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Decoded: The Science Behind Why We Buy + How Brands Grow: What Marketers Don't Know + Thinking, Fast and Slow
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Produktbeschreibungen

Pressestimmen

'The book is rich in examples of how consumers react to brands, what influences purchasing decisions and how marketers can profit by aligning brands to subconscious preferences and behaviour patterns.' (Irish Times, February 2013)
 
'...an accessible and practical introduction to the applied marketing science of behavioural economics. Loss aversion, reframing, choice architecture: all these concepts and more are lucidly explained and illustrated with examples from experimental psychology and marketing best practice...' (Marketing Week, March 2013)
 
'Barden clearly and precisely takes on a complex discipline...a compelling look at a tricky subject.' (FS Tech, March 2013)
 

'What distinguishes this book is that it not only runs through the various ways in which human behaviour differs from that typically assumed by all finance directors (and many marketers), but it also comes packed with case studies and suggestions about what we should all do about it. This book is a must-read' (Marketing Magazine, April 2013)
 
'Barden produces very persuasive arguments to support his thesis and draws on examples from well-known, iconic products and campaigns...He strikes an effective balance between explaining the science and demonstrating how it can be applied to advertising and marketing....easy to read ...the end-of-chapter summaries are helpful in distilling and emphasising the complex message' (B2B Marketing,, May 2013)
 
'The book strength lies in the cogent and colourful manner in which Barden sets out his case.' (Admap, May 2013)
 
'While at times this book is heavy on the science, it is a very rewarding read. A lot of the findings are common sense. But often we fail to apply common sense when we put our own objectives ahead of our customers' objectives. Reading Decoded will help you make money'. (Betterretailing.com, May 2013)
 
'Highly readable, on almost every page this book throws out ideas that will improve the way you run your business. It will also help you to understand when the big manufacturers have got their propositions correct for your customers.' (Better Wholesaling, June 2013)

'...he sets out to build the most comprehensive bridge yet between decision science and the day-to-day business of marketing....'Decoded' shows understanding behaviour is not the enemy of creativity but a springboard to it. Creatives more than anyone need to embrace it - not make it planning or research's responsibility or assume a new video on YouTube renders the hardwiring of our brains irrelevant. Advertising will never be a science but it's more science than most working in it realise' (25th January 2013, http://mumbrella.com.au)

Rezension

"When Phil first introduced me to this new and important understanding it crystallised my fears that the long-standing approach to marketing needed to be fundamentally re-evaluated. In his book, he not only persuasively and cogently argues his case but also shows how we need to think in new ways to maximise our marketing efficiency and effectiveness"
--Sean Gogarty, Senior Vice President, Household Care, Unilever
 
"A perfect mixture of deep ideas from visual and decision neuroscience,
and clear pictures of why those ideas matter for marketing"
--Colin Camerer, Robert Kirby Professor of Behavioral Economics, Caltech
 
"A must read for marketing managers who wish to deepen their understanding of the vagaries of the consumer behavior. The difficult subject matter is presented in an accessible, logical and concise manner. I will certainly use this book in my graduate classes"
--Leon Zurawicki. Professor of Marketing, University of Massachusetts
"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

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Delicious! 14. Mai 2013
Von Mike - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
The content is probably not new to a marketing professional who keeps current for example Sheena Iyengar's book The Art of Choosing covers some of this material as does Blink: The Power of Thinking Without Thinking, Outliers: The Story of Success and Brains: How They Seem to Work (FT Press Science).

However this book brings together and presents this information with the focus on marketing and sales. The authors prose are easy to read and engaging and the examples are all drawn within the purchasing decisions context. The author center's his discussion around Daniel Kaanheman's Nobel Prize winning research framework on human decision making and how that is exploited. I really enjoyed this book and think marketing professionals and general readers will too.

After reading the book I wondered if the author's choice of cover, ratio of words to diagrams/illustrations/pictures and chapter lengths had influenced why I liked this book so much - so I dropped it a star just in case ...
8 von 10 Kunden fanden die folgende Rezension hilfreich
Decoded 9. Juni 2013
Von Debra - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
Honestly the most impressive part of the book is how beautiful the physical book is. The layout is flawless, the pages are glossy and high quality, and the entire book is in full color with lots of illustrations.

