The Why Behind the Buy

Understanding consumerism and why we buy.

Kit Yarrow is a professor of psychology and marketing at Golden Gate University in San Francisco. See full bio

October 26, 2009

Celebrities are Today's Hometown Hotties

They're today's version of the hometown "sluts" "drunks" and "deadbeats" that were gossiped about at the local bar. Read More

August 11, 2009

The Post-Recession Consumer

Insights acquired during the recession will crystallize a notion that Americans have been nursing for years - that perfectionism causes anxiety, and that "keeping up" keeps people apart. Read More

August 3, 2009

5 Steps to Conquer Compulsive Spending

I was on Good Morning America on Sunday discussing spending disorders. Here are 5 steps to conquer compulsive spending. Read More

July 21, 2009

If there was ever a time when the strong silent type was appreciated by consumers this is it. Where once a powerful, dominant business, full of authority was admired - today three factors have led consumers to reject the power persona in favor of businesses they perceive to be simply strong partners. Read More

June 22, 2009

Half Off! Act Now: How to Resist the Spell of a Sale

At a time when many Americans are working hard to trim their spending, alluring discounts and now-or-never bargains have never been more ubiquitous. Here's how to resist the spell of a sale and make smart shopping decisions - even in the face of a 70% off tag. Read More

June 15, 2009

6 Sneaky Ways Sales Spur Spending

It's not just about the price - sale shopping is deeply psychological.

Tanya, 23, of Alexandria, VA was walking through Nordstrom on her way to meet a friend for lunch and spotted a table piled high with handbags. "It called to me! I found the cutest hobo, it was the last one, I had to buy it." Read More

Books by Kit Yarrow, Ph.D.

Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail

Behavioral Economics Basics

Why do we often think we know what we want, only to be disappointed with our purchases and choices? Behavioral economics studies just how irrational we humans can be.

Go to the Behavioral Economics Basics page for more on Behavioral Economics including:

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Books by Kit Yarrow, Ph.D.

Behavioral Economics Basics

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