Wiley India Pvt Ltd
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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 consumers-driving profit and success across the organization.
Part One: The New Consumer Mind
2.Isolation and Individualism
Part Two: Strategies to connect with todays New consumer
5.The Real Deal
About the Author: Kit Yarrow
Kit Yarrow is a business consultant to major companies, a popular blogger, and an award-winning consumer research scholarYarrow chairs the Psychology Department of Golden Gate University, where she has a joint appointment as a professor of psychology and marketingShe is the coauthor of Gen BuY