Rocket Fuel

Faculty: Kit Yarrow

Kit Yarrow
Kit Yarrow, PhD
Title(s):
Professor
School:
Business
Campus:
San Francisco
  • 415-442-6517

Kit is an award-winning consumer research psychologist, a professor, author, consultant and speaker.

 

She is jointly appointed professor of both psychology and marketing. She was the 2009 Outstanding Scholar and has won four endowed research professorships in the past decade. She also received the honor of being a Nigel T. Miner Professor of Business.

 

Kit has a Ph.D. in Clinical Psychology from the renowned Wright Institute in Berkeley. She teaches family therapy, counseling skills, applied psychology and psychopathology. She has taught consumer behavior at universities around the world, from Malaysia, Slovenia and Finland, to UC Berkeley. As part of her ongoing research on the psychology of consumers, Kit conducts interviews, ethnographies, focus groups and surveys on a regular basis. Examples of her research are published in her book, Gen BuY (Jossey-Bass/Wiley, 2009) and in her blogs on Huffington Post and Psychology Today. She also regularly presents her findings and analysis in speeches to both academic and business venues and consults to organizations and businesses. She is widely quoted in the media on Generation Y and consumer related topics.

RESEARCH INTERESTS AND AREAS OF SPECIALIZATION

Consumer Psychology

Generation Y

Behavioral Economics

EDUCATION

PhD (psychology), The Wright Institute

MA (psychology), The Wright Institute

BS (journalism), Georgia State University

PROFESSIONAL AND TEACHING EXPERIENCE

  • Golden Gate University, faculty
  • Helsinki School of Economics, visiting professor of consumer psychology, 1998-2002
  • University of Ljubljana, Slovenia, visiting professor of consumer behavior, 2001
  • Academic Consultations, Workshops and Lectures:
    • Stanford University, 2008-2010
    • University of Oklahoma, 2010
    • Fashion Institute of Technology, 2010
    • UC Berkeley, 2003-2010
    • Cornell University, 2009
    • San Francisco State University, 2008
  • Selected Workshops and Speaking Engagements for corporations:
    • Cisco Systems
    • Lowes
    • Gap
    • Conde Nast (Vogue)
    • Sanoma Magazines (Finland)
    • GlaxoSmithKline
    • Philips
    • Volvo
    • Marimekko
    • Selected Speaking Engagements:
    • The Commonwealth Club
    • Wharton Business School Refocusing Retail
    • Institute for International Research
    • Canadian Marketing Association
    • American Psychological Association
    • Pivot Conference

SELECTED PUBLICATIONS

Decoding the New Consumer Mind: How and Why We Shop and Buy. San Francisco : Jossey-Bass, A Wiley Imprint, 2014

Gen buY: how tweens, teens, and twenty-somethings are revolutionizing retail. San Francisco : Jossey-Bass, A Wiley Imprint, 2009

PROFESSIONAL ASSOCIATIONS

Member, Financial Planning Association

HONORS AND AWARDS

University Distinguished Teacher Award, 1995

Brand Champion of the Year, 2010

Who's Who in America, 2010

Outstanding Scholarship of Application, Integration, and Discovery Award, 2009, 2006

Outstanding Service Award, 2007, 2005

Russell T Sharpe Endowed Chair of Business, 2002-2008

MEDIA AND INTERVIEWS

Los Angeles Times - Business Department stores reach out to capture young shoppers