Consumer Psychology Insights and their Use for Operational Book Marketing

Sandra Ebert
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Sandra Ebert: Campus M21, Germany

Expert Journal of Business and Management, 2017, vol. 5, issue 2, 91-97

Abstract: 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 buyer’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)
Date: 2017
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