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.
Visentin, M., Orsingher, C. (2014). The Effect of blurbs on Consumers’ Response.
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
