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Yarrow, Kit

Decoding the New Consumer Mind: How and Why We Shop and Buy

Yarrow, Kit - Decoding the New Consumer Mind: How and Why We Shop and Buy, ebook

26,80€

Ebook, PDF with Adobe DRM
ISBN: 9781118859315
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Printing67 pages with an additional page accrued every 11 hours, capped at 67 pages
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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.

Keywords: General & Introductory Business & Management

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2014
Language
en
Edition
1
Page amount
224 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9781118859315
Printed ISBN
9781118647684

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