News, Blogs, & Insights
As a research scholar, writer and consultant, Kit's an active contributor to dialogs on consumer trends, Generation Y, behavioral economics and the psychology of shopping. This page features a sample of her recent blogs, articles and media mentions.
Articles and Blogs
Time
Worst. Gift. Ever. The 6 Kinds of Gifts You Should Never Give
What messages are being sent by the gifts you pick?
As a consumer psychologist, I’ve gotten to speak to countless people about the worst gifts they’ve ever received, and their answers can be grouped into six categories.
The Huffington Post
How Technology is Changing What We Eat
Not so much because it's changed the way we cook, but because it's changed who we are, how we think and opened up a world of options.
If you're old enough to have watched The Jetson's, the first moon landing or Lost in Space you've always known that technology would impact what you ate for dinner.
The Wall Street Journal
Even Shopping Pros Make Mistakes
Even the experts get tripped up by shopping mishaps: overbuying, procrastination, impulsive purchasing and falling prey to promotions
Shopping is full of "coulda, shoulda, woulda." As in, "I could have gotten it for less if I'd waited," "I should have bought it last week, now it's sold out," or "I would have bought a gift card if I'd known it would cost this much to mail it." It seems like people have to be retail experts to get through the holiday shopping season without regrets.
Psychology Today
This is Your Brain on Shopping
When you're shopping, you're the subject of a multi-pronged sensory campaign.
A peek in the recesses of our closet and cabinets is proof of our fallibility. Who among us hasn’t thought to themselves, “what was I thinking when I bought that?” Most likely you weren’t thinking. Or at least not as clearly as usual. The fact is that nearly every shopper is influenced by environmental cues they are never aware of.
Media Mentions
Below is a sample of recent newspaper and magazine articles featuring quotes from Kit and recent television and radio interviews with Kit.
Pairing of Two Big Brands Can Give a Boost to Both
Houston Chronicle | 5/8/13
49ers Reach Stadium Naming Rights Deal With Levi's
ABC - 7 | 5/8/13
Is the Gestation Stall Ban Movement Just a Fad, or a Trend
The Western Producer 5/7/13
Invitations to Prom Become Stunts
Washington Examiner 5/4/13
Emotional Highs From Cheap Thrills
The Spectator | 5/4/13
Protective Packaging Has Made Food Tampering Cases Rare
KTVU - Fox 2 | 4/30/13
JCPenney Smacks Into Shoppers' Psyches
Consumer Reports' ShopSmart | 4/4/13
Main Street | 4/1/13
3 Quirky Ways Smartphones Are Changing How We Shop
TIME | 3/29/13
Tax Season Math: Debt + Refund = Mistake
US News | 3/22/13
CNN | 3/22/13
Wall Street Journal | 3/18/13
10 Things the Oscars Won't Say
MarketWatch | 2/22/13
Romance Scams Bloom Around Valentine's Day
USA Today | 2/13/13
Valentine's Day Gone to the Dogs
KTVU Fox 2 | 2/13/13
American Express Buy With a Tweet
KCBS | 2/12/13
Roses Get Supersized for Valentine's Day
USA Today | 2/11/13
Why Consumers Just Don't Feel the Love on Valentine's Day
TIME | 2/11/13
Loving Their Drive Time
Houston Chronicle | 1/26/13
Leading Edge, Not Just Luxury
Houston Chronicle | 1/24/13
An Innovative Way to Face Retirement
U.S. News | 1/15/13
Products Men Are Too Ashamed to Buy at the Store
Marketwatch | 1/12/13
Artificial Christmas Tree Sales On The Grow
USA Today | 11/29/12
Avoid These 5 Holiday Spending Mistakes
Yahoo! Finance | 11/28/12
