Book Review: “Decoding The New Consumer Mind: How And Why We Shop And Buy” By Kit Yarrow (2014, 224 Pages)

A wealth of information doesn’t make a theory.

Kit Yarrow is a consumer psychologist. She teaches both psychology and marketing at Golden Gate University (San Francisco).

“Decoding The New Consumer Mind” explores the new behaviors of consumers.

The book presents zillions of tidbits of information (and studies) about the psychology of the consumers of the Internet era. But a wealth of information – even interesting – doesn’t make a theory.

Kit Yarrow rightly explains that our brains don’t like complexity. She certainly wrote “Decoding The New Consumer Mind” with this idea in mind.

RATING: C.