Decoded : the science behind why we buy /

• Κύριος συγγραφέας: Barden, Phil, 1959-
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester, West Sussex : John Wiley & Sons Ltd., [2013]
• Θέματα: Consumer behavior.; Marketing > Psychological aspects.; BUSINESS & ECONOMICS > Consumer Behavior.; Business.; Electronic books.

In this groundbreaking book Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers m...

Πίνακας περιεχομένων:

• Cover; Title page; Copyright page; Contents; Foreword; Preface; 1: Decision Science; Let there be light!; Decision science and economics merge; A science-based framework for marketing; The (almost) unlimited capacity of the autopilot; What fires together wires together; Framing
• the autopilot frames our experience; Why we underestimate the influence of the implicit level; Decoding the autopilot; 2: The Moment of Truth; The neuro-logic of a purchase decision; How to increase value; Price can increase perceived value; Language can increase perceived value; Reducing perceived cost.
• Money is not the only costValue-cost relation is relative; Occasion-based marketing; 3: Decoding the Interface; The power of perception; The eye is not a camera; Recognition
• what is it?; Recognition is also based on contextual cues; Concepts
• what does it stand for?; New and consistent
• squaring the circle?; Value-based attention: What we want is what we see; The 'pop-out' effect
• attention is also triggered by contrast; Perceptual fluency adds value; Faces are of high value; Price sensor
• the sixth sense; 4: Optimizing the Path to Purchase.
• Decision interfaces influence purchase decisions: a visit to the canteenInterfaces change behaviour without changing minds; Incremental innovations with huge impact; Principles of persuasive decision interfaces; Tangibility
• no signal no action; Immediacy
• I want it NOW!; Certainty
• the bird in the hand; How it all works together; Heuristics work internationally; 5: Goals; Goal value
• the driver of motivated behaviour; Goals drive attention; Implicit goal pursuit: goals can be activated and monitored on autopilot; Relevance
• purchase as a means to an end; Brands serve consumer goals.
• We buy expected goal achievementThe two levels of goal value; Decoding implicit goals; Maximizing relevance and differentiation: goal-based brand propositions; 6: From Positioning to Touchpoints; Closing the implementation gap; Why 'emotion' does not help; Goals guide implementation because they are linked to signals; People buy categories first; Guidance beyond formalism; degree
• how to avoid goal dilution; Borrowed memory
• the source of objectivity; Borrowed memories are culture specific; Baked in
• signals determine credibility; The bottom-up approach to credible propositions.
• Embodied cognition
• our body thinks as wellClosing Remarks; Acknowledgements; Recommended Reading; Index.