Summary of Decoded
The Science Behind Why We Buy
A new bridge now connects discoveries in behavioral science and marketing strategy.
Marketing expert Phil Barden explains how to incorporate new discoveries from the field of decision economics into your marketing strategy. Until now, marketers focused on “changing minds to change behavior.” Advances in neuroscience, behavioral economics and cognitive development all contribute to a new understanding of and fresh insight into how people make decisions. For example, a retailer who wants to sell more batteries displays them next to the cash register. By the end of the day, he sells out. The brand and the packaging never changed and neither did the quality of the product. What changed was the “decision interface.” This is a simple yet straightforward example of decision-based marketing. Apply these findings to update old, ineffectual marketing methods. The subject matter is complex, but Barden’s methodical approach and end-of-chapter bullet points go a long way toward explaining it. getAbstract considers this essential reading for marketing and branding professionals who want to stay current.
In this summary, you will learn
- How new scientific findings explain people’s purchasing decisions,
- How marketers use these findings to influence consumer behavior and
- How to apply them in practical techniques for day-to-day marketing.
Comment on this summary
Contained in Knowledge Pack:
Knowledge PackConsumer BehaviorIf you could see into your customers' thoughts, how much more could you sell? Learn how you can motivate today's shoppers.
Customers who read this summary also read
James C. Crimmins
Career Press, 2016
Cass R. Sunstein
Oxford UP, 2015
Simon & Schuster, 2016