Decoded: The Science Behind Why We Buy

Marketing expert Phil Barden explains what decision science reveals about how and why consumers buy. Drawing on behavioral economics, psychology and neuroscience, he shows that most purchase decisions are made quickly and unconsciously, based on goals and perceived value. Barden explains how brands can use signals such as design, pricing and packaging to influence choices, with case studies from major companies.

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Shane Parrish: “Phil Barden reveals what decision science explains about people’s purchase behaviour. If you’re selling things to people and need a good primer on the latest research behind consumer motivations, this is a good read”