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--
In this groundbreaking book 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. - 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'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