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

About the Author

Kit Yarrow, PhD, is an award-winning consumer research psychologist, professor, consultant, and keynote speaker. Her home base is Golden Gate University, where she chairs the Psychology Department and is a jointly appointed professor of both psychology and marketing. Kit's unique ability to apply clinical psychology to the field of behavioral economics has won her four endowed research professorships and recognition as the 2012 Outstanding Scholar of Golden Gate University.

Kit shares her findings and analysis in her blogs and articles for TIME and Psychology Today. She is also the coauthor of Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail (Jossey-Bass, 2009). As a widely recognized authority on ...