Description

Book Synopsis


Table of Contents

Foreword by Rory Sutherland xiii

Preface xvii

1. Decision Science: Understanding the Why of Consumer Behaviour 1

2. The Moment of Truth: Decoding Purchase Decisions 37

3. Decoding the Interface: How the Autopilot Perceives Touchpoints 69

4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129

5. Goals: The Driving Forces of Purchase Decisions 167

6. From Positioning to Touchpoints: Bringing Value to Life 213

7. Case Studies 269

Closing Remarks 287

Recommended Reading 289

About the Author 303

Index 305

Decoded

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    RRP £17.99 – you save £2.70 (15%)

    Order before 4pm today for delivery by Mon 8 Jun 2026.

    A Paperback / softback by Phil Barden, Rory Sutherland

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      View other formats and editions of Decoded by Phil Barden

      Publisher: John Wiley & Sons Inc
      Publication Date: 29/09/2022
      ISBN13: 9781119673088, 978-1119673088
      ISBN10: 1119673089

      Description

      Book Synopsis


      Table of Contents

      Foreword by Rory Sutherland xiii

      Preface xvii

      1. Decision Science: Understanding the Why of Consumer Behaviour 1

      2. The Moment of Truth: Decoding Purchase Decisions 37

      3. Decoding the Interface: How the Autopilot Perceives Touchpoints 69

      4. Optimizing the Path to Purchase: The Decision Interface Makes the Difference 129

      5. Goals: The Driving Forces of Purchase Decisions 167

      6. From Positioning to Touchpoints: Bringing Value to Life 213

      7. Case Studies 269

      Closing Remarks 287

      Recommended Reading 289

      About the Author 303

      Index 305

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