Blurbs on books have become a common advertising practice in bookstores, but their effectiveness is still questioned by the practice and no evidence can be found in the literature. As an advertisement stimulus, it is expected to affect cognitive and affective responses. Nevertheless, the blurb is aimed at capturing the attention of consumers when they visit a bookstore, so it is also supposed to foster sales. Based on these premises, our study presents an experiment aimed at evaluating the causal relationship between the presence of a blurb on books and the cognitive, affective and behavioral response of consumers.

The Effect of blurbs on Consumers’ Response

VISENTIN, MARCO;ORSINGHER, CHIARA
2014

Abstract

Blurbs on books have become a common advertising practice in bookstores, but their effectiveness is still questioned by the practice and no evidence can be found in the literature. As an advertisement stimulus, it is expected to affect cognitive and affective responses. Nevertheless, the blurb is aimed at capturing the attention of consumers when they visit a bookstore, so it is also supposed to foster sales. Based on these premises, our study presents an experiment aimed at evaluating the causal relationship between the presence of a blurb on books and the cognitive, affective and behavioral response of consumers.
43th EMAC Conference Proceedings - Paradigm Shifts & Interactions
1
7
Visentin, M.; Orsingher, C.
File in questo prodotto:
Eventuali allegati, non sono esposti

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11585/551988
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact