Decoded: The Science Behind Why We Buy

Phil Barden

Language: English

Pages: 288

ISBN: 1118345606

Format: PDF / Kindle (mobi) / ePub


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

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springboard for innovations. Take the example of the fromage frais brand Frubes (see Figure 2.9). Figure 2.9 Frubes’ success is based on high added value through a perfect fit to a specific occasion Fromage frais is perceived to be healthy and natural, in part due to its link to milk. On which occasions might these characteristics be relevant? One occasion where healthy food is an important consideration is a child’s lunch box. Mums want to ensure the best nutrition for their children and

we perceive this feature? The form is angled and rugged, hence less smooth than the standard round shape. Research shows that shape angularity influences perceptions of product potency. For instance, straight, angular forms are generally perceived as stronger and more masculine than rounded, curved forms, which are generally perceived as more gentle, soft or feminine. So, overall, compared with a round-shaped neck, the hexagon neck is more masculine and this form strengthens the perception of

in how we convey it, as long as the signals are intuitively linked to the desired mental concept. This allows more flexibility and freedom in execution but at the same time guarantees consistency on a conceptual level. The core driver of attention is the fit of peripheral signals with consumer goals. The higher the fit, the more we attract attention (‘pull’). - - - - - - - - - - 4 Optimizing the Path to Purchase The Decision Interface Makes the Difference We’ll take the next step in

off-putting extra behavioural cost and especially so if other students are waiting behind you as this situation induces time pressure. The outcome of students choosing the plain milk was a result of it being easier to reach, i.e. it had a lower behavioural cost. When it comes to buying cookies, the students have to pay the same price for the cookie whether they buy it separately or as part of a ‘meal deal’. However, from the point of view of perception, these two ways of paying are very

says the objective of the redesign was to ‘rejuvenate, reengineer, rethink, reparticipate in popular culture’ and to ‘emotionally connect with consumers’. This illustrates a key barrier to efficient implementation: our strategy papers, and especially our briefing documents, often consist of our (internal) objectives that we want to achieve instead of focusing on the consumer and their explicit and implicit goals. Another major barrier is that the objective of emotionally connecting with

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