Book description
A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organizationIf you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours.
Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development.
You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices.
- Gain an understanding of the Jobs to Be Done (JTBD) approach
- Take a closer look at the Ferrero neuroscience study that supports JTBD
- See updated and relevant case studies of JTBD at work
- Discover how to engage customers through digital touchpoints
Table of contents
- Cover
- Title Page
- Copyright
- Dedication
- Foreword
- Preface
-
1 Decision Science
- Let there be light!
- Decision science and economics merge
- A science-based framework for marketing
- The (almost) unlimited capacity of the autopilot
- What fires together wires together
- Framing – the autopilot frames our experience
- Why we underestimate the influence of the implicit level
- Decoding the autopilot
- 2 The Moment of Truth
-
3 Decoding the Interface
- The power of perception
- The eye is not a camera
- Recognition – what is it?
- Brand properties also carry brand values
- Recognition is also based on contextual cues
- Concepts – what does it stand for?
- New and consistent – squaring the circle?
- Value-based attention: What we want is what we see
- The ‘pop-out’ effect – attention is also triggered by contrast
- Perceptual fluency adds value
- Faces are of high value
- Price sensor – the sixth sense
-
4 Optimizing the Path to Purchase
- Decision interfaces influence purchase decisions: A visit to the canteen
- Interfaces change behaviour without changing minds
- Incremental innovations with huge impact
- Principles of persuasive decision interfaces
- Tangibility – no signal no action
- Immediacy – I want it NOW!
- Certainty – the bird in the hand
- How it all works together
- Heuristics work internationally
-
5 Goals
- Goal value – the driver of motivated behaviour
- Goals drive attention
- Implicit goal pursuit: Goals can be activated and monitored on autopilot
- Relevance – purchase as a means to an end
- Brands serve consumer goals
- We buy expected goal achievement
- The two levels of goal value
- Decoding implicit goals
- Maximizing relevance and differentiation: goal-based brand propositions
-
6 From Positioning to Touchpoints
- Closing the implementation gap
- Why ‘emotion’ does not help
- Goals guide implementation because they are linked to signals
- People buy categories first
- Guidance beyond formalism
- 360 degree – how to avoid goal dilution
- Borrowed memory – the source of objectivity
- Borrowed memories are culture specific
- Baked in – signals determine credibility
- The bottom-up approach to credible propositions
- Embodied cognition – our body thinks as well
- 7 Case Studies
- Closing Remarks
- Recommended Reading
- About the Author
- Index
- End User License Agreement
Product information
- Title: Decoded, 2nd Edition
- Author(s):
- Release date: September 2022
- Publisher(s): Wiley
- ISBN: 9781119673088
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