The Guide to Major Trusts 2025-26. DSC (Directory of Social Change)

Decoded: The Science Behind Why We Buy

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.

Decoded - book by Phil Barden


A new edition will be published on 22 September 2022:

2nd edition – out in 2022

Reviews

“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

“With Decoded Barden gives the power of advertising empirical foundation. A must for agency planners and creatives alike”
Margaret Johnson, Group CEO , Leagas Delaney

“I found this book a real page-turner. Phil Barden has the rare knack of turning scientific experiments and marketing examples into a fascinating story of how human beings really work”
Wendy Gordon, Founding Partner, Acacia Avenue

More from decoded-book.com, including advertising examples and scientific references.

Buy on Bookshop.org Buy on Amazon

Loading

Mastodon