"Decoded" by Phil Barden

Phil Barden's Decoded applies decision science to marketing, explaining consumer behavior through the lens of neuroscience and behavioral economics. The book posits two cognitive systems—an autopilot (implicit) and a pilot (explicit)—that jointly drive purchasing decisions. It explores how perception, framing, and decision interfaces influence choices, emphasizing the importance of implicit learning, goals, and context. The author uses case studies and research findings to illustrate how marketers can leverage these insights to create more effective campaigns and products. Finally, the book offers practical strategies for improving marketing effectiveness by understanding and influencing the implicit decision-making process.