Decoded: The Science Behind Why We Buy by Phil Barden (Book Review)
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A groundbreaking look at how people buy things and how important that is to better marketing practices that will help your business.
If you know why people buy, you are already one step closer to getting your goods and services in front of them. Decoded: The Science Behind Why We Buy is a new look at how science can help us understand why we buy things. The book shows why decision science has been so helpful to the marketing field by helping to explain how people make purchases.
Decoded gives you a structure and instructions for how to use science in your everyday marketing practices. As a worker in marketing, you can use this book to learn about human behavior, look at current case studies, and understand how things work. You'll learn how to use what you know about how people act to improve brand management, from planning to implementation to making new products.
You'll also learn something useful about the latest study on what drives people to buy and why. Find out more about what happens in the brain when people make decisions. This improved version of Decoded has new information that marketers can use to make their work smarter and more successful.
Learn more about the Jobs to Be Done (JTBD) method.
Look more closely at the Ferrero study that backs up JTBD.
See updated and useful examples of how JTBD is being used.
Find out how to connect with people using digital touchpoints.
If you work in marketing, knowing about decision science will help you do your job better every day. Decoded shows how science and business go hand in hand. Educate yourself in the science of why people buy, and you'll have a better idea of how to create strategies, put marketing plans into action, and meet client needs through innovation.
Introduction
In this chapter, Barden shows what neuromarketing is and how it can be used to understand how people act as customers. He gives a summary of the book and talks about how it can help marketers make better marketing plans.
The Science of Neuromarketing, Part 1
In this part, Barden talks about the science of neuromarketing and how it can be used to figure out how people act. He talks about how the brain makes decisions and gives an overview of the different types of neuromarketing studies that can be used to figure out how people act.
Chapter 2: How emotions work
In this chapter, Barden talks about how important feelings are to how people make decisions and gives an overview of the different kinds of emotions that can affect how people act. He talks about how feelings can be used to make marketing messages and product designs more effective.
Chapter 3: The Unconscious Mind's Role
In this chapter, Barden talks about the role of the unconscious mind in consumer decision-making and gives an outline of the different kinds of unconscious processes that can affect consumer behavior. He talks about how marketers can use this information to make their marketing messages and product designs more effective.
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