This is Your Brain on Black Friday Shopping
Time Magazine | 11/23/12
Turkey Takes a Back Seat to Bargains
Washington Post | 11/23/12
Trying for a More Upscale, Relaxed Black Friday
Wall Street Journal | 11/14/12
How Retailers Trick You Into Spending More
Yahoo! Financially Fit | 11/13/12
New York Times | 11/11/12
Confident Consumer: Find Deals Before Black Friday
USA Today | 11/8/12
KTVU Special Report: Outlet Malls
KTVU Fox 2 | October 30, 2012
Earnshaw's | October 2012
Why We Spend More and More on Pets
Time's Moneyland | 10/4/12
CBS 5 | 9/28/12
ABC 7 | 9/22/12
USA Today | 9/18/12
Amazon to Start Collecting Sales Tax in California
ABC-7 | 9/12/12
As You Like It: Retailers Explore the Fine Art of Customer Service
Women's Wear Daily | 8/30/12
Teens Hold Off on Back-to-School Shopping
Boston Globe | 8/22/12
Marketing to Millennials: You'd Better Learn to Keep Up
allBusiness | 8/22/12
Selling More Than a Flashy Deal
The New York Times | 7/26/2012
Retailers see Fourth of July Spending Fizzle
USA Today | 7/2/12
Marketers Crank Up the Heat on Summer Stunts
USA Today | 6/28/12
Ad Age | 6/24/12
Billionaires Behind Pom Wonderful Push Back Against FTC Ruling
Los Angeles Times | 6/20/12
Career Coaches Profit off of Struggling Millennials
The Fiscal Times | 6/19/12
Good Morning America | 6/3/12
Enter the Maze: Ikea, Costco, Other Retailers Know How to Get You to Buy More
National Post | 6/1/12
U.S. Apparel, Footwear Spending on Decline
Women's Wear Daily | 5/29/12
Special Report: Developers Making Programs to Draw Info From Social Media Posts
KTVU | 5/16/12
Most Influential Bay Area Women 2012 Honorees
San Francisco Business Times | 4/27/12
How to Guard Yourself From Flash Sales
US News & World Report | 4/24/12
Thanks, Mom! Surveys Show Parents Spending Huge Amounts on Prom
Globe and Mail | 4/24/12
Car Buyers Reacting Different to Gas Price Hike This Time
Houston Chronicle | 4/5/12
Spend Happier: What to Spend Your Money On
Redbook Magazine | April 2012
Be a Quitter: How to Break Your Worst Habits
Ladies Home Journal | April 2012
Maybe Shoppers Don't Want "Fair and Square" Prices After All
Time Magazine | 3/29/12
Is Your Social Media Marketing Campaign a Turn Off?
Inc. | 2/28/12
Gross Ads Disgust Consumers Into Action
USA Today | 2/27/12
Retailers Battle for New Moms' Money
MSN Money | 2/27/12
Adweek | 2/26/12
Walmart holds "Idol"- Style Contest for Small Businesses
USA Today | 1/23/12
Kendall-Jackson President on "Undercover Boss"
San Francisco Chronicle | 1/21/12
KTVU 2 | 12/28/11
Consumer Confidence Index Surges in December
ABC 7 | 12/27/11
Mega Monday Adding Sizzle for Retailers
CBS, The Early Show | 12/26/11
Retailers Court Post-Christmas Shoppers with "Mega Monday" Deals
Fox News | 12/26/11
Holiday Sales and Shopping
CBS Evening News | 12/24/11
Holiday Shopping Tips
KCBS | 12/24/11
More People Using SmartPhones to Shop
ABC 7 | 12/24/11
Classic Gifts Keep Their Place Among High Tech Gadgets
Houston Chronicle | 12/22/11
New York Times | 12/1/11
USA Today | 11/27/11
Mad Shopping: Consumer Psychologist Kit Yarrow Advises
Sacramento Bee | 11/21/11
KGO-TV | 11/21/11
Washington Post | 11/20/11
A Bleak Forecast for Black Friday
Wall St Journal | 11/02/11
Marketplace | 10/31/11
Yahoo Finance | 10/31/11
Sense Discounted: Grabbing a Deal
Chicago Tribune | 10/30/11
Halloween is a Real Treat for Retailers
Houston Chronicle | 10/27/11
AllBusiness | 10/26/11
Holiday Forecasters Have Their Work Cut Out For Them
Chicago Tribune | 10/4/11
Will Bank of America Customers Defect?
