# Decoded: The Science Behind Why We Buy

- Link: https://fundraising.co.uk/books/decoded-the-science-behind-why-we-buy/
- Published: 2013-01-20T12:39:00+00:00
- Author: Howard Lake

**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](https://wfay6x.infiniteuploads.cloud/2021/12/decoded-
phil-barden-angled.jpg)

 * Shows how the latest insights from the fields of Behavioural Economics, psychology
   and neuro–economics explain why we buy what we buy.  
 * Offers a pragmatic framework and guidelines for day–to–day marketing practice
   on how to employ this knowledge for more effective brand management – from strategy
   to implementation and NPD.
 * The “first book” to apply [Daniel Kahneman](https://fundraising.co.uk/books/how-to-make-the-world-add-up/)’
   s Nobel Prize–winning work to marketing and advertising.
 * Packed with case studies, this is a must–read for marketers, advertising professionals,
   web designers, R&D managers, industrial designers, graphic designers in fact 
   anyone whose role or interest focuses on the ‘why’ behind consumer behaviour.
 * Foreword by Rory Sutherland, Executive Creative Director and Vice–Chairman, OgilvyOne
   London and Vice–Chairman, Ogilvy Group UK
 * Full colour throughout.

**A [new edition](https://uk.bookshop.org/a/1597/9781119673088) 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](http://www.decoded-book.com/book-resources), including
advertising examples and scientific references.