Kit Yarrow is a consumer psychologist, professor, keynote speaker and author. 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 shares her research and analyses in her books, Decoding the New Consumer Mind (Wiley, 2014) and Gen BuY (Wiley, 2009), and in her blogs for Psychology Today and Time. 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.