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Decoding the New Consumer Mind: How and Why We Shop
and Buy
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Hardcover: 224 pages Publisher: Jossey-Bass; 1 edition (March 31, 2014) Language: English ISBN-10:
1118647688 ISBN-13: 978-1118647684 Product Dimensions: 6.2 x 0.8 x 9.1 inches Shipping Weight: 14.1
ounces (View shipping rates and policies)
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Book Description
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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