The Street | 10/4/11
Fears of a Double Dip Recession
KTUV - Fox 2 | 10/3/11
IPhone 5 Release: Why Do People Care So Much?
International Business Times | 9/29/11
U.S. Retailers Face Generational Shift
Women's Wear Daily | 9/21/11
Netflix Prices Up, Stocks Down
KTVU | 9/16/11
Back to School a Test for Teen Retailers
CBS News | 9/7/11
Economic Uncertainty Feels Like The New Normal
MSNBC.com | 8/9/11
J.C. Penny's Girls' Clothing Still Offends
SmartMoney | 9/7/11
Minyanville | 8/4/11
Stock Market Volitility and Consumer Confidence
KTVU 2 | 8/3/11
Marketplace, NPR | 7/21/11
Houston Chronicle | 7/15/11
Daily Deal Dangers
CBS 5 | 7/14/11
KTVU - Fox 2 | 6/29/11
Buying Habits and the Recession
InfoTrack via Talk Zone Radio | 6/9/11
Rapaport | 6/1/2011
CBS News | 5/23/11
Gas Price Ire
Chicago Tribune | 5/4/11
Ways Your Money Habits Make You Sick
CBS News | 4/1/11
Atlanta Journal/Constitution | 2/18/11
Could You Survive Without a Credit Card?
John Tesh Radio | 2/16/11
KCBS | 2/14/11
Ronn Owens | 2/10/11
Wall Street Journal SmartMoney | 1/29/11
How Your Last Name Affects Shopping
MSN Today Show | 1/26/11
Tiffany Blue, The Color of Money
The Street | 1/19/11
Q&A With Kit Yarrow Consumer Psychologist
JWT Intelligence | 1/5/11
Boston Globe | 1/1/11
Associated Press | 12/10/10
Time | 12/1/10
Businessweek | 11/24/10
Sales Pitches You Can’t Resist
Wall Street Journal | 11/14/10
Marketplace on NPR | 11/4/10
Want to Eat Better? Rearrange Your Fridge
TODAYshow.com | 10/28/10
5-Step Program for Shopaholics
Fox Business | 10/1/10
Kit Yarrow Connect with Generation Y
Marketing Sherpa | 9/16/10
Kit Yarrow Gen Y Traits Come Honestly
MarketPost | 8/6/10
Good Morning America | 7/14/10
Real Estate Indecision is on the Rise
New York Times | 6/9/10
New York Times | 1/31/10
Personal Branding Interview with Kit Yarrow
Personal Branding | 9/7/09
Five Tips to Recession Proof Your Relationship
Good Morning America | 2/15/09
Infrastructure in Jeopardy with Fewer Miles Driven
ABC World News | 7/28/08
Teens (and Their Parents) Spending Hundreds on Prom
CNNMoney | 4/25/13
Prom Spending is on the Rise Again
Associated Press | 4/23/13
New Credit Card Surcharges Offer Opportunities, Challenges
Washington Post | 4/23/13
The Consumerist | 4/19/13
Is Retail Therapy for Real? 5 Ways Shopping is Actually Good for Your
TIME | 4/16/13
JC Penney and What's Behind (Mark) Ups and Downs of Clothing Prices
Marketplace on NPR | 4/9/13
WSJ Podcast "Getting Married" | 3/28/13
Walmart Testing Locker Pickup Sites
CBS-5 | 3/27/13
This is Your Brain on Shopping
Elle Magazine | March, 2013
National Day of Unplugging
KGO-Radio | 3/1/13
10 Things Online Reviewers Won't Say
MarketWatch | 3/1/13
ABC 7 | 2/25/13
Best Buy to Match Any Retailers Price
KTVU Fox 2 | 2/18/13
Maker's Mark Backs Away From Plan to Water Down
CBS 5 | 2/18/13
JC Penney's Returns to Discounting
KCBS | 1/29/13
Superbowl and Social Media
CBS - 5 | 1/29/13
CPUC Holds First Meeting on 628 Area Code
ABC 7 News | 1/7/13
Are You Stuffing Your Own Stocking?
