Decoded The Science Behind Why We Buy

'The book is rich in examples of how consumers react to brands, what influences purchasing decisions and how marketers can profit by aligning brands to subconscious preferences and behaviour patterns.' (Irish Times, February 2013) '...an accessible and practical introduction to the applied marketing science of behavioural economics. Loss aversion, reframing, choice architecture: all these concepts and more are lucidly explained and illustrated with examples from experimental psychology and marketing best practice...' (Marketing Week, March 2013) 'Barden clearly and precisely takes on a complex discipline...a compelling look at a tricky subject.' (FS Tech, March 2013) 'What distinguishes this book is that it not only runs through the various ways in which human behaviour differs from that typically assumed by all finance directors (and many marketers), but it also comes packed with case studies and suggestions about what we should all do about it. This book is a must-read' (Marketing Magazine, April 2013) 'Barden produces very persuasive arguments to support his thesis and draws on examples from well-known, iconic products and campaigns...He strikes an effective balance between explaining the science and demonstrating how it can be applied to advertising and marketing....easy to read ...the end-of-chapter summaries are helpful in distilling and emphasising the complex message' (B2B Marketing,, May 2013) 'The book strength lies in the cogent and colourful manner in which Barden sets out his case.' (Admap, May 2013) 'While at times this book is heavy on the science, it is a very rewarding read. A lot of the findings are common sense. But often we fail to apply common sense when we put our own objectives ahead of our customers' objectives. Reading Decoded will help you make money'. (Betterretailing.com, May 2013) 'Highly readable, on almost every page this book throws out ideas that will improve the way you run your business. It will also help you to understand when the big manufacturers have got their propositions correct for your customers.' (Better Wholesaling, June 2013)