Decoding the New Consumer Mind
In the following blog entries I will present the main useful issues of the book "DECODING THE NEW CONSUMER MIND" which may help the team to find the right approaches for SOKOS Wiklund.

Chapter 1: Rewired Brains

Technology and Consumer Behavior:
Over the past few years the relation between technology and consumer has changed significantly. Nowadays you can say that new technologies influence our behavior. Kit Yarrow lists some very interesting facts concerning humans and new technologies:

1. "The average American household has six Internet connected devices." 
2. "More than one-third of marriages between 2005 and 2012 began online."
3. "In 2004, YouTube didn't exist. Today, one-hundred hours of video are uploaded every minute of every day and over a billion unique users visit Youtube every month."

With these facts he underlines the highly importance of Internet for people living in the 21st century. Nowadays it is impossible to avoid the usage of internet. Especially companies have to be fully aware of the internet trends and how they will develop in future.

But why do people buy and how has technology changed their minds?
In general people buy things to elevate their emotional state, whether by removing a negative, satisfying aspirations or gaining a positive. In this context technology has created a new set of "problems" and emotional needs and new ways of interacting with the market place.

Kit Yarroe names five psychological shifts caused by use of technology:

1. Innovation optimism
2. Consumer enpowerment
3. Faster ways of thinking 
4. Symbol power
5. New ways of connecting

In the next blog entries I will break these shifts more down and give more details.