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Decoded 2e - The Science Behind Why We Buy
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Table of Contents

Foreword by Rory Sutherland xiii

Preface xvii

1. Decision Science: Understanding the Why of Consumer Behaviour 1

2. The Moment of Truth: Decoding Purchase Decisions 37

3. Decoding the Interface: How the Autopilot Perceives Touchpoints 69

4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129

5. Goals: The Driving Forces of Purchase Decisions 167

6. From Positioning to Touchpoints: Bringing Value to Life 213

7. Case Studies 269

Closing Remarks 287

Recommended Reading 289

About the Author 303

Index 305

About the Author

Phil Barden is the Managing Director of DECODE Marketing Ltd, where he combines his more than 25 years of brand management (Unilever, Diageo and T-Mobile) with leading-edge cognitive and social psychology, neuroscience and behavioural economics to help businesses increase their marketing effectiveness and maximize brand growth.

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