debuts of the month eligible curtis sittenfeld newgen books for YA readers lyrebird book price comparison
Search our site
The Good Daughter by Karin Slaughter Read the opening extract of the brand new Karin Slaughter book before its publication on 13/07/2017

Gen BuY How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail by Kit Yarrow, Jayne O'Donnell

Gen BuY How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail


RRP £19.99


Gen BuY How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail by Kit Yarrow, Jayne O'Donnell

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 BuY, 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 powerFilled with surprising insights into the psyche of Gen Y buyersWritten 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.


Yarrow, consumer psychologist, and O'Donnell, USA Today reporter, explore the buying habits and influence of Generation Y-those born between 1978 and 2000-arguing that this cohort has become the nation's tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. They show how societal shifts contributed to a generation that's strongly connected to shopping; they also present Gen Y's unique-often gendered-buying behaviors and the psychological motivations guiding its purchasing. Of particular interest is the chapter on what savvy marketers are doing to harness this group's incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Sept.) ( , May 2009)

About the Author

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.

More books by this author
Author 'Like for Like' recommendations

Loading other formats...

Book Info

Publication date

1st September 2009


Kit Yarrow, Jayne O'Donnell

More books by Kit Yarrow, Jayne O'Donnell
Author 'Like for Like'


John Wiley & Sons Ltd an imprint of John Wiley and Sons Ltd


272 pages


Sales & marketing



At Lovereading there are fabulous books available in every genre, with great reviews to help you pick the right book for you.

Teresa O'Halloran

I love the honest opinions, recommendations for every genre and every reader, wish lists and Like for Like.

Amrita Dasgupta

I love the 'like for like' author recommendations, it's like an old friend whispering in your ear.

Emma Caddick

Because of Lovereading I have broadened my reading horizons with some really great books that I probably would never have chosen myself.

Susan Walsh

Why I love @lovereadinguk? It's in the name - as dedicated lovers of reading, they are perfect matchmakers for helping me find my next read!

Catherine Jenkins

If you LOVE reading then you will love LOVEREADING! It's a 'novel' idea. Seriously though I could not recommend them enough.

Rebecca Whymark

Ever purchased a book, read a few pages & thought I'm not going to enjoy this? Honest book reviews mean you'll never have that problem again

Jill Peters

The selections are so varied and the reader reviews are so helpful. A fantastic website for those who love books.

Ann Quintilla