Decoded The Science Behind Why We Buy

“I loved this book. It’s a highly practical book for any modern marketer, packed with clear, compelling examples and also a glorious, enjoyable read for anyone interested in how humans make their choices. My copy is littered with underlinings and notes. Fascinating, useful, an absolute classic.”
—Sophie Devonshire, Chief Executive, The Marketing Society

“Marketing is fundamentally about behaviour change. Not enormous binary switches but more subtle, nuanced shades. And Phil Barden is the expert in this area. His work makes you a better marketer.”
—Mark Ritson, Mini MBA in Marketing

“Decoded is the only behavioural science book I’ve ever read twice. This new edition is a great reason to make it three times.”
—Richard Shotton, author of ‘The Choice Factory’

“There are plenty of books around on behavioural economics. This one shows you how to use the science to increase sales. A must for anyone who works with brands.”
—Les Binet, Group Head of Effectiveness at adam&eveDDB

“Many of us will agree that great Marketing is a combination of Science and Art. Science can often give you the springboard you need to take that creative leap. But what if some of the science you’re using is wrong? Phil’s book explains all. He brings decision science to life for marketing. It can be chewy in places, in a good way, but will help you to step up your marketing impact.”
—Keith Weed, Ex-CMO Unilever, Independent Director of WPP and Sainsbury’s

Decoded: The Science Behind Why We Buy is a landmark book that places decision science at the centre of marketing, analysing empirical evidence to reveal the reasons people buy what they buy. It provides a systematic framework for optimising brand management and increasing the relevance and credibility of any type of product and service. Featuring numerous real-life case studies and exhaustively tested strategies, this comprehensive volume enables marketers to focus on what really determines marketing success by building a profound understanding of the underlying consumer behavior, and to integrate this knowledge into their everyday work.

This second edition features a wealth of revised and updated information, including new content that examines the ‘Jobs to be Done’ (JTBD) approach, identifying distinctive brand assets, case studies and more.

The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising, Decoded: The Science Behind Why We Buy, Second Edition, remains the definitive resource for marketers, advertising professionals and all those whose role involves deciphering consumer behaviour.