The audience is more specific than I anticipated. It seems to be exclusively written to people working at huge firms selling tangible products that have large marketing budgets and no background in psychology. If you fit into that category, that's great and you will get quite a lot out of this book.

Unfortunately for me, I really don't fall into that category at all. My undergrad degree was in psychology and a lot of the principles and studies he talks about we covered repeatedly throughout college. At this point, they're unoriginal and cliche. That's fine if you're not familiar with them, but if you've ever taken an upper level psych course, there isn't a whole lot of new information here. The applications are sometimes interesting, but I do think he could have been a bit more original than how people perceive optical illusions, for example.

The other disappointment I had is that "buying" refers exclusively to tangible products in this book. In fact, it was so specific to products and brands (think Coke, deoderant, cars, Tropicana, etc.) that I had a hard time extrapolating much of anything to take away for my small service based business. It's great that when people are walking through a store they choose one product over another for whatever reason, but what about when they're looking for a service? How do people choose then? I think service based industry deserved at least a chapter, or a mention or something.

It's also really not geared toward small business. It assumes that as you're applying these principles you'll have a marketing team with a large budget.

The book had some interesting points and as I mentioned, if you're in a specific category of people by all means pick it up and read it. The writing is engaging and if you're not familiar with the material already it will be fascinating. Otherwise, I would look for something more specific to your situation. This is definitely not one for everybody.
1 von 1 Kunden fanden die folgende Rezension hilfreich
What Marketers Need to Know about Decision Science 2. Mai 2013
Von Rebecca Haden - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
This book is written by a marketing expert for marketers. It takes information about decision making from recent studies in economics and neuropsychology and provides clear applications to everyday marketing decisions.

Here are just a few of the big points you'll learn in this book:
* Strong branding encourages shoppers to make decisions without logical decision-making.
* Most marketing communications need to deliver their core message in seconds (like -- 2 to 4 seconds).
* It's easier to change behaviors than beliefs, and changes in belief often follow changes in behavior.

The book offers a very readable main narrative. There is also a "Science box" in most chapters which lays out the basic research that supports the applications proposed in the chapter, with references. each chapter ends with a summary: "What we have learned in this chapter/ What this means to us as marketers."

There are lots of research reports. We learn, for example, that brain scans have found that seeing a product activates pleasure centers while seeing a price activates parts of the brain associated with pain. Asked whether or not they would buy the product they saw, subjects made yes/no decisions in line with the relative intensity of the pleasure involved in thinking of the product compared with the pain of paying the price -- that's how our brains decide whether an item is worth buying.

These research reports are aligned with case studies mostly involving consumer goods. For example, the pleasure/pain ratio described above is followed by an examination of brands of shower gel. One brand makes a satisfying click when opened and has a bottle that suggests greater power by using visual cues associated with cars and high performance. The consumer reaching for this brand is buying a powerful morning jump start -- which is worth more than mere soap, and therefore commands a higher price.

There are also "Suggestion" boxes recommending that we take immediate actions like checking our strategic papers to make sure that they take our customers' goals into account or thinking about items we've purchased based on the brand rather than the benefits or features of the item.

Through this combination of basic information about human information and emotion processing with practical marketing information, the book explores the path from initial awareness of a product to purchase of that product, considering issues like branding, packaging, and usability.

This is a book to be studied and used. It would be a great book for a study group or even a class. It's also a fascinating read for marketers and those interested in decision science.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Great insights into the science of why we buy 29. April 2013
Von John Chancellor - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
John Wanamaker is credited with saying, "I know that half my advertising dollars are wasted; the trouble is I don't know which half." Advertising and marketing have long been considered more an art than science. The average tenure of a CMO (chief marketing officer) for large organizations is more typically measured in months than in years. The reason is that most CEOs have an unfavorable view of advertising and marketing. Sixty-five percent of CEOs call "marketing la-la-land". This circles back to Wanamaker's observation - half of the dollars spent are wasted.

Phil Barden, author of Decoded - The Science Behind Why we Buy, has written a well researched book with the goal of turning advertising and marketing into more of a scientific endeavor.

