DECODING THE NEW CONSUMER MIND

By KIT YARROW

SKU: 9788126550258

Availability: In stock

Regular Price: Rs. 599.00

Special Price Rs. 539.00

You Save: Rs. 60

Sample content of the static block - primary column bottom.

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. Table of Contents : Part One The New Consumer MInd1 Rewired Brains 2 Isolation and Individualism 3 Intensified Emotions Part Two Strategies to connect with today's New consumer4 Technovation 5 The Real Deal 6 Involvement 7 Intensity About the Author : Kit Yarrow is a business consultant to major companies, a popular blogger, and an award-winning consumer research scholarYarrow chairs the Psychology Department of Golden Gate University, where she has a joint appointment as a professor of psychology and marketingShe is the coauthor of Gen BuY (Jossey-Bass, 2009). Find her online at kityarrow.com and @genbuy.

Details

Details

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. Table of Contents : Part One The New Consumer MInd1 Rewired Brains 2 Isolation and Individualism 3 Intensified Emotions Part Two Strategies to connect with today's New consumer4 Technovation 5 The Real Deal 6 Involvement 7 Intensity About the Author : Kit Yarrow is a business consultant to major companies, a popular blogger, and an award-winning consumer research scholarYarrow chairs the Psychology Department of Golden Gate University, where she has a joint appointment as a professor of psychology and marketingShe is the coauthor of Gen BuY (Jossey-Bass, 2009). Find her online at kityarrow.com and @genbuy.

Additional Info

Additional Info

Author KIT YARROW
ISBN 9788126550258
Publisher Wiley
Year of Publication 2014

Reviews

Write Your Own Review

You're reviewing: DECODING THE NEW CONSUMER MIND

Tags

Tags

Use spaces to separate tags. Use single quotes (') for phrases.