Decoded (2nd Edition)
The Science Behind Why We Buy
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Decoded (2nd Edition)
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Gesprochen von:
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Graham Mack
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Von:
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Phil P. Barden
Über diesen Titel
If 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 behaviors.
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 behavioral knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviors 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.
©2023 Phil Barden (P)2022 Ascent Audio
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Phil Barden disects the psychology and brain processes behind how we are influenced, how we form decisions and ultimately how we buy. The book goes to great details explaining explicit and implicit reasons for our actions and provides helpful guidance on things like framing and creating perceptions. He also points out the importance of non-loss (think of fixed interest etc.) as a benefit and describes how this is sometimes much more powerful than trying to argue what you can gain from a product.
In summary the book advocates for a goal-based marketing approach whereby marketers should not only focus on explicit (category specific and more generic) goals but more importantly should work on defining the implicit goals a brand can help achieve. These can be plotted along a continuum of Enjoyment -> Excitment --> Adventure --> Autonomy --> Discipline and Security and depending on where your brand stands along these implicit goal areas a very different but also very distinct positioning for a brand can be derived.
Next to all the good stuff and the undeniable great content, there were also two factors which I did not enjoy at all:
First, the reader of the book made the whole content pretty hard to follow and wasn´t engaging at all. I would have loved to hear Phil himself explain his ideas.
Secondly, Mr. Mack (who was reading the book) refers on countless occasions to "see figure x.y in the print and e-book version of this audiobook". Unfortunately, these figures cannot be downloaded or searched for with Audible and therefore it becomes very cumbersome to follow many of the concepts that are being explained, as the graphics and images seem to build an essential part of how the book works. This could have been avoided by either making sure the listener understands this at the very beginning of the book or even better, by offering a section to download these figures beforehand, so one can actually follow the explanations.
After listening to the e-book I now have to go buy the printed version to make sure I really get the gist of it. Great for the publisher but not so great for me as a consumer.
Lot´s of practical insights with one big caveat
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