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

Author:Kit Yarrow
Language: eng
Format: mobi
ISBN: 9781118859582
Publisher: Wiley
Published: 2014-03-17T18:30:00+00:00

They are more prone to inertia—buying the same thing without thinking, or not buying at all.

They rely more heavily on trusted experts, such as bloggers, cooking programs, friends, or favorite stores to curate and whittle down what they consider to be excessive options. They gravitate toward smaller pools of options and appreciate help getting there.

They are more likely to rationalize impulsive purchases.

They are less deliberate in their decision making and rely more on in-store feelings and symbolic cues to make decisions.

They are highly sensitive to complexity—if it’s not simple, they’re not buying. Likewise, they feel grateful and are loyal to brands and retailers that organize and simplify the buying process.

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