The full title of this book by Phil Barden is
Decoded: The Science Behind Why We Buy
In my review posted on Amazon.co.uk, I gave the book Three Stars. This means Worthwhile.
Here is my review.
I hoped that I’d get more from it
The book starts with the thinking fast and slow ideas of unconscious and conscious deliberation and then links these concepts into marketing.
It’s mainly written for marketing executives within large fmcg companies and while I found some of it interesting, I’ve come across much of the content in other neuromarketing type books. You might have the same problem.
The book makes the important points that both the situation and the consumer’s goals are often overlooked in establishing brand preference and purchase. It can open up some interesting segmentation opportunities if they are ignored by competitors.
It’s something that I’ve stressed in my own marketing coaching for years, using the example of a business executive and how the decision about the choice of a restaurant varies depending on whether it’s a business meeting, a romantic meal with his or her husband or wife or a family celebration.
The focus on large fmcg businesses means that I can’t recommend it for small business owners. Too much is irrelevant. If you work in one of the targeted businesses, you will find it interesting and it serves as an introduction to the topic of neuromarketing. If you’ve already read a few of the specialist books, I’m not sure you’re going to get much from it either.
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