The Washington Post | 12/20/12
Why We Buy Those Crazy Ugly Sweaters
Today.com | 12/16/12
Six Shopping Tactics That Save Time and Avoid Hassles
Consumer Reports | 12/14/12
Tips to Solve All Your Holiday Shopping Problems
Boston Globe | 12/11/12
Self-Gifting: Who's At The Top of Your Holiday Shopping List?
The Globe and Mail | 12/6/12
The Perfect Gift for that Perfect Person: You
Markeplace | 12/3/12
Inside Higher Ed | 10/28/12
Does Your Pet Have a Costume Yet?
MSN Money | 10/26/12
Baltimore Business Journal | 10/26/12
KTVU - Fox 2 | 10/25/12
Season of Giving? Holiday Shopping Hits New Heights of Selfishness with Self-Gifting
Time | 10/19/12
The Kids Are Alright: Healthy BTS Paves Way for Strong Holiday
Women's Wear Daily | 10/18/12
Traditional Stores Increasingly Matching Online Prices
CBS-5 | 10/18/12
If You're Tweeting for Money, Expect to Lose Some Friends
Business Insider | 10/12/12
What Millennial Jewelry Buyers Want
JCK Magzine | September 2012
Love of Driving Lost?
Autoweek Magazine | September 2012
Axe Showerpool Promo Raises Eyebrows
USA Today | 9/17/12
Amazon to Start Collecting Sales Tax in California
ABC 7 | 9/12/12
Is Buying Organic Worth the Cost?
Fox Business | 9/4/12
Sad But True? Shopping Promoted as a Way to Fill a Void
Time | 8/13/12
Axe's Highly Scientific, Totally Outrageous and Totally Irresistable Way of Selling Lust
Fast Company | 8/8/12
Job Report Shows Jobs Added, Unemployment Rises
KTVU, FOX 2 | 8/3/12
Wall Street Journal | 7/22/12
Social Media Firms Shun Traditional Business Practices
KCBS Radio | 7/1612
Dollorama Gets Rolling on Slightly HIgher Prices
Toronto Star | 6/14/12
The Trader Joe's Treasure Hunt
Houston Chronicle | 6/13/12
Wallerstein, Who Gave the World Large Fries at McDonalds Knew How to Size Up the Buying Public
Chicago Tribune | 6/13/12
Marketplace, American Public Radio | 6/8/12
POM Disputes Reading of Judge's Decision in New Ads
USA Today | 5/25/12
Remaking JC Penney Without Coupons
Business Week Magazine | 5/24/12
April Turns Weak for Retailer; Apparel Bucks Trend
Reuters | 5/3/12
Mixing High and Low a New Reality
Women's Wear Daily | 4/29/12
Prom Gets Pricey
CTV Evening News | 4/13/12
The Psychology Behind Prom Spending
CBS News Radio | 4/13/12
USA Today | 4/12/12
Tween Spirit: Post-Recession Tween Shoppers Remain Force at Retail
Women's Wear Daily | 4/10/12
Retailers Have Designs on More Black Fridays
WSJ SmartMoney | 3/24/12
Passing Out Business Cards is Quickly Becoming Passe
Los Angeles Times | 3/15/12
Watch Out for These 10 Sales Tricks
MainStreet | 3/14/12
Psychological Secrets of Gen Y Shoppers
Retail Customer Experience | 3/9/12
Generation Y: Meet the New Financial Decision Makers
Toronto Star | 3/6/12
Strategy | 3/6/12
How Important is a Company's Image to Customers?
