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Kit Yarrow, Ph.D.

Chair, Department of Psychology

Golden Gate University

 Yarrow is a consumer psychologist, professor, consultant and speaker. She is author of the forthcoming, Decoding the new consumer mind: How and why we shop and buy (Jossey-Bass/Wiley, 2014), and Gen buy: How tweens, teens and twenty-somethings are revolutionizing retail (Jossey-Bass/Wiley, 2009).  Yarrow’s home base is Golden Gate University in San Francisco, where she chairs the psychology department and is a jointly appointed professor of both psychology and marketing. Her 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.
As a widely recognized authority on the psychology of consumers, and on Generation Y in particular, Yarrow’s work is regularly featured in a variety of media  including The New York Times, The Wall Street Journal, Marketplace, USA Today and Good Morning America. She is a contributor to TIME and blogs for Psychology Today. For more information, please visit

Speaking at: Keynote: Decoding the new shopper mind

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