'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)
"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