Expert Marketer Magazine


United States


Decoding the New Consumer Mind

Kit Yarrow

Kit Yarrow, Ph.D., is an award-winning consumer psychologist, a professor, author, consultant and speaker. Her home base is Golden Gate University, where she 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's been a visiting professor at the Helsinki School of Economics and has taught consumer behavior at universities around the world—from Malaysia to Slovenia.

As part of her ongoing research on the psychology of consumers, Kit conducts interviews and ethnographies on a regular basis. She shares her findings and analyses in her books, Decoding the New Consumer Mind (Wiley, 2014) and Gen BuY (Wiley, 2009), in her articles and blogs for Time and Psychology Today, and in her popular keynote speeches. As a widely recognized authority on the psychology of consumers—and on Generation Y in particular—Kit is regularly quoted in a variety of media including The New York Times, The Wall Street Journal, NPR, and Good Morning America.