Fascinating and terrifying in equal parts, Decoding the New Consumer Mind reveals how we’ve been moulded by the commercial world over the last ten years. This book teaches marketers how to manipulate us – a vital read if you want to rise above their strategies. A decade of swift and stunning change has profoundly affected the psychology of how, when and why we shop and buy. In this book, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviours 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. 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. Armed with Yarrow's strategies, marketers will be able to connect more effectively with consumers – driving profit and success across the organization.