The Street | 2/14/12
WWD | 2/13/12
ABC News | 2/10/12
Valentines's Shoppers Spending More This Year
USA Today | 2/10/12
Enough With the Hearts and Flowers Already
Boston Globe | 2/10/12
Valentine's Day: The Other Mother's Day
WSJ SmartMoney | 2/10/12
Gen Y: The Next Generation of Spenders
CRM Magazine | 2/2012
Want Good Customer Service? Put Down the Phone.
Associated Press | 1/11/12
Taste in Spirits Helps Sell Clothing
Houston Chronicle | 1/9/12
Holiday Hangover Means Slow 2012 Start for Stores
Reuters | 1/9/12
Is a Super Bowl Ad Worth $3.5 Million?
KCBS | 1/5/12
Can Companies Still Get Away With New Fees?
The Street | 1/3/12
Consumer Psychology: What Makes for a Good Gift?
Econsultancy | 12/14/11
How to Master Your Holiday Shopping List
US News & World Report | 12/14/11
Shopping Goes Retro in Holiday Season
San Francisco Chronicle | 12/7/11
Gift Giving and Generation Y
Martha Stewart, Morning Living | 12/7/11
How to Avoid 9 Holiday Pitfalls
Boston Globe | 12/7/11
What to Expect From Retailers this Holiday Season
US News & World Report | 12/7/11
Retailers Roll out New Dressing Room Features
CBS 5 | 12/4/11
USA Today | 11/30/11
The Rising Cost of Free Shipping
MSN Money | 11/28/11
ABC - 7 | 11/26/11
Hottest Gifts for the Holidays
Houston Chronicle | 11/24/11
5 Reasons to Skip Black Friday Sales
US News & World Report | 11/22/11
Black Friday Backlash: Early Openings a Blessing and a Curse
CNN Money | 11/15/11
Retailers Face Backlash Over Early Holiday Shopping Season
CBS 5 | 11/15/11
Women's Wear Daily | 11/14/11
Chicago Tribune | 11/13/11
Consumer Watch: Retailers Kick Off Holiday Deals on Thanksgiving
CBS 5 | 11/11/11
Breaking Up With Service Providers is Hard to Do
USA Today | 10/13/11
Despite Economy Consumers Have the Urge to Splurge
CBS News, The Early Show | 9/29/11
Consumer Perception of Debt Rating
KGO TV | 8/6/11
Banned for Buying Too Much at Abercrombie
7 on Your Side ABC7 | 8/5/11
Austerity Now a Tall Order - At Starbucks
Chicogo Tribune | 7/31/11
San Francisco Chronicle | 7/17/11
Retailers May Push Parent's Limits This Back-to-School Season
Wall Street Journal | 7/14/11
Christian Science Monitor | 7/11/11
10 Ways Cutting-Edge Marketing Can Lead to Better Service
BNET, CBS | 6/1/11
The Monthly | May 2011
Kit Yarrow on Marketing to Gen Y
DishyMix Radio | May 2011
To DIY or Not to DIY Your Taxes
Marketplace | 4/8/11
Ad Age | 2/13/11
Forbes 1/27/11
JWT Intelligence | 1/21/11
How the Internet Affects the Oscars
Variety | 1/14/11
Why People Don’t Return Things
Time | 1/3/11
Holiday Shopping Tips from an Expert
US News & World Report | 12/3/10
How to Spot Fake Online Reviews
Real Simple Magazine | 12/2010
Associated Press | 11/19/10
Tap Into the Lucrative Tween Market
MSN Business | 11/3/10
Marketplace on NPR | 10/19/10
Department Stores and Generation Y
Los Angeles Times | 9/17/10
AARP Bulletin | 9/1/10
The Post-Crisis Gen Y Consumer
RetailWire BrainTrust Query | 8/2/10
Good Housekeeping | 7/20/10
New York Times | 4/14/10
Q & A with Kit Yarrow on Gen Y
US News & World Report | 9/21/09
Luster Fading from Last Gilded Age
ABC World News | 3/8/09
Why ‘Sorry’ Isn’t in Many CEOs’ Vocabularies
USA Today | 10/20/08
A Marketing Battle of Needs vs Wants
Marketplace on NPR | 11/12/07
