Decoded Summary

Summary of Decoded Book by Phil Barden

Name: Decoded
Rating: 4.7 (245 reviews)
Author: Phil Barden

4.7 . 245 reviews

Short summary

Hundreds of secret clues from our brain are encrypted in every glance at a product and every decision to buy or not buy. The workings of our neural connections dictate our admiration for brands. Writer and marketer Phil Barden wondered: what if science can become marketers' best friend and help them understand customers? Decoded: The Science Behind Why We Buy explores the explicit and hidden motives behind our purchases. Barden describes marketing rules and gives exciting examples for analyzing consumer behavior. Buyers dictate the laws of the market; still, you have the opportunity to unravel their intentions and create a strategy that will make even the most demanding customer happy. “The goal of this book is to share what I learned on my journey about bringing decision science to life for marketing, and the fascinating insights I have come across about why consumers buy what they buy.” ~ Phil Barden

15 min

8 key points

11 insights

Try Headway app

Table of content

Summary of Decoded
About the author
What is Decoded about?
Who should read Decoded
Topics in Decoded

first key point

An invisible compass within us finds our favorite brands

Listen the first key point

00:00

There are not many advertising cases that people remember for decades. But advertising for Cadbury chocolate has received numerous awards for creativity. During the ad, the gorilla listens to the music and then plays the song's beat. The chocolate bar was shown only at the end. The emphasis in advertising was placed on a specific brand, so Cadbury chocolate became a marketing hit.

The principle of success in innovations is complicated to explain. Neuroeconomist Peter Kenning conducted a study that showed people make purchases through intuitive decision-making. People will always choose their favorite, relying only on their intuition, even if they have a wide choice.

Psychologist Daniel Kahneman, one of the founders of behavioral economics and Nobel Prize recipient, believes two systems govern our behavior and choice. One is responsible for perception and intuition and processes information based on associations; the other is accountable for our reflections. Thus, strong and recognizable brands are perceived by the first system. The task of a good marketer is to activate this system in the minds of potential buyers. The second system is energy-intensive, so it's much easier to rely on the first one.

The intuition system is the autopilot, and the thinking system is the pilot.

Top marketer and writer Phil Barden spent 25 years studying consumer behavior and influencing his clients to choose specific brands and products. Understanding customers and translating their needs into a product are the keys to successful marketing.

Further research allowed Barden to shape unique strategies for brand positioning and advertising. Sales brand mentions and ad views increased. Now more actively interested in buyers’ psychology and behavior, he joined the consultancy Decode, founded by a scientist who studied decision-making mechanisms. Phil Barden decided to share his knowledge about the relationship between the psychology of choice and marketing and describe the decisive factors for shopping.

Each product has an intangible value — brand equity. Customers buy expensive coffee at Starbucks and keep coming back. So, besides coffee, they get something else. What if we look at customer behavior from the perspective of neuroscience and cognitive and social psychology? Decoded: The Science Behind Why We Buy reveals the secrets of the true reasons for our purchases. Through this summary, you will find out why our love for brands is sometimes more important than product quality, what visual signals attract attention and how framing affects perception.

second key point

The atmosphere created by the brand can be more important than the offer

The autopilot mentioned above communicates with the world through the senses. At first, piloting requires concentration and reflection, but then this process also turns automatic. The autopilot system processes a large amount of information. When we visit a website, our subconscious mind analyzes the color, design, and general content. The marketing message needs to be delivered very quickly. It should be memorable, attractive, and concise.

Continue reading with Headway app

Full summary is waiting for you in the app

third key point

We pay with a smile on our faces when we buy something valuable

fourth key point

The buyer feels and sees more than it seems

fifth key point

Your brand doesn't exist out of context

sixth key point

Change strategies, not customers

seventh key point

The buyer's motivation should always lead to the desired

eighth key point

Conclusion

Buy full book on Amazon Continue the summary

What is Decoded about?

"Decoded: The Science Behind Why We Buy" delves into the fascinating world of consumer behavior, uncovering the hidden psychological factors that influence our purchasing decisions. Phil Barden explores the intricate workings of our minds, revealing how emotions, instincts, and cognitive biases shape our buying habits. With insightful research and practical examples, this book offers valuable insights for marketers, entrepreneurs, and anyone interested in understanding the complex dynamics behind consumer choices.

Who should read Decoded

Marketing professionals seeking insights into consumer behavior and purchasing decisions.
Business owners looking to understand the psychology behind consumer choices.
Students studying consumer psychology and marketing strategies.

