{"id":603,"date":"2014-03-13T00:00:00","date_gmt":"2014-03-13T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/decoded-the-science-behind-why-we-buy-speed-summary\/"},"modified":"2019-11-19T16:32:53","modified_gmt":"2019-11-19T16:32:53","slug":"decoded-the-science-behind-why-we-buy-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/decoded-the-science-behind-why-we-buy-speed-summary\/","title":{"rendered":"Decoded &#8211; The Science Behind Why We Buy [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/decoded-book.com\">Decoded &#8211; The Science Behind Why We Buy<\/a><\/li>\n<li>Author:\u00a0Phil Barden<\/li>\n<li>Publisher:\u00a0Wiley<\/li>\n<li>Publication: 2013<\/li>\n<\/ul>\n<div title=\"Page 3\">\n<p>A little psychology can go a long way in marketing. \u00a0Decoded explores five core psychological insights that will make your marketing better<\/p>\n<ul>\n<li><strong>Sell by Association<\/strong>. \u00a0Move beyond rational persuasion and argument, and use the power of association to sell. \u00a0We know that most thinking is done on &#8216;autopilot&#8217; &#8211; we use our intuition, made up of mental associations\u00a0(&#8216;what fires together wires together&#8217;).and simple rules of thumb to guide our behaviour (this implicit &#8216;System 1&#8217; is contrasted with the deliberate, careful and logical thinking of the explicit &#8216;System 2&#8217;).\u00a0The secret to smart marketing is to sell by association, is to sell to the autopilot, and to do that sell by association .<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2550\" alt=\"screenshot_190\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_190.png\" width=\"1050\" height=\"702\" \/><\/p>\n<figure id=\"attachment_2556\" aria-describedby=\"caption-attachment-2556\" style=\"width: 720px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2556\" alt=\"Selling lightness by association (light things rise)\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_199.png\" width=\"720\" height=\"269\" \/><figcaption id=\"caption-attachment-2556\" class=\"wp-caption-text\">Selling lightness by association (light things rise)<\/figcaption><\/figure>\n<ul>\n<li><strong>Signal Rewards.\u00a0<\/strong>Consumer behaviour might be patterned by the logic of \u00a0explicit value maximisation &#8211; getting the biggest bang for our buck (in the context of achieving some goal), but implicit (subconscious) values drive choice too. Explicitly, we may opt for the rational choice, but implicitly we may be drawn to a reward, or the promise of pain avoidance. \u00a0 Smart marketing is about signalling implicit rewards<span style=\"line-height: 1.714285714; font-size: 1rem;\">.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2551\" aria-describedby=\"caption-attachment-2551\" style=\"width: 724px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2551\" alt=\"Selling Relief\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_194.png\" width=\"724\" height=\"280\" \/><figcaption id=\"caption-attachment-2551\" class=\"wp-caption-text\">Selling Relief<\/figcaption><\/figure>\n<figure id=\"attachment_2552\" aria-describedby=\"caption-attachment-2552\" style=\"width: 715px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2552\" alt=\"Selling Escape\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_193.png\" width=\"715\" height=\"344\" \/><figcaption id=\"caption-attachment-2552\" class=\"wp-caption-text\">Selling Escape<\/figcaption><\/figure>\n<ul>\n<li><strong>Target Peripheral Vision<\/strong>. \u00a0The eye is not an HD camera, it has a very narrow range of explicit HD focus &#8211; we focus in on faces and what we want to see at a particular moment in time; the rest is a peripheral blur of peripheral vision &#8211; and probably where your brand lies. \u00a0The key to smart branding is to communicate through peripheral blur, using distinctive design cues &#8211; associated with positive thoughts and personal relevance\/significance &#8211; in a consistent manner in order to bring your brand into focus.<\/li>\n<\/ul>\n<figure id=\"attachment_2553\" aria-describedby=\"caption-attachment-2553\" style=\"width: 735px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2553\" alt=\"Communicating through blurred vision\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_192.png\" width=\"735\" height=\"1092\" \/><figcaption id=\"caption-attachment-2553\" class=\"wp-caption-text\">Communicating through blurred vision<\/figcaption><\/figure>\n<ul>\n<li><span style=\"font-size: 1rem; line-height: 1.714285714;\"><strong>Use Reward Cues<\/strong>. \u00a0When our minds are in automatic\u00a0<\/span>autopilot<span style=\"font-size: 1rem; line-height: 1.714285714;\">\u00a0mode, three simple\u00a0<\/span>reward\u00a0<span style=\"font-size: 1rem; line-height: 1.714285714;\">cues focus attention and drive desire; promising a reward that is a) tangible,\u00a0b) immediate and c) certain. \u00a0Smart marketing is about embedding these reward cues in products, POS and advertising.