Decoded: The Science Behind Why We Buy (2013)

Decoded by Phil Barden explores the science behind consumer decision-making, applying insights from behavioral economics, psychology, and neuro-economics to explain why people buy what they buy. The book uncovers the subconscious motivations that drive purchasing behavior, decoding the "secret codes" of brands, products, and services. Barden provides a practical framework for marketers, offering actionable strategies to enhance relevance, differentiation, and credibility in brand management. Packed with case studies and real-world applications, Decoded is an essential guide for marketing professionals seeking to leverage decision science for more effective consumer engagement.