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

Acknowledgments and Gratitude

I sign my notes to my husband (Russ Yarrow) “WLG,” an abbreviation for “world's luckiest girl.” While writing this book, I realized I was even luckier than I knew. Russ is a former newspaper editor, and his encouragement and suggestions on my work were invaluable. With or without the bonus of his great writing skills, I am grateful every day to be married to Russ. He is the finest man I've ever known.

My sister, Diana Dykstra, is my lifelong best friend. Her quiet strength, fierce protectiveness, and wacky sense of humor are part of what makes her the anchor in my life.

I'm grateful to my mother, Laura Faller, a former math teacher, for showing me the joy of learning. She has more interests, more enthusiasm, and ...