# Decoding the New Consumer Mind - Hardcover

by **Kit Yarrow** (Author)

**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.

### Front Jacket

**"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.

### Back Jacket

**Decoding the New Consumer Mind**

**"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.

### Author Biography

**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.

**Number of Pages:** 224

**Dimensions:** 0.85 x 9.13 x 6.3 IN

**Publication Date:** March 31, 2014

## Details

- **Price:** 27.0 USD
- **Vendor:** Books by splitShops
- **Type:** Books
- **Tags:** Books by splitShops, Shopify Collective

## Variants

| Variant | Price | Available |
|---------|-------|-----------|
| Default Title | 27.00 USD | In stock |

## Images

- Decoding the New Consumer Mind - Hardcover

---

> Source: [Smart supply deals](https://smartsupplydeals.com/products/decoding-the-new-consumer-mind-hardcover)
> Updated: 2026-07-23