Q & A with Consumer Psychologist on How to Change Holiday Spending This Year
American Psychological Association (APA)Yarrow, a consumer psychologist, says people can alter their spending habits this holiday, feel empowered and fight the doom and gloom feeling that is affecting many. As a professor of psychology and marketing at Golden Gate University and author of Gen buY: Why tweens, teens and twenty-somethings buy and how they're revolutionizing the way we all shop (Jossey-Bass, August 2009), Yarrow provides insight into why people buy and shop and how the current economic situation is affecting this year's holiday spending habits.