Decoding the New Consumer Mind (Hardcover)
Language: English
Published by John Wiley & Sons Inc, New York, 2014
- First Edition
- Hardcover
- New
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Add to basketItem description from seller
Hardcover. 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 consumers needs and preferences front and center; and deliver the most emotionally intense, yet uncomplicated, experience possible. Armed with Yarrows strategies, marketers will be able to connect more effectively with consumersdriving profit and success across the organization. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.…
Seller Inventory # 9781118647684
- Title
- Decoding the New Consumer Mind (Hardcover)
- Author
- Kit Yarrow
- Publisher
- John Wiley & Sons Inc, New York
- Publication year
- 2014
- Condition
- new
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1118647688
- ISBN 13
- 9781118647684
- Edition
- 1st Edition
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.
"Synopsis" may belong to another edition of this title.
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.
"About the title" may belong to another edition of this title.
Grand Eagle Retail
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