To achieve the goal of making advertising and marketing more scientific, we first need to understand the psychology behind how humans make decisions. We tend to think that decisions are rational, logical and the result of conscious effort. But as Mr. Barden explains, decisions are a combination of autopilot (implicit) and pilot (explicit) systems in the brain. The autopilot - the subconscious is much more powerful and handles about 11 million bits per second. The pilot - the conscious part of the brain can only handle about 40 bits per second.

The book presents the information in a very logical sequence. First Mr. Barden explores the why of consumer behavior. Next he decodes how we make purchase decisions. Then he moves on to how the autopilot system interprets the signals we receive from advertising and packaging. He then talks about how to optimize the path to purchase. All decisions are goal based. But to market effectively we must market to the implicit goals as well as the explicit goals. And finally the book covers how to bring value to life.

The book has lots of specific examples to help illustrate the concept Mr. Barden is trying to make. Mr. Barden is British and many of the examples involve European products. Unfortunately for American readers this is can be bit of a problem - or at least diminishes the power of the example.

For anyone with a serious interest in advertising or marketing, this is a highly valuable book. The book is well-written but it is necessary to stop and think about some of the material. There is lot of new and sometimes subtle concepts to absorb. I do not think it is possible to internalize all this in one reading. The book is well-researched and contains a valuable section on recommended reading.

From an aesthetic standpoint, this book reminds me of a coffee table book. It is printed on heavy gloss paper and there are lots of full color pictures. The introduction page of each chapter and the summary page are printed on different colored pages. The book is much heavier than the average book of this size. I suspect there is some implicit message contained in the design of the book.

There is a diagram showing that our goals can appeal to six different "implicit goal territories": Adventure, Autonomy, Discipline, Security, Enjoyment and Excitement. The author actually charts different goal profiles for specific ads giving exact numerical values for each category. He does not go into detail about how these numbers were developed. My guess is that this process is highly proprietary. But it does illustrate that there is some strong science behind this concept.

If you have even the slightest interest in understanding buying behavior, this is an excellent book. In addition to gaining a much better understanding about advertising and marketing, you will also gain additional insight into human behavior.
3 von 4 Kunden fanden die folgende Rezension hilfreich
Decoding Why People Buy What They Do 14. Juni 2013
Von L. M. Keefer - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
Ever wonder why focus groups can't always predict sales? Or wonder how to design a menu so it will increase sales? Or why switching two words on packaging can significantly cause more sales? Can you predict which packaging design will be best for sales? Or why looking at Apple's logo increases your creativity by a significant amount? Or why when Tropicana orange juice redesigned the art on their carton, sales dropped dramatically?

This book explains the principles behind these dynamics and others. The science of why we buy is decoded for us in this book based on research of behavioral economics, psychology and the study of the brain. While we may think we are consciously making all our buying decisions, there are triggers and signals which sway us. This understanding seems like it would be pretty indispensable to those in marketing and business.

The author says there's an 80-90% rate of failure for new products. To ensure that products receive optimum attention, this book explains ways to accomplish this. The principles behind this can be used to create new campaigns.

The language in this book is clear with interesting examples illustrating the principles. Some of the products are British, and some aren't available in the U.S., so British readers might find the examples easier to grasp. However, the principles are applicable to U.S. brands and culture. There is a helpful summary of the chapters titled WHAT WE HAVE LEARNED IN THIS CHAPTER followed by WHAT THIS MEANS TO US AS MARKETERS. (One suggestion for improvement is to print these pages on lighter color paper stock as it was difficult to read with some of the darker colors.)

I have read other behavioral economics and marketing books and the material in here seems pretty fresh. To be an effective marketer or CEO, the information in this book as to how consumers make buying decisions, why we buy, what motivates us, what goals are we pursuing in our purchases, why we buy the products we do etc. seems fairly indispensable to successful marketing. The author has worked in marketing for large companies, so he understands how marketers work, and how to explain these ideas to be most useful to marketers. After reading the entire book, I came away with an understanding of the basic architecture of what motivates consumers to buy and how to influence them positively.
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