Category - Sandra EBERT

Campus M21, Germany

Sandra EBERT

Consumer Psychology Insights and their Use for Operational Book Marketing

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. To 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 object of the research. Research form Consumer Psychology aim on optimization of stimulus design in order to achieve better information perception, processing and memorization gain better customer awareness and increase the likelihood of a positive buying decision. Overall, especially such a highly competitive market as the book market has a lot to gain from applying findings from the field of Consumer Psychology.

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