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.
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My wife and I enjoy listening to audio books as we drive to & from work each day which allows us to get through a lot more books than if we were to just read print or e-versions. because of this we only listened to this audio book.
Its tough to single out one moment, but some of my favorite are: Product bundling effects, creating the allure without the discount, and four ways to promote using customers.
I can drive at the same time.
There were several bookmark moments where I knew I needed implement a similar strategy or tactic.
I think a lot of business owners could benefit (far more than the cost of this book) by simply listening to it and using some of the strategies Kit discusses.
- Greg Freeman