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Summary:

"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." -- Publisher's description.

Table of Contents:

• Machine generated contents note: pt. ONE NEW CONSUMER MIND
• 1. Rewired Brains
• 2. Isolation and Individualism
• 3. Intensified Emotions
• pt. TWO STRATEGIES TO CONNECT WITH TODAY'S NEW CONSUMER
• 4. Technovation
• 5. Real Deal
• 6. Involvement
• 7. Intensity.

Author/Creator:

Yarrow, Kit, 1958-

Languages:

English

Language Notes:

Item content: English

Main Work:

Decoding the new consumer mind: how and why we shop and buy [by Yarrow, K.]

Other Related Resources:

Online version: Decoding the new consumer mind [by Yarrow, K.] (First edition; San Francisco, CA : Jossey-Bass, [2014] — ISBN 9781118859315; LCCN 2014004804)

Subjects:

Consumer behavior

Consumers — Psychology

Consumption (Economics) — Psychological aspects

Consumers

Consumption (Economics)

General Notes:

Includes bibliographical references (pages 179-197) and index.
Description based on print version record.

Physical Description:

1 online resource

Digital Characteristics:

text file

Call Numbers:

HF5415.32 .Y37 2014eb

ISBNs:

9781118859315 (electronic bk.)
1118859316 (electronic bk.)
9781118647684 (cloth) [Invalid]
1118647688 (cloth) [Invalid]

Other Standard Numbers:

[Unknown Type]: 40023529844

OCLC Numbers:

869881453

Other Control Numbers:

752667 (source: EbpS)
[Unknown Type]: ybp11751018