Phil Barden

Owner and managing director of consumer-psychology agency Decode; author of the best-selling book Decoded. Spent 25 years in client-side marketing at major brands including Unilever, TUI, and T-Mobile before founding Decode, applying "decision science" — cognitive neuroscience plus cognitive, social, and evolutionary psychology — to marketing problems. Cited (via his book) in Episode 16 for sunk-cost research; guest across four further episodes covering System 1/System 2 thinking, the Framing Effect, the Attitude-Behavior Gap, first impressions/perception (goal-priming, anchoring, placebo effects), and goal-driven motivation in advertising.

Discussed in

• Episode 16 — 16- What makes a good website (referenced)
• Episode 19 — 19- Why marketing is vital- not a nice to have
• Episode 20 — 20- Debunking a marketing myth
• Episode 29 — 29- Why first impressions matter
• Episode 30 — 30- The science behind great adverts

Related

• Dual-Process Thinking (System 1 / System 2)
• Framing Effect
• Shape Symbolism (Takete/Maluma Effect)
• Attitude-Behavior Gap
• Loss Aversion
• Choice Architecture (Salience & Placement)
• Mental Availability
• Sunk Cost Effect
• Priming
• Anchoring & Contrast Effect
• Facial Feedback Hypothesis (Embodied Cognition)
• Goal Value Theory (Motivation-Driven Valuation)
• Jobs to Be Done (Clayton Christensen)
• Decoded