Topics in Decoded

Marketing Strategy Consumer Behavior Advertising Psychology Business Sales Branding Product Management Business Strategy Neuromarketing Digital Marketing Social Media Marketing Copywriting

Enjoy summarized nonfiction bestsellers

Grasp the book’s key ideas in less than 15 minutes

Get started

Get new knowledge easily

Let’s check how many titles you can finish in a month with Headway! Tell us how much time you’d like to spend on reading:

2 min/day

5 min/day

10 min/day

15 min/day

20 min/day

30 min/day

45 min/day

4 titles/month

10 titles/month

20 titles/month

30 titles/month

40 titles/month

60 titles/month

90 titles/month

4 titles/month

10 titles/month

20 titles/month

30 titles/month

40 titles/month

60 titles/month

90 titles/month

Join 30+ million learners around the world

60K5 reviews on App Store and Google Play

Everything you need to be motivate, to learn & to self improves is all here. I actually do appreciate the reminders because otherwise this wouldn’t work for me. Thank you

sandypantalones

Headway is the answer! No longer accumulating books I never read. With Headway, I initially chose the areas important to me such as productivity, time management, etc., and each day I'm provided several book summaries from which I devote 20 minutes or more each day reading. All of this on my phone! My life has improved with Headway. Truly my most useful app.

Carol Slinker

An excellent concept, executed well. Headway can help you retain what you've read while introducing you to the essential core of new information. It's an easier way to stay inspired, and to be reminded of the mental tools you've learned

Fuse Henry

In today’s world, we rarely have time. Between our jobs, our families are social obligations, when do we have time to grow and develop ourselves? Headway is an excellent app that gives you that time it gives you those little snippets of information that you need to direct your focus in on your life. Headway gives you a chance to find out the meat of a book that you might want to purchase and read or listen to in-depth without wasting a lot of time trying to figure out is this book for me? I highly recommend the app.

sleepy sprite

The selections are on point and the summaries are excellent! I listen while I walk my pup 🐶 and have in turn, ordered a few selections! REALLY loving the app, it’s layout, daily selections and features!

JuicyBaby328

I've gotten multiple books out of the library with the intent to read them, but always have a hard time finding the time. This app has helped me finally be able to get to them. Summarized, yes, and thank goodness too! Just short enough I can finish one on my way picking kids up from school/practice, or while I'm cooking dinner. I can't wait to listen to them over the summer when we visit the beach!

Jillian Emmert

It amazed me! There is the possibility to highlight the most important points of each book and instantly translate unfamiliar vocabulary. With the ability to review the searched words. It's a great way to learn more about English as well. The price is great.

Fiamma

I’m enjoying what I’m learning on headway.each summary comes with quotes at the end which you can save to help you remember key points. You can listen or read, I’ve found that reading puts me to sleep before I can finish but the listening feature keeps me engaged and I can finish in a brief amount of time if not one session.

Epic waters

The app it’s so easy to use. I use it while driving or cooking and is great. I love the fact that the chapters are short, so you can finish them quickly. Very knowledgeable.

kathytaveras

The best app for self development.It helps to keep pace with your reading and also suggests the kind of reading material you might like.It is fun as you can switch from reading to listening and vice-versa as per your convenience .Just get started and partake of the treasure of knowledge at your fingertips .I feel lucky to have spotted the app.It has helped me become self-disciplined and much better informed.The audio track is excellent.

anita yadav

Exactly what I need! I always have booklist to read, but can't committed enough to finish/start bc of too much pages. Headway is really helpful and concise with their summary. What I love the most is that the essence of the book is well crafted, so I don't only read the key points, but also there's the story and how personality of the author still well shown through the summary. Well done!

Feninda Amalia

This is outstanding best app ever and honestly whoever came up with is my app is an absolute genius kudos my gratitude definitely goes out and I’m only on my first week free trial and I’m certainly going to purchase this app annually. Now that I have it, I can’t even imagine living without it.

Darlin NIKKIDOLL0923

Have questions?

Asking the right questions brings you closer to achieving your goals

Can I test out Headway before purchasing it for my team?Payment

Sure, we will gladly give you access to our app for a certain period if you are interested in purchasing a corporate subscription for your team. Please fill out the form on the website or email partners@makeheadway.com. We will get back to you soon.

What should I do if some of my employees already have your Premium subscription?Payment

Can I increase or decrease the number of subscriptions on my corporate subscription once it’s started?Payment

What are the benefits of books summary?

Do you find yourself staring at your computer for long minutes, unaware of time slipping by? Do you enter a room and suddenly cannot remember why you stepped in the first place? Is it a herculean task for you to sit through ten pages of a book without reaching for your phone? If yes, your focus needs some work and fast.

Actually, yours is not a unique situation. Many adults like you have issues concentrating on a given task. However, in this fast-paced world of ours, you can’t afford to be not focused at all times. Thankfully, this article comes to your rescue! With the tips and tricks from Hyperfocus by Chris Bailey, you will get in the top percent of folks who have mastered the art of concentration.