TY  - BOOK
AU  - Barden,Phil
TI  - Decoded: the science behind why we buy 
SN  - 9781118345603 (hbk.) :
U1  - 658.8'342 23
PY  - 2013///
CY  - Hoboken, N.J., Chichester
PB  - Wiley, John Wiley [distributor]
KW  - Consumer behavior
KW  - Psychological aspects
KW  - Business and Management
KW  - eflch
N2  - Phil Barden shows how the hidden levels of consumption work, and what happens in the brain when we decide on a particular product. The secret codes of products are unlocked using the latest findings from neuro-psychology. We discover why we buy them and how we use them. The author shows how relevance, differentiation and credibility in the marketing of products can be significantly raised
ER  -