A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization
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.
Author(s): Phil Barden
Edition: 2
Publisher: Wiley
Year: 2022
Language: English
Pages: 334
City: Hoboken
Cover
Title Page
Copyright Page
Contents
Foreword
Preface
Chapter 1 Decision Science: Understanding the Why of Consumer Behaviour
Let there be light!
Decision science and economics merge
A science-based framework for marketing
The (almost) unlimited capacity of the autopilot
What fires together wires together
Framing – the autopilot frames our experience
Why we underestimate the influence of the implicit level
Decoding the autopilot
Chapter 2 The Moment of Truth: Decoding Purchase Decisions
The neuro-logic of a purchase decision
How to increase value
Price can increase perceived value
Language can increase perceived value
Reducing perceived cost
Money is not the only cost
Value–cost relation is relative
Occasion-based marketing
Chapter 3 Decoding the Interface: How the Autopilot Perceives Touchpoints
The power of perception
The eye is not a camera
Recognition – what is it?
Brand properties also carry brand values
Recognition is also based on contextual cues
Concepts – what does it stand for?
New and consistent – squaring the circle?
Value-based attention: What we want is what we see
The ‘pop-out’ effect – attention is also triggered by contrast
Perceptual fluency adds value
Faces are of high value
Price sensor – the sixth sense
Chapter 4 Optimizing the Path to Purchase: The Decision Interface Makes the Difference
Decision interfaces influence purchase decisions: A visit to the canteen
Interfaces change behaviour without changing minds
Incremental innovations with huge impact
Principles of persuasive decision interfaces
Tangibility – no signal no action
Immediacy – I want it NOW!
Certainty – the bird in the hand
How it all works together
Heuristics work internationally
Chapter 5 Goals: The Driving Forces of Purchase Decisions
Goal value – the driver of motivated behaviour
Goals drive attention
Implicit goal pursuit: Goals can be activated and monitored on autopilot
Relevance – purchase as a means to an end
Brands serve consumer goals
We buy expected goal achievement
The two levels of goal value
Decoding implicit goals
Maximizing relevance and differentiation: goal-based brand propositions
Chapter 6 From Positioning to Touchpoints: Bringing Value to Life
Closing the implementation gap
Why ‘emotion’ does not help
Goals guide implementation because they are linked to signals
People buy categories first
Guidance beyond formalism
360 degree – how to avoid goal dilution
Borrowed memory – the source of objectivity
Borrowed memories are culture specific
Baked in – signals determine credibility
The bottom-up approach to credible propositions
Embodied cognition – our body thinks as well
Chapter 7 Case Studies: Ferrero Duplo: Success Can Be Planned Increasing brand relevance during Covid-19
Beyond the obvious: How to make your brand more relevant during Covid-19
Closing Remarks
Recommended Reading
About the Author
Index
EULA
