SOURCE: Golden Gate University

Golden Gate University

April 24, 2014 10:56 ET

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

Award-Winning Consumer Psychologist and GGU Professor Discusses Her New Book

SAN FRANCISCO, CA--(Marketwired - Apr 24, 2014) - Award-winning, nationally recognized consumer research psychologist and Golden Gate University Professor Dr. Kit Yarrow shares surprising consumer insights from her new book, Decoding the New Consumer Mind: How and Why We Shop and Buy at a book signing and reception at Golden Gate University (GGU), Wednesday, May 8, 5:30 p.m. 

Dr. Yarrow's second book exposes and explains the new motivations and behaviors of today's shopper and takes 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 interview and shop-alongs, Dr. Yarrow reveals the trends that define today's transformed behavior.

Decoding the New Consumer Mind: How and Why We Shop and Buy (Jossey-Bass; March 2014; $27) will be available for purchase at the event. This event is free, but registration is required at http://tinyurl.com/15thqo2

About Golden Gate University
GGU, a private nonprofit, has been helping adults achieve their professional goals by providing undergraduate and graduate education in accounting, law, taxation, business and related areas for more than 113 years. GGU is accredited by the American Bar Association (ABA) and the Western Association of Schools and Colleges (WASC).

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