Title Details

Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he has latterly  immersed himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.

Foreword ix

Preface xiii

1. Decision Science: Understanding the Why of Consumer Behaviour 1

2. The Moment of Truth: Decoding Purchase Decisions 37

3. Decoding the Interface: How the Autopilot Perceives Touchpoints 67

4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 119

5. Goals: The Driving Forces of Purchase Decisions 159

6. From Positioning to Touchpoints: Bringing Value to Life 203

Closing Remarks 255

Acknowledgements 257

Recommended Reading 259

Index 269

‘…he sets out to build the most comprehensive bridge yet between decision science and the day-to-day business of marketing….‘Decoded’ shows understanding behaviour is not the enemy of creativity but a springboard to it. Creatives more than anyone need to embrace it – not make it planning or research’s responsibility or assume a new video on YouTube renders the hardwiring of our brains irrelevant. Advertising will never be a science but it’s more science than most working in it realise’  (25th January 2013, http://mumbrella.com.au)

“When Phil first introduced me to this new and important understanding it crystallised my fears that the long-standing approach to marketing needed to be fundamentally re-evaluated. In his book, he not only persuasively and cogently argues his case but also shows how we need to think in new ways to maximise our marketing efficiency and effectiveness”
—Sean Gogarty, Senior Vice President, Household Care, Unilever

“A perfect mixture of deep ideas from visual and decision neuroscience,
and clear pictures of why those ideas matter for marketing”
—Colin Camerer, Robert Kirby Professor of Behavioral Economics, Caltech

"A must read for marketing managers who wish to deepen their understanding of the vagaries of the consumer behavior. The difficult subject matter is presented in an accessible, logical and concise manner. I will certainly use this book in my graduate classes”
—Leon Zurawicki. Professor of Marketing, University of Massachusetts

"Marketing has, for a long time, been an uneasy tussle between art and science: Decoded gives the discipline a very healthy and eminently accessible push in the direction of the latter. All marketers should read it
"—Philip Graves. Author of Consumer.ology