Decoded: The Science Behind Why We Buy

Description

A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approachTake a closer look at the Ferrero neuroscience study that supports JTBDSee updated and relevant case studies of JTBD at workDiscover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation. Cover Title Page Copyright Page Contents Foreword Preface Chapter 1 Decision Science: Understanding the Why of Consumer Behaviour 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 Chapter 2 The Moment of Truth: Decoding Purchase Decisions 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 cost Value–cost relation is relative Occasion-based marketing Chapter 3 Decoding the Interface: How the Autopilot Perceives Touchpoints The power of perception The eye is not a camera Recognition – what is it? Brand properties also carry brand values 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 Chapter 4 Optimizing the Path to Purchase: The Decision Interface Makes the Difference Decision interfaces influence purchase decisions: A visit to the canteen Interfaces 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 Chapter 5 Goals: The Driving Forces of Purchase Decisions 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 achievement The two levels of goal value Decoding implicit goals Maximizing relevance and differentiation: goal-based brand propositions Chapter 6 From Positioning to Touchpoints: Bringing Value to Life 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 360 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 well Chapter 7 Case Studies: Ferrero Duplo: Success Can Be Planned Increasing brand relevance during Covid-19 Beyond the obvious: How to make your brand more relevant during Covid-19 Closing Remarks Recommended Reading About the Author Index EULA