Speed Read: Decoded – The science behind why we buy

Amanda Phillips

This Speed Read was originally published in Admap - May 2013 issue.

Decoded. The Science Behind Why We Buy examines the neuropsychological approach involved when a purchase decision is made and uses case studies to show marketers how to look beneath the surface and appeal to the subconscious

Is marketing an art form or a science? With Decoded, industry veteran Phil Barden seeks to nudge the debate in favour of the latter, with a compelling practitioners' guide to embracing the scientific. Invoking leading-edge insights from neuropsychology and a rich understanding of consumer purchasing decisions, he demonstrates how marketers can exploit the secret codes of products and the hidden levels of consumption to create more efficient and effective marketing

Central ideas and arguments