Decoding the New Consumer Mind E-Book

Kit Yarrow

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 309

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Contents

Foreword

Introduction

Part One: The New Consumer Mind

Chapter 1: Rewired Brains

Technology and Consumer Behavior

Five Psychological Shifts

Chapter 2: Isolation and Individualism

Technology

Emotional Isolation

Self-Protection

Marketing to the Individualist Consumer

Chapter 3: Intensified Emotions

Narcissism

The Marketer’s Mini Primer on the Psychology of Stress, Anxiety, and Anger

Why Consumers Are More Emotional

What the Emotional Consumer Wants

Part Two: Strategies to Connect with Today’s New Consumer

Chapter 4: Technovation

The Path to Purchase is Paved with Technology

The Technovation Advantage

Big Data and Technovation

Integrated Shopping: Tear Down those Walls

The Future of Beauty

Chapter 5: The Real Deal

Using Psychology to Build Consumer Trust

A Brand that Does it All

Chapter 6: Involvement

New-School Marketing

The four C’s of Involvement

Chapter 7: Intensity

Breakthrough Messaging

Easy Does it

Conclusion

Acknowledgments and Gratitude

About the Author

Index

More from Wiley

End User License Agreement

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Guide

Cover

Table of Contents

Begin Reading

Decoding the New Consumer Mind

How and Why We Shop and Buy

Kit Yarrow

Foreword by Paco Underhill

Cover design by Adrian Morgan

Cover image © Shutterstock

Copyright © 2014 by Kit Yarrow. All rights reserved.

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Cataloging-in-Publication data on file with the Library of Congress.

ISBN 978-1-118-64768-4 (cloth); 978-1-118-85958-2 (ebk); 978-1-118-85931-5 (ebk)

To my heartthrob and my hero, Russ

Foreword

Within the first few minutes of meeting Kit, you would never guess who she is and what she does. You would just feel comfortable, and that’s part of how she uncovers shocking realities. Whether at a White House dinner or hanging out at her local hair salon, she has a passion for trying to make sense of the world, the people in it, and the mysteries of psychology and buying behavior. Mostly, Kit just knows.

Kit is a psychologist and professor who lectures to students and professional audiences all over the world. Her work combines academic knowledge and practical wisdom, and what makes her a good researcher is her compassion. Social science is based on emotion, and social scientists understand that truth can be transitory, unlike other fields such as physics, where reality is based on math. Kit’s quest for order is about both the knowledge and the person, and she is good listener.

In the world of shopping, Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going and showing how individuals and companies can advance their offerings as well as their bottom lines. On the heels of her first book, Gen BuY, Kit takes us deeper into the world of contemporary consumption—why it matters and who can benefit. The retail landscape is going to change more in the next five years than it has in the previous fifty. The nature of competition has changed drastically, and this book explains how merchants and marketers, who are struggling to keep up with the new world order, can leap forward if they have the correct tools.

The digital revolution, combined with the threat of downward mobility across the First World, is accelerating this evolution. While some of us are doing just fine, a frighteningly high percentage of Americans have been marginalized as wages have stagnated, costs are increasing, and we are forced to save where we can. We can divide our society by those who have climbed the house wall and those who are struggling. At age sixty-one, I could not afford to buy the home I now live in if I had to buy it today.

In 2014, we also have intruders in our wallets, and being connected via the web, smartphones, and other technological platforms has joined Maslow’s Hierarchy of Needs. We’ll feed our kids generic pasta and abandon our cars before we stop paying our mobile phone bills. Moreover, so many of our identities and emotional structures are in transition. According to census data, fewer than a quarter of American households have a mother, father, and dependent child, and the number of households where the female is the dominant breadwinner is rising.

We know that collecting data in the twenty-first century is easy. Figuring out what it means is the tough part. Decoding the New Consumer Mind draws on an enormous amount of thought and analysis. I am flabbergasted at the range of studies, books, and white papers that Kit cites, not to mention her own research. In an old-fashioned world, I can see her at the dining room table sorting index cards like a graduate student writing her thesis, but I am sure she has a better way. This volume is evidence of it.

Paco Underhill

CEO, Envirosell, and author, Why We Buy

Introduction

Janine is a thirty-five-year-old high school teacher from Atlanta, and she just purchased a pair of jeans that she’s unlikely to wear. If Janine’s pattern holds true, they’ll sit on her “jeans shelf” for a few months until they assume their final resting place: a box under her bed along with another pair of jeans, black dress slacks, a floral bustier, and a stretchy black blazer—all unworn and all still too small for Janine. A year from now they’ll be resurrected and, along with the other unworn goodies, sold on eBay for a fraction of what Janine paid.

Janine isn’t the first woman to buy something for a future weight—that’s been a constant throughout the history of modern shopping. What’s different is nearly everything about why Janine chose that particular pair of jeans; how and when she bought them; her relationship with the retailer that sold them to her; and what she’ll do with those jeans in a year.