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.