Phil Barden, explains how change management affects the neuropsychology of consumers

Phil Barden is an author, speaker and consultant in the field of marketing, innovation and customer experience. He has over 25 years of experience, including senior roles at Unilever, Diageo, and Deutsche Telekom (T-Mobile).

He founded Decode Marketing Limited in 2010, and combines hands-on, pragmatic, client-side brand management experience with leading edge cognitive & social psychology, neuroscience, and behavioural economics to provide analytical and predictive power, leveraging science to increase sales. Decode was awarded 'Most Inspiring and Provocative' in the Unilever Foods Fusion Awards.

Phil is the author of “Decoded: The Science of Why We Buy”, where he shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. The book was published by Wiley.

Phil also contributed two chapters to “Eat Your Greens”: a compilation of papers inspired by the genuine advances in marketing science.

Phil presents on decision science for the IPA Diploma, the APG Planning Skills Diploma and for various international MBA and MSc programmes. He is regularly invited to speak at industry events and to brand owners and their agencies.

Phil is also a Fellow of the Marketing Society.

Phil Barden Published Work

Decoded: The Science Behind Why We Buy
First edition , published by
Second Edition published by Wiley in September 2022
Decoded delivers a practical framework and guidelines for applying science to the marketing practices used every day. The book provides behavioural knowledge, timely case studies, and an understanding of methodologies for marketing professionals. It shows how to employ knowledge about human behaviour for more effective brand management, from strategy to implementation to new product development.

Eat Your Greens:
The book is curated by Wiemer Snijders, partner at Commercial Works. Released on 25 September 2018

Eat Your Greens is a compilation of papers inspired by the genuine advances in marketing science. It challenges readers to change the way they think, by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications.
An excerpt from one of Phil Barden’s two chapters published in the book::

“Sometimes an ad evokes high arousal, but no one remembers the brand—how come? To leverage the potential of the arousal, the brand/product needs to be the agent that triggers the response. If emotional response is not linked to the brand, the ad might be remembered but not the brand, because it is not instrumental in activating the emotional response.”

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About Dinis Guarda

[ac]

nice sharing. in fact, Neuropsychology is an exciting and emerging field that can provide valuable insights into consumer behavior

[Archoddin]

Interesting topic. I didn’t know about the name of this resistant . Powerful.

[zencooper]

Yeah exactly. Doing exactly like that is so challenging even to our brain 👌🏻

[filipedealmeida]

The Semmelweis reflex serves as a reminder of the importance of being open to change and embracing new ideas. In a rapidly evolving world, it's crucial to remain flexible and adaptable in our thinking in order to progress and improve. Let's not repeat the mistakes of the past and embrace progress with open minds.