Decoded: The Science Behind Why We Buy Hardcover – January 1, 2013

I am the marketing director for a small family owned business. We do not have a marketing budget and I self taught my way to do anything marketing related.This book is amazing. I am only on the second chapter and I have so many notes and practical real world doable action items. I disagree with the review that said this is for large firms with lots of money. In a smaller business you just have to take the information and figure out how to apply it in a reasonable affordable way. Fun!This book is easy to follow and I definitely suggest anyone who is in marketing read it.

Decoded is a brilliant book for anyone in business; communication, marketing, sales, research, etc. It is a vivid translation of the latest findings of neuroscience, behavioral economics, cognitive and social psychology, and decision science into marketing. The balance of science, application, and examples, across a wide range of product and service categories, is just right. Decoded helps resolve many of the dilemmas people in business face; reason vs. emotions, product vs. brand, biology (global) vs. culture (local), and more. This book will also give you many tools to use in the future; concepts, mental models, new vocabulary, metaphors, case studies, and references. The variety of examples, pictures, and exercises make it an enjoyable reading. But the book's main benefit for practitioners is that it is a simple, but not simplistic, clear, and practical guide to action.

Fascinating read. Really interesting to dive in to the psychology behind why we as consumers make decisions and how marketers can use that. I read this out of both personal curiosity and professional knowledge. Quick read too - give it a try!

I currently am studying marketing, I picked up this book for some more background info on consumer behaviour. This book now has me hooked on Neuroscience. A very interesting read, doesn't drag out just the things you need. I wish there had been a second.I'd recommend you read braininfluence 100 ways to persuade people with neuromarketing once you have the core learning from this book under your belt.

I want to thank the author for writing such a well informed, educational and very much practical book on science based marketing. Some of your explanations went right over y head but you always kept the reader in mind, so you supported every explanation with a clear and thoughtful example. Just like caldwells book on persuasion, this will be a text I will refer to time and time again.

This book decodes and deconstructs why creative work in marketing works or doesn't work, with plenty of examples to back up the mind-opening theory.

Decoded is easy to read, uses a practical approach and full of relevant examples. This book is a charm for both marketing students and practising marketing professionals.

Enjoyed the reading. Some things are new. I like the idea of explicit vs implicit goals. I wonder how they assess this with consumer.

I rarely post reviews, but this book is that good I had to out of gratitude to Phil. He takes complex ideas from behavioural science and articulately explains their relevance to marketing. There is a TON of value in this book, I have read the book 3 times and every time I gain something new. The framing effect alone and Phil's explanation of it is an indispensable lesson. This is a must read, there is a lot of scientific literature out there but so far no book applies it to marketing as well as this one--easy to read but a book that will push your thinking and knowledge. I also filmed a podcast last year with Phil a real gentleman. Along with Thinking Fast and Slow and Pre-suasion this book completes my top 3 fav marketing books.

i bought this for school but the condition was perfect

Einfach, klar und wissenschaftlich begruendet. Mann kann nur weiterempfehlen.

Insightful and deep. Fresh and simple. Mind bending and fun. 10/10. Thanks Barden for this book. Marketers must read along with planners

Premessa: l'argomento mi affascina e da quando ho letto che il libro era "la logica continuazione" di Pensieri veloci e pensieri lenti di Kahneman non ho potuto fare a meno di leggerlo.Perché compriamo quello che compriamo?L'autore risponde facendosi strada in intricati percorsi cognitivi, per lo più inconsapevoli, e che ci portano a una scelta piuttosto che all'altra. Tutta roba da sistema 1 di Kahneman, il pilota automatico.n.b. L'autore non è uno psicologo ma un esperto di marketing :-)