Kit Yarrow Ph.D.

Kit Yarrow

Kit Yarrow is an award-winning consumer research psychologist, professor, author and consultant.  Kit’s unique ability to apply clinical psychology to business issues has won her four endowed research professorships and recognition as the 2012 Outstanding Scholar of Golden Gate University. She has taught consumer behavior at universities around the world, from The Helsinki School of Economics to UC Berkeley.

Kit is co-author of “Gen BuY: How Tweens, Teens and Twenty-Somethings are Revolutionizing Retail” and author of the bestseller, “Decoding the New Consumer Mind,” which was named one of the top ten marketing books of 2014 by Inc. Magazine.

As a recognized authority on the psychology of consumers, Kit’s work is regularly featured in a variety of media including The New York Times, USA Today and NPR.  For more information please visit

Author of

The Why Behind the Buy

Understanding consumerism and why we buy
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