Decoding the New Consumer Mind: How and Why We Shop and Buy

Decoding the New Consumer Mind: How and Why We Shop and Buy

by Kit Yarrow


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Product Details

ISBN-13: 9781118647684
Publisher: Wiley
Publication date: 03/31/2014
Pages: 224
Sales rank: 398,567
Product dimensions: 6.20(w) x 9.00(h) x 0.90(d)

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.

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Table of Contents

Foreword by Paco Underhilll ix

Introduction 1

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

Conclusion 177

Notes 179

Acknowledgments and Gratitude 199

About the Author 203

Index 205

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Decoding the New Consumer Mind: How and Why We Shop and Buy 5 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago
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!