Take a glimpse into the mind of the modern consumer
A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands.
Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we shop we show greater emotionality, hunting for more intense experiences and seeking relief and distraction online. A profound sense of isolation and individualism shapes the way we express ourselves and connect with brands and retailers. Neurological research even suggests that our brains are rewired, altering what we crave, how we think, and where our attention goes.
Decoding the New Consumer Mind provides marketers with practical ways to tap into this new consumer psychology, and Yarrow shows how to combine technology and innovation to enhance brand image; win love and loyalty through authenticity and integrity; put the consumer’s needs and preferences front and center; and deliver the most emotionally intense, yet uncomplicated, experience possible. Armed with Yarrow’s strategies, marketers will be able to connect more effectively with consumers—driving profit and success across the organization.
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About the Author
KIT YARROW, Ph.D., is an award-winning consumer research psychologist, professor, consultant, and keynote speaker. She chairs the psychology department at Golden Gate University, with a joint appointment as a professor of psychology and marketing, and was recognized as the university's 2012 Outstanding Scholar. Kit writes for Time and Psychology Today. She is also the coauthor of Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail (Jossey-Bass, 2009). Kit is regularly quoted in a variety of media, including the New York Times, the Wall Street Journal, Marketplace, USA Today, and Good Morning America. She lives in the San Francisco Bay Area.
For more information, please visit kityarrow.com.
Table of Contents
Foreword by Paco Underhilll ix
Part One THe New Consumer MInd
1 Rewired Brains 11
2 Isolation and Individualism 45
3 Intensified Emotions 79
Part Two Strategies to connect with today’s Newconsumer
4 Technovation 123
5 The Real Deal 137
6 Involvement 153
7 Intensity 167
Acknowledgments and Gratitude 199
About the Author 203
Most Helpful Customer Reviews
As a professor of negotiation and mediation, I find that Kit's book has a wealth of information and far reaching implications that go beyond understanding the American consumer. Kit's research benefits anyone interested in better communicating with and influencing people in our society. In her very engaging way, she helps us understand the changing psychology of Americans in a world where we are increasingly focused on technology and appearances, surrounded by choices, distrusting, cranky, and losing deeper connections to friends and community. These findings are also an important invitation to reflect on the direction we are headed, and I suspect many of us will see them as a call to action. I am inspired to use this material both in my teaching related to communication and negotiation as well as in my personal life. I highly recommend this book to anyone who works with, markets to or has relationships with other people!