Consumer Psychology Insights and their Use for Operational Book Marketing
Additional contact information
Sandra Ebert: Campus M21, Germany
Expert Journal of Business and Management, 2017, vol. 5, issue 2, 91-97
The aim of this article is to provide first insights on how Consumer Psychology could enhance operational book marketing through book design in particular. After highlighting the current German book market and its highly competitive and fast transforming market situation, the article summarizes recent findings from the field of Consumer Psychology relevant for the book market. The focus lies in the book design which has a large influence on the buyerâ€™s decision making. Three facets of consumer psychological book design (text design, book body and cover design) will be the object of this research. Research from Consumer Psychology focuses on optimization of stimulus design in order to achieve better information perception, processing and memorization to gain better customer awareness and increase the likelihood of a positive buying decision. Overall, especially in such a highly competitive market as the book market, there is much to gain from applying findings from the field of Consumer Psychology.
JEL-codes: L82 M31 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:exp:bsness:v:5:y:2017:i:2:p:91-97
Access Statistics for this article
More articles in Expert Journal of Business and Management from Sprint Investify
Bibliographic data for series maintained by Alin Opreana ().