<\/span><\/li>\n<\/ul>\n<ul>\n<li><strong>Appeal to Goals<\/strong>. \u00a0Goals (motivations) are the fundamental building block of marketing because people are\u00a0<em>intentional<\/em>\u00a0&#8211; we are goal-focused; we do stuff to get stuff done &#8211; and choose the brand that most helps us get it done (subjective brand value is based on expected goal achievement). Even our attention is goal-focused &#8211; we notice things that will help us get what we want to do, done. So understanding goals is mission critical for marketing &#8211; brand relevance is all about aligning with, associating with and serving people&#8217;s goals (goal-based value propositions). Whilst explicit (conscious) goals vary by situation, they all fall into one of two camps (approach goals (wanting something) or avoidance goals (avoiding something) &#8211; branding should line up accordingly. Moreover,\u00a0we all share three basic psychological goals that underpin much behaviour &#8211; without us being aware of them &#8211; across situations; security (being cared for, and avoiding fear), autonomy (power, control, mastery), and excitement (stimulation, relief from boredom). Smart marketing focuses on delivering against these implicit motivations of security, autonomy and excitement.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2554\" alt=\"screenshot_195\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_195.png\" width=\"1030\" height=\"736\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2555\" alt=\"screenshot_198\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_198.png\" width=\"1024\" height=\"768\" \/><\/p>\n<h3><span style=\"font-size: 1.142857143rem; line-height: 1.846153846;\">The BG Take<\/span><\/h3>\n<p>Decoded offers a cogent, psychologically-informed and practical approach to making your marketing more psychologically smart. \u00a0Rather than detracting from its appeal, the fact that Phil Barden is a seasoned marketer &#8211; with his own agency\u00a0(<a href=\"http:\/\/www.decodemarketing.co.uk\/\">Decode Marketing<\/a>) &#8211; rather than a psychologist, helps. \u00a0It&#8217;s low on psychobabble and heavy on example; and this will appeal to marketers.<\/p>\n<p><span style=\"line-height: 1.714285714; font-size: 1rem;\">We share the book&#8217;s overarching view that marketing &#8211; and innovation &#8211; should be based around consumer goals (implicit and explicit motivation). \u00a0And we like the idea that smart branding is primarily about signalling value through associations with goal achievement. \u00a0If there&#8217;s a niggle, it&#8217;s the niggle that psychology hasn&#8217;t fully decoded human motivation, <em>yet. <\/em>We&#8217;ve made a start, but we&#8217;re not there yet &#8211; and there are various schools of thought &#8211; and it&#8217;s certainly not done and dusted. \u00a0For example, are &#8216;the big three&#8217; implicit motivations\/goals really<\/span><span style=\"font-size: 1rem;\">\u00a0security, autonomy and excitement? Many psychologists would cite<\/span><span style=\"line-height: 1.714285714; font-size: 1rem;\">\u00a0&#8216;autonomy, power and affiliation (or in self-determination theory (SDT) terms &#8211;\u00a0<\/span><span style=\"font-size: 1rem;\">autonomy,\u00a0<\/span><span style=\"line-height: 1.714285714; font-size: 1rem;\">competence and relatedness). \u00a0But overall, one of the best books around to help marketers profit from psychological insight.<\/span><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Decoded &#8211; The Science Behind Why We Buy Author:\u00a0Phil Barden Publisher:\u00a0Wiley Publication: 2013 A little psychology can go a long way in marketing. \u00a0Decoded explores five core psychological insights that will make your marketing better Sell by Association. \u00a0Move beyond rational persuasion and argument, and use the power of association to sell. \u00a0We know that [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Decoded - The Science Behind Why We Buy [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/decoded-the-science-behind-why-we-buy-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Decoded - The Science Behind Why We Buy [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Decoded &#8211; 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