March 2013
Intermediate to advanced
288 pages
6h 36m
English
Content preview from Decoded: The Science Behind Why We Buy
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Table of Contents
1 Decision Science: Understanding the Why of Consumer Behaviour
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
2 The Moment of Truth: Decoding Purchase Decisions
The neuro-logic of a purchase decision
Price can increase perceived value
Language can increase perceived value
Value–cost relation is relative
3 Decoding the Interface: How the Autopilot Perceives Touchpoints
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
Price sensor – the sixth sense
4 Optimizing the Path to Purchase: The Decision Interface Makes the Difference
Decision interfaces influence purchase decisions: a visit to the canteen
Interfaces change behaviour without changing minds
Incremental innovations with huge impact
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