Decoding the New Consumer Mind: How and Why We Shop and Buy
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.
confidence in newspapers, the criminal justice system, public schools, the U.S. Supreme Court, the presidency, the medical system, and churches or organized religion.32 When asked, “Which of these industries do you think are generally honest and trustworthy—so that you normally believe a statement by a company in that industry?” fewer than 20 percent of Americans answered positively for the following industries: computer companies, utilities, packaged food companies, life insurance companies,
genuine competitive advantage in today’s fast-paced world. That’s what I hope this book will give you: a readiness and agility in responding to change, informed by a deep understanding of the desires, motivations, habits, and buying triggers of today’s new consumer. Insight into the psychology of customers is the foundation of both authentic, adaptable strategies and accelerated tactical decision making. It frees marketers from the tyranny of chasing after copycat tactics. THREE CULTURAL
brands, found products in the store to be less valuable, and spent less time in the store.36 Incidentally, consumers respond favorably to intentional touches from store employees. In another study, shoppers discounted the value of new, unworn shirts based on the faulty belief that the shirt had been touched by another shopper. In the study, participants were instructed to try on a $20 shirt. Some participants were directed to a shirt displayed on a regular sales rack; those people rated the
dresses,” he said. Shopping can be a rich source of mental preparation. As people shop, they’re naturally visualizing how they’ll use the products they’re considering, and in doing so they’re also visualizing their new life. And as many athletes will attest, visualization is a performance booster and anxiety reducer. It’s no wonder then that two of the most shopping-intensive times of our lives are also two of life’s greatest transitions: getting married and having a baby. The purchases
Emotional consumer wants: the allure of the bargain; call for change and more control; how traditional marketing research fails to identify; retail therapy Emotional consumers: anger driving; anxiety driving; narcissism driving; reasons for increase of; stress driving; what they want. See also Consumers Emotional development: declining rates of close friendship and; how technology-enabled multitasking impacts; need to connect as part of Emotional isolation: craving for fame and; declining