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

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

4.85 95,291 ratings · 6,447 reviews
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Overview: Most businesspeople are well aware that marketing has changed dramatically in recent years. For many, this shift is mainly about different ways to market--through social media, online engagement, and so on. But beyond the new tools available to businesses today, there have also been sweeping changes to how consumers behave in the retail environment, and what underlies our decisions as consumers. How can marketers understand--and profit from--these shifts in how we buy?DECODING THE CONSUMER MIND provides retail marketers with an action plan based on new psychological insights about how, when and why today's radically different consumer shops and buys. A trifecta of socio-cultural trends has forever altered the psyche of the American consumer--and understanding these 3 significant shifts is critical for any marketer to understand. Based on her extensive research, consumer expert Kit Yarrow classifies the changes as follow: ANXIETY: Diagnosed anxiety disorders have increased 1,200% since 1980. A 1994 survey of randomly selected households found 15% of American had experienced elevated anxiety the previous year. In 2009 that number rose to 49.5%. This has numerous implications for how consumers buy, explaining our love of the ratings and reviews of other shoppers; the mental relief and distraction of online shopping, and why people are more responsive to brands that demonstrate emotional benefits than those who tout product characteristics."THE NEW INDIVIDUALISM" A more "me"-oriented society increasingly uses brands, retailers, and shopping strategies as a way to connect with others. Awash with choices and unfettered by the social rules that provided guard rails in previous decades, today's consumers are more individualistic and more likely to use what they buy and how they shop as a way to communicate and bond with others. This trend explains why "Pick Your Favorite" campaigns on Facebook have an astonishing 27% response rate, why Etsy is so successful, and much more.REWIRED BRAINS: Because of our rampant technology use, we literally think differently now, a shift that has broad implications for retail. As a society that "views" more than it reads, we want everything faster, get bored more easily and gravitate more toward the quick takeaways of symbolic communication. For example, on eBay, merchandise displayed on red backgrounds receives higher bids than similar merchandise shown on blue backgrounds; and trends have given way to "trending."Grounded in Yarrow's award-winning research on consumer psychology, DECODING THE CONSUMER MIND provides rich examples of these shifts in action in the marketing strategies and consumer behavior seen by major firms and brands, many of whom are Yarrow's clients, including: Kleenex, Desigual, Kraft Foods, eBay, Hershey's, and many more. For any marketer hoping to profit from the transformed consumer brain, DECODING THE CONSUMER MIND is essential reading.

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ISBN
69668802
Publication date
January 1, 2014
Pages
N/A pages
Reading Options
PDF · EPUB · Mobi
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Kit Yarrow
About the Author
Kit Yarrow
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Kit Yarrow is a writer and avid reader based in the Pacific Northwest. Before pursuing writing full-time, they spent over a decade working in education. When not working on their next book, Kit Yarrow can usually be found hiking with their dog or trying out new coffee shops in their neighborhood.

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Such a rich narrative. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem.
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Exceeded all my expectations. The prose is exquisite. It’s accessible yet undeniably sophisticated. I am now a lifelong fan of this author.
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Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. An effortless 5 stars.
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A profoundly satisfying read. The prose is exquisite. It’s accessible yet undeniably sophisticated. An effortless 5 stars.
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I was completely blown away. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author.
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I was completely blown away. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. Worth every moment spent reading.
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Exceeded all my expectations. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An effortless 5 stars.
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Honestly one of the most premium reading experiences lately. I became deeply invested in the protagonist's journey. A masterclass in storytelling. Worth every moment spent reading.
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Masterpiece from start to finish. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I will undoubtedly revisit this masterpiece.
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Masterpiece from start to finish. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars.
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Honestly one of the most premium reading experiences lately. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading.
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Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading.
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I was completely blown away. The author orchestrated a breathtaking finale. Truly a work of art. I will undoubtedly revisit this masterpiece.
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Sharon Martinez
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Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. A true literary gem.
Margaret Anderson
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I was completely blown away. The prose is exquisite. It’s accessible yet undeniably sophisticated. I am now a lifelong fan of this author.
Charles Gonzalez
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Honestly one of the most premium reading experiences lately. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I am now a lifelong fan of this author.
Kenneth Perez
Kenneth Perez December 12, 2025
Honestly one of the most premium reading experiences lately. The prose is exquisite. It’s accessible yet undeniably sophisticated. An effortless 5 stars.
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Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading.
Kevin Thompson
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A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre.
Matthew Sanchez
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I thoroughly enjoyed the elegance of it. The middle had a deliberate pace, but the climax was phenomenal. A wonderful companion for a quiet weekend.
Donna Mitchell
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A highly sophisticated read. The middle had a deliberate pace, but the climax was phenomenal. A very distinguished novel.
Robert Martin
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Honestly one of the most premium reading experiences lately. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre.
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Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. An absolute must-read for connoisseurs of the genre.
Amanda Ramirez
Amanda Ramirez June 04, 2025
An acceptable diversion. It possessed moments of brilliance, but the narrative felt slightly disjointed ultimately. Perhaps more aligned with a different audience's tastes.
Laura Perez
Laura Perez March 09, 2025
A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre.
Donna Ramirez
Donna Ramirez December 28, 2024
It was adequate. Certain acts were fascinating, while others felt like a slight endeavor to complete. Perhaps more aligned with a different audience's tastes.
Susan King
Susan King June 30, 2024
A highly sophisticated read. It held my rapt attention, even when certain twists were telegraphed. A solid 4 stars from me.
Ryan Nguyen
Ryan Nguyen July 13, 2024
Masterpiece from start to finish. The author orchestrated a breathtaking finale. Truly a work of art. An absolute must-read for connoisseurs of the genre.
Nancy Baker
Nancy Baker May 21, 2025
Excellent, though slightly flawed. The protagonist was compelling, though some subplots felt slightly overshadowed. A solid 4 stars from me.
Daniel Collins
Daniel Collins January 07, 2024
Excellent, though slightly flawed. A brilliant concept executed with flair. Just a few pacing choices I would change. I would highly recommend this to discerning readers.
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