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Decoded: The Science Behind Why We Buy by Phil Barden

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Index

added value

see also value

Adidas

advertising

attention

implicit goals

perception

anchoring

associative learning

attention

see also perception

attitudes

autopilot

behavioural change

behavioural costs

behavioural economics

‘Big 3’ human motivations

brain processes

expectations

goal value

mental concepts

motivational drivers

purchase decisions

willingness to pay

see also neuroscience

brands

attitudes to

brain processes

expectations

framing

goals

newness and consistency

purchase decisions

top of mind

‘winner takes all’ effect

see also products

certainty

consistency

costs

behavioural

certainty

immediacy

reducing perceived

tangibility

value-cost relationship

see also price

credibility

cultural factors

decision interfaces

decision rules

see also heuristics

decode goal map

defaults

diagnostic cues

differentiation

discounts

economics

behavioural

psychology and

embodied cognition

‘emotional versus rational’ model of decision making

emotions

‘environmental statistics’

expectations

contextual cues

expected goal achievement

expected value

language and perceived value

focal attention

framing

goals

attention

brand propositions

brands serving

categories

decoding implicit

explicit and implicit

goal value

see also motivation

heuristics

immediacy

implementation

implicit system

see also autopilot

innovation

credibility

failed

incremental

symbolic

intuition

learning, associative

loss aversion

memory

mental concepts

motivation

‘Big 3’

decode goal map

promotion or prevention focus

see also goals ...

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