academic book.
I also think this can be a useful book to appreciate how you make buying decisions which in itself is very insightful and gives an appreciation of how human beings work.
From a marketing perspective it will help provide a practical approach on how you can maximise this understanding. Highly recommended.
by Luca Nicoletti
I work with clients who have online shops and this book has really been insightful. For me it has given me a new base of knowledge but also confirmed some knowledge I already had by explaining more about it, which has helped me to understand that knowledge better.
The book looks at human perception of brands, visuals and general marketing. It explains the things that can help a user decide to buy or even notice that important call to action better. If I had to pick a section for me it was the information around eye tracking and what people notice on a piece of material and also what they might notice while out and about.
I think the book is a great companion to anyone selling or use marketing, even if you know a lot about it the book helps to confirm that and offer new insights that you may not already have. I think where this book also triumphs is the visual explanations, it is not just text but has examples and images scattered throughout to demonstrate.
The book is straight forward and concepts are explained well, the text is not too cluttered or confusing and everything is laid out into neat chapters. I think it is a good book to pick up and put down again, for me it was reading a little, understanding the concepts and how I might be able to use them, giving time to digest the information before continuing.
I really enjoyed going through the ideas and concepts in the book and im sure I can use some of these in my work but also it’s given me a better understanding of concepts I currently use and how I can apply them differently. A very good book for anyone who works in a marketing fields, whether setting out or with more experience.