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The Why Behind the Buy

Understanding consumerism and why we buy

Media
How Millennials Do Valentine's Day

Kit Yarrow Ph.D. on February 10, 2016

Millennials shop and buy differently than older generations - here's why the experiential Valentine's Day is winning over candy and flowers.

Millennials shop and buy differently than older generations - here's why the experiential Valentine's Day is winning over candy and flowers.

Empathy
10 Steps to Great Customer Service

Kit Yarrow Ph.D. on January 17, 2016

Bad customer service is maddening. Here's what you can do to always get the best possible responses from the companies you deal with.

Bad customer service is maddening. Here's what you can do to always get the best possible responses from the companies you deal with.

Media
Four 2015 Twists to Holiday Shopping

Kit Yarrow Ph.D. on November 23, 2015

If you're like most, you'll be shopping differently this year. Here are four ways that this holiday shopping season will be different this year.

If you're like most, you'll be shopping differently this year. Here are four ways that this holiday shopping season will be different this year.

Anxiety
How Holiday Shopping Became a Moral Issue

Kit Yarrow Ph.D. on October 28, 2015

Holiday shopping starts earlier every year and it's a hot-button issue between consumers. Here's what's going on in the minds of both early and late shoppers.

Holiday shopping starts earlier every year and it's a hot-button issue between consumers. Here's what's going on in the minds of both early and late shoppers.

Relationships
Fatherhood has Changed, Father's Day Needs an Upgrade

Kit Yarrow Ph.D. on June 18, 2015

Shoppers complain that they’re stumped with it comes to finding special gifts for their fathers. Given the elevated emotional stature and broader roles of fathers, here are four ideas to delight your dad on Father’s Day.

Shoppers complain that they’re stumped with it comes to finding special gifts for their fathers. Given the elevated emotional stature and broader roles of fathers, here are four ideas to delight your dad on Father’s Day.

Consumer Behavior
3 Reasons You (or Someone You Know) Crave the Apple Watch

Kit Yarrow Ph.D. on March 16, 2015

If you've found yourself craving an Apple Watch (even though you don't think you really need one), you're not alone. Here are three insights about how Apple has tapped into our psychology to create desire.

If you've found yourself craving an Apple Watch (even though you don't think you really need one), you're not alone. Here are three insights about how Apple has tapped into our psychology to create desire.

Procrastination
Why You Gave that Awful Present

Kit Yarrow Ph.D. on December 10, 2014

We’ve all suffered through that awkward silence at least once, the one that comes right after someone opens the holiday gift you’ve selected for them that’s somehow not quite right. Here's where well-intentioned gift-givers go wrong.

We’ve all suffered through that awkward silence at least once, the one that comes right after someone opens the holiday gift you’ve selected for them that’s somehow not quite right. Here's where well-intentioned gift-givers go wrong.

Fear
How to Avoid Bargain-Brained Holiday Shopping Pitfalls

Kit Yarrow Ph.D. on November 27, 2014

With so much to choose from we have to have a reason to buy—for many it's all about the bargain. Especially for gifts, make it about the product instead. Here's how.

With so much to choose from we have to have a reason to buy—for many it's all about the bargain. Especially for gifts, make it about the product instead. Here's how.

Identity
What Dad Wants for Father's Day

Kit Yarrow Ph.D. on June 14, 2014

This year, and every year that I’ve surveyed fathers, what I hear is that their identity as fathers doesn’t mesh well with lavish Father’s Day celebrations. It seems there’s something unmanly or “undadly” about pampering.

This year, and every year that I’ve surveyed fathers, what I hear is that their identity as fathers doesn’t mesh well with lavish Father’s Day celebrations. It seems there’s something unmanly or “undadly” about pampering.

Gratitude
5 Strategies to Put the Ho Ho Back Into Holiday Gift Giving

Kit Yarrow Ph.D. on December 17, 2013

Though people say they want gift cards, for many it feels like Santa is simply doling out paychecks—whereas a thoughtfully chosen gift signifies and strengthens bonds which is the best gift of all. Here are five strategies for great gift-giving.

Though people say they want gift cards, for many it feels like Santa is simply doling out paychecks—whereas a thoughtfully chosen gift signifies and strengthens bonds which is the best gift of all. Here are five strategies for great gift-giving.