Discover the forces driving the decisions of today’s most sought
after consumers
According to recent statistics, members of Generation Y shop 25
percent to 40 percent more than the average consumer. In Gen
Bu Y, Yarrow and O’Donnell argue that these voracious and
fearless consumers have revolutionized the way Americans shop by
turning traditional sales and marketing strategies upside down.
Based on solid research, the book offers an in-depth look at what
motivates these young people to buy certain products and reject
others. The authors reveal what makes these consumers tic-how they
define power, why they loath manipulation, and why they rely on
technology-and show marketers how they can tap into the buying
power of this burgeoning group of consumers.
* Shows what it takes to successfully woe and win young consumers
with purchasing power
* Filled with surprising insights into the psyche of Gen Y
buyers
* Written by an expert in consumer research and a well-connected
media consumer author
Gen Buy is a must-have resource for marketers,
advertisers, retailers, and manufacturers who want to understand
the new generation of consumers.
Table des matières
Introduction.
1: Gen Y Is from Mercury.
2: They Shop Like They’re from a Different Planet Than
Their Parents’, Too.
3: The Whys Behind the Buys.
4: The Lives, Minds, and Hearts of Today’s Tweens, Teens,
and Twenty-Somethings.
5: Sex, Love, and Shopping.
6: Influence: The Force That Is Gen Y.
7: What Works with Gen Y.
8: Adapting to Gen Y’s Shopping Preferences and Power:
Views from Our Experts.
Notes.
Acknowledgments.
About the Authors.
Index.
A propos de l’auteur
Kit Yarrow, Ph.d., is an award-winning consumer research scholar
and a professor of both marketing and psychology at Golden Gate
University, where she chairs the Psychology Department. She speaks
and consults regularly in the U.S. and in Europe, applying
psychology to shopping, business, and society.
Jayne O’Donnell is a retail and automotive reporter for USA
Today, where she has worked since 1993 and won several journalism
and public service awards. A former columnist for Woman’s Day,
Jayne has written for publications including Good Housekeeping,
Cosmo Girl!, and Parents.
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