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Decoding the New Consumer Mind: How and Why We Shop and Buy, by Kit Yarrow
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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.
- Sales Rank: #48910 in Books
- Brand: Yarrow, Kit/ Underhill, Paco (FRW)
- Published on: 2014-03-31
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .95" w x 6.45" l, .0 pounds
- Binding: Hardcover
- 224 pages
Review
“In the world of shopping, Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going and showing how individuals and companies can advance their offerings as well as their bottom lines.”
—from the foreword by Paco Underhill, CEO, Envirosell, and author, Why We Buy
“When I read ‘the past is no longer prologue’ in the opening chapter, I knew Kit Yarrow was on to something. Flexibility is more important than strategies grounded in past consumer experience. Kit illustrates this with fine research and stories of real people coping in our world of overload, overindulgence, and isolation. A must-read if you are a marketer, a retailer, a manufacturer, or a consumer trying to understand how the rules have changed.”
—Peter Stringham, chairman and CEO, Young & Rubicam Group
“The pace of change at retail is breathtaking and nowhere is that more evident than in ecommerce. Kit’s emphasis on the major drivers of this change, including the need for authenticity, continuous innovation, and building community, is right on the money. Decoding the New Consumer Mind is full of great insights, fascinating cases, and actionable ideas.”
—Susan Feldman, cofounder and chief merchandising officer, One Kings Lane
“Yarrow’s concept of the radical individualism of consumers is inspiring but challenging. Her solution of promoting trust through connection is absolutely on target.”
—Richard Edelman, president and CEO, Edelman
“Kit digs deeply into how and why people shop, perfectly putting into perspective how time has changed today’s shopper and how retailers must adjust to those changes. Decoding the New Consumer Mind is entertaining, insightful, and chock-full of recommendations for retailers.”
—Matthew Shay, president and CEO, National Retail Federation
“Kit brings a unique combination of academic prowess and keen contemporary insight to all her work. With her trademark frankness and humor, she documents three major psychological shifts that have profoundly impacted how consumers shop and buy. Decoding the New Consumer Mind is an absolute must-read for any business that intends on thriving in the new consumer reality.”
—Doug Stephens, founder, Retail Prophet, and author, The Retail Revival
From the Inside Flap
“In the world of shopping, Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going and showing how individuals and companies can advance their offerings as well as their bottom lines.”
—from the foreword by PACO UNDERHILL, CEO, Envirosell, and author, Why We Buy
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.
From the Back Cover
Praise for Decoding the New Consumer Mind
“When I read ‘the past is no longer prologue’ in the opening chapter, I knew Kit Yarrow was on to something. Flexibility is more important than strategies grounded in past consumer experience. Kit illustrates this with fine research and stories of real people coping in our world of overload, overindulgence, and isolation. A must-read if you are a marketer, a retailer, a manufacturer, or a consumer trying to understand how the rules have changed.”
—Peter Stringham, chairman and CEO, Young & Rubicam Group
“The pace of change at retail is breathtaking and nowhere is that more evident than in ecommerce. Kit’s emphasis on the major drivers of this change, including the need for authenticity, continuous innovation, and building community, is right on the money. Decoding the New Consumer Mind is full of great insights, fascinating cases, and actionable ideas.”
—Susan Feldman, cofounder and chief merchandising officer, One Kings Lane
“Yarrow’s concept of the radical individualism of consumers is inspiring but challenging. Her solution of promoting trust through connection is absolutely on target.”
—Richard Edelman, president and CEO, Edelman
“Kit digs deeply into how and why people shop, perfectly putting into perspective how time has changed today’s shopper and how retailers must adjust to those changes. Decoding the New Consumer Mind is entertaining, insightful, and chock-full of recommendations for retailers.”
—Matthew Shay, president and CEO, National Retail Federation
“Kit brings a unique combination of academic prowess and keen contemporary insight to all her work. With her trademark frankness and humor, she documents three major psychological shifts that have profoundly impacted how consumers shop and buy. Decoding the New Consumer Mind is an absolute must-read for any business that intends on thriving in the new consumer reality.”
—Doug Stephens, founder, Retail Prophet, and author, The Retail Revival
Most helpful customer reviews
5 of 6 people found the following review helpful.
On the money about getting their money
By Amazon Customer
Some months ago I bought a book called Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond. It was definitely an eye-opener. Paco Underhill went into great detail about how and where we buy. It seems his team spent hours watching customers going around large department stores, looking at this and that, and maybe trying it on, before deciding to buy it.
Unfortunately, we buy less and less in stores and more online. You can't sit at someone's shoulder watching them go through websites and deciding which item is best. That's why Kit Yarrow has made a quantum leap forward in showing what sort of thoughts are going consumer's minds before they click on the fateful "Buy Now" button.
Yarrow interviewed a large number of people, mainly women. Some of the reasons they give for buying something are difficult for me to understand. Her first example is a woman who buys a pair of jeans in a size too small for her. She justifies this action by assessing what she would be able to sell them for, along with other items she has that are not her size.
Being a mere male, and one who is not noticed for his sartorial gait, I find this behavior hard to comprehend, similar to women who meet their friends to shop in the sales. But the most amazing thing I came across was the woman who bought Hermes scarves, decided that they were too expensive, and decided to drop them from her shopping list.
Yarrow points out that all of these consumers can be influenced by actions of the manufacturer. Hermes did this by making a video that the woman saw on their website, and decided that the costs of the manufacturing process were worth the high price. The woman went back to buying a new scarf every six months, and - this is where my jaw dropped - happily paid $275 each time.
My own expenditure on clothes is probably less than $275 a year. Clearly I don't have the income of this woman, nor the need to keep up appearances for work, but I still find that number hard to believe. In fact, I went to the site, and the cost is now over $400. But consumers like this are obviously where the money is.
Yarrow has done an excellent job in decoding the new consumer mind. The book opened my eyes not just to the amount people were waiting to pay, but to the new mindset that governs online selling. Previous books are outdated already, and if you have anything to do with sales you need to read this book.
2 of 2 people found the following review helpful.
One of the best marketing books I've read
By Marty Neumeier
Marketing psychologist Kit Yarrow explains how technology has rewired our brains, making us more individualistic, isolated, emotional, and distrustful. This is not a pessimistic book, however—it's a practical guide to addressing customers' desires and insecurities in a time of deep cultural shifts. Not only has she done her homework, she presents the results with lightness and clarity. One of the best marketing books I've read.
2 of 2 people found the following review helpful.
HANDS DOWN BEST MARKETING PSYCHOLOGY BOOK of 2015
By Graham Gibson
HANDS DOWN the BEST Marketing Psychology book I've ever read! I've been preaching the same concepts in this book for years. It's nice to finally see them all confirmed by such a well written author like Kit! We are ALL emotional buyers!!
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