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Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going, and showing how individuals and companies can advance their offerings as well as their bottom lines.”

From the Foreword by Paco Underhill,
Best-Selling Author of Why We Buy

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

Award-winning consumer psychologist, Kit Yarrow, takes marketers on a tip-filled, guided tour of the radically revised minds and hearts of today’s consumers

A decade of swift and stunning change has profoundly affected our psychology, and consequently how, when and why we shop and buy. In Decoding the New Consumer MindYarrow illuminates the impact of three major socio-cultural shifts on the psychology of shoppers and describes four strategic adjustments that businesses need to make to succeed and connect with today’s transformed consumer.

Culled from hundreds of ethnographies and interviews, Yarrow shares surprising insights about the motivations and behaviors of today’s shoppers and takes 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. The findings in the book are brought to life by the voices of the consumers that Yarrow interviewed and recommendations are enhanced by cases, examples and interviews with experts.

GenBuy

Gen BuY:
How Tweens, Teens and Twenty-Somethings are Revolutionizing Retail

The marketer’s guide to the psychology of today’s most influential generation of consumers.

Yarrow, consumer psychologist, and O’Donnell, a USA Today reporter, explore the buying habits and influence of Generation Y, those born between 1978 and 2000, arguing that this cohort has become the nation’s tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations of these powerful consumers. They show how societal shifts contributed to a generation that’s strongly connected to shopping; they also present Gen Y’s unique, often gendered, buying behaviors. Of particular interest is the chapter on what savvy marketers are doing to harness this group’s incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Publisher’s Weekly Review)