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 rece...
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doaj-8accda248e4b483b9768850e5cc1265e2020-11-25T02:23:55ZengSprint InvestifyExpert Journal of Business and Management2344-67812017-10-01529197Consumer Psychology Insights and their Use for Operational Book MarketingSandra EBERT0Campus M21, GermanyThe 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.http://business.expertjournals.com/23446781-510/Consumer PsychologyOperational Book MarketingBook DesignBook MarketBuyer’s Decision MakingConsumer Psychological Book DesignStimulus DesignBuying Decision |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Sandra EBERT |
spellingShingle |
Sandra EBERT Consumer Psychology Insights and their Use for Operational Book Marketing Expert Journal of Business and Management Consumer Psychology Operational Book Marketing Book Design Book Market Buyer’s Decision Making Consumer Psychological Book Design Stimulus Design Buying Decision |
author_facet |
Sandra EBERT |
author_sort |
Sandra EBERT |
title |
Consumer Psychology Insights and their Use for Operational Book Marketing |
title_short |
Consumer Psychology Insights and their Use for Operational Book Marketing |
title_full |
Consumer Psychology Insights and their Use for Operational Book Marketing |
title_fullStr |
Consumer Psychology Insights and their Use for Operational Book Marketing |
title_full_unstemmed |
Consumer Psychology Insights and their Use for Operational Book Marketing |
title_sort |
consumer psychology insights and their use for operational book marketing |
publisher |
Sprint Investify |
series |
Expert Journal of Business and Management |
issn |
2344-6781 |
publishDate |
2017-10-01 |
description |
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. |
topic |
Consumer Psychology Operational Book Marketing Book Design Book Market Buyer’s Decision Making Consumer Psychological Book Design Stimulus Design Buying Decision |
url |
http://business.expertjournals.com/23446781-510/ |
work_keys_str_mv |
AT sandraebert consumerpsychologyinsightsandtheiruseforoperationalbookmarketing |
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1724856370607423488 |