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  • Decoded (2nd Edition)

  • The Science Behind Why We Buy
  • By: Phil P. Barden
  • Narrated by: Graham Mack
  • Length: 9 hrs and 52 mins
  • 2.3 out of 5 stars (3 ratings)
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Decoded (2nd Edition) cover art

Decoded (2nd Edition)

By: Phil P. Barden
Narrated by: Graham Mack
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Summary

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
Advertising Consumer Behavior & Market Research Sales & Selling
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A very good book, a very bad production

I ended up returning this and buying the physical book. Unfortunately, the publisher has not bothered to provide a PDF of the endless figures, photographics, etc. that are referenced in the audiobook; this is a knowing omission as well, as the narrator continuously states lines like "take a look at figure 1.2 in your print or ebook edition, what do you notice?"...

I don't like to rate the *book* so low, as the content is useful and informative, especially if you are new to behavioural economics and consumer behaviour, but so much is explained (actively as well, asking you to think through what you are looking at) through visual artifacts that are not included in the audio edition that unless you have the ebook or a print copy, you will miss out on large parts of the discussion. The fact this seems purposeful, based on the narration referring you to a different edition, rather than the usual PDF (there isn't one), is very frustrating.

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