Gen Y Consumers: Sophisticated, Confident, Materialistic, Demanding

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The tech-savvy Generation Y shopper assumes quite a lot: Tons and tons of choices will be a few quick clicks away, the shipping will be free, there will be online customer ratings at their disposal, and so on. Exactly what, where, how, and why do these consumers buy, and how are retailers reacting to the way they shop? A new book offers insights.

The Alpha Consumer blog posts part one of an interview with consumer psychologist Kit Yarrow, author of Gen BuY: How Tweens, Teens, and Twenty-Somethings are Revolutionizing Retail.

Read more: Q&A with Consumer Psychologist Kathleen Vohs