LEADER 05046nam 2200721 450 001 9910453263903321 005 20200520144314.0 010 $a1-118-85958-8 010 $a1-118-85931-6 035 $a(CKB)2550000001272922 035 $a(EBL)1656381 035 $a(SSID)ssj0001179953 035 $a(PQKBManifestationID)11639720 035 $a(PQKBTitleCode)TC0001179953 035 $a(PQKBWorkID)11185802 035 $a(PQKB)10393483 035 $a(MiAaPQ)EBC1656381 035 $a(DLC) 2014004804 035 $a(CaSebORM)9781118647684 035 $a(Au-PeEL)EBL1656381 035 $a(CaPaEBR)ebr10856803 035 $a(CaONFJC)MIL595049 035 $a(OCoLC)869881453 035 $a(EXLCZ)992550000001272922 100 $a20140412h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aDecoding the new consumer mind $ehow and why we shop and buy /$fKit Yarrow ; foreword by Paco Underhill ; Adrian Morgan, cover design 205 $aFirst edition. 210 1$aSan Francisco, California :$cJossey-Bass,$d2014. 210 4$dİ2014 215 $a1 online resource (227 p.) 300 $aIncludes index. 311 $a1-118-64768-8 311 $a1-306-63798-8 320 $aIncludes bibliographical references and index. 327 $aDecoding the New Consumer Mind: How and Why We Shop and Buy; Copyright; Contents; Foreword; Introduction; The New American Consumer; Three Cultural Shifts and Four Marketing Strategies to Meet Them; Part 1: The New Consumer Mind; Chapter 1: Rewired Brains; Technology and Consumer Behavior; Five Psychological Shifts; Innovation Optimism; Consumer Empowerment; Faster Ways of Thinking; Symbol Power; New Ways of Connecting; Chapter 2: Isolation and Individualism; Technology; Surface Appeal; Hello? Hello?; The Fame Game; Living in the Moment vs. Posting the Moment; Emotional Isolation 327 $aTrust and Self-RelianceCommunity Through Commonalities; RUDE!; Self-Protection; Matters of Trust; A New Fairness Equation: In It for Ourselves; Marketing to the Individualist Consumer; Chapter 3: Intensified Emotions; Narcissism; Secret Narcissists; Narcissism Goes Shopping; Narcissism and the Critical Customer; The Marketer's Mini Primer on the Psychology of Stress, Anxiety, and Anger; This Is Your Brain on Stress; Edgy and Anxious; Ticked Off and Angry; Why Consumers are More Emotional; Bad News Is Worse Today-Because of How We Get It 327 $aThe Velocity of Change Makes the World Even More UnpredictableThere Is Such a Thing as Too Much Choice; The Self-Esteem Movement Has Raised Our Expectations; Our Happiness Expectations Are Making Us Unhappy; What the Emotional Consumer Wants; The Allure of the Bargain; The Problem with Traditional Marketing Research; Retail Therapy; The Consumer Call for Change; Part 2: Strategies to Connect with Today's New Consumer; Chapter 4: Technovation; The Path to Purchase Is Paved with Technology; The Technovation Advantage; Big Box Apps; Smartphone and Tablet Assistance; Mobile Checkout 327 $aVirtual StoresBig Data and Technovation; Integrated Shopping: Tear Down Those Walls; The Future of Beauty; Chapter 5: The Real Deal; Using Psychology to Build Consumer Trust; The Rub-Off; Humanizing; Consistency and the Word on Words; Anchoring; A Brand That Does It All; Authenticity; Scarcity; Community; Chapter 6: Involvement; New-School Marketing; The Four C's of Involvement; Champions; Customization; Crowdsourcing; Contests; Chapter 7: Intensity; Breakthrough Messaging; Talk Like Me; Make It About Me; Surprise Me; Shock Me; Easy Does It; Help Me Multitask; Help Me Keep It Simple 327 $aConclusionNotes; Acknowledgments and Gratitude; About the Author; Index; More from Wiley 330 $aA 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 tra 606 $aConsumer behavior 606 $aConsumers$xPsychology 606 $aConsumption (Economics)$xPsychological aspects 608 $aElectronic books. 615 0$aConsumer behavior. 615 0$aConsumers$xPsychology. 615 0$aConsumption (Economics)$xPsychological aspects. 676 $a339.4/7019 700 $aYarrow$b Kit$f1958-$0927815 702 $aUnderhill$b Paco 702 $aMorgan$b Adrian$f1958- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910453263903321 996 $aDecoding the new consumer mind$92084528 997 $aUNINA