Book belly band as a visual cue: Assessing its impact on consumers’ in-store responses

This research investigates the role of a widely used, yet under-investigated packaging cue: the paper strip that wraps around books, known as the belly band. Drawing on cue utilization theory, we conducted a pilot study, a laboratory experiment and a field study in two real-life bookshops to analyze the effects of belly bands on consumers’ responses, as well as on actual browsing and purchasing behavior. The results suggest that the belly band acts primarily as a visual cue; has a significant effect on actual browsing and purchasing behavior; and stimulates unplanned behaviors, producing a carryover effect on the assortment even if it does not alter the customer’s budget.