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Consumer Psychology Insights and their Use for Operational Book Marketing

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  • Sandra EBERT

    (Campus M21, Germany)

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.

Suggested Citation

  • Sandra EBERT, 2017. "Consumer Psychology Insights and their Use for Operational Book Marketing," Expert Journal of Business and Management, Sprint Investify, vol. 5(2), pages 91-97.
    • Handle: RePEc:exp:bsness:v:5:y:2017:i:2:p:91-97
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    References listed on IDEAS

    as
    1. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September.
    2. Lades, Leonhard K., 2014. "Impulsive consumption and reflexive thought: Nudging ethical consumer behavior," Journal of Economic Psychology, Elsevier, vol. 41(C), pages 114-128.
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    More about this item

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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