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Decoded, by Phil Barden

Scientific knowledge applied to day-to-day marketing activity

Cover of Decoded by Phil Barden

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Read it for….

Scientific insights from various fields including psychology, neuroscience and behavioural economics into the driving forces and underlying mechanisms of human decision-making, and purchase choices in particular.

What it explains in detail

Building on Daniel Kahneman’s Nobel Prize-winning work, Phil Barden shares the latest research by decision-making scientists on the motivations behind consumers’ choices and what happens in the human brain when a shopper makes a decision. He deciphers the “secret codes” of products, services and brands to explain why people buy them. Finally, he shows how to apply this knowledge in day-to-day marketing promotional activity by increasing relevance, differentiation and credibility.

What we particularly liked

Real-life case studies and fascinating examples, such as how consumers respond to visual signals such as restaurants according to how hungry they are!

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