Judge a Book by Its Cover: An Exploration of Book Marketing in the Young Adult Genre

Persistent Link:
http://hdl.handle.net/10150/578992
Title:
Judge a Book by Its Cover: An Exploration of Book Marketing in the Young Adult Genre
Author:
Bowers, Shelby Diane
Issue Date:
2015
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
When we're young, our elders tell us to never judge a book by its cover. But when we grow older and develop our own browsing behaviors, we can admit to relying on the cover to catch our attention. This thesis explores the overall importance the cover plays in consumer browsing. Furthermore, it examines the marketing involved in book sales for the Young Adult/New Adult genre. Three research questions were developed; (1) what characteristics drive readers to further investigate a book; (2) how does browsing behavior differ between bookstores and online retail platforms; (3) what hedonic cues are interpreted by various cover images. To assess the research foci, I conducted prior and primary research; the latter includes an online survey and five in-depth interviews. Overall, the results suggest that the cover is one of the most important features of a book's packaging. I also found that; (1) apart from the cover, the synopsis and price are the other significant features that lead to reader interest; (2) the cover of a book is more essential in an in-store setting; (3) many readers of the genre hold expectations of commonly used cover images, but each image is interpreted uniquely to the reader.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona
Advisor:
Price, Linda

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleJudge a Book by Its Cover: An Exploration of Book Marketing in the Young Adult Genreen_US
dc.creatorBowers, Shelby Dianeen
dc.contributor.authorBowers, Shelby Dianeen
dc.date.issued2015en
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractWhen we're young, our elders tell us to never judge a book by its cover. But when we grow older and develop our own browsing behaviors, we can admit to relying on the cover to catch our attention. This thesis explores the overall importance the cover plays in consumer browsing. Furthermore, it examines the marketing involved in book sales for the Young Adult/New Adult genre. Three research questions were developed; (1) what characteristics drive readers to further investigate a book; (2) how does browsing behavior differ between bookstores and online retail platforms; (3) what hedonic cues are interpreted by various cover images. To assess the research foci, I conducted prior and primary research; the latter includes an online survey and five in-depth interviews. Overall, the results suggest that the cover is one of the most important features of a book's packaging. I also found that; (1) apart from the cover, the synopsis and price are the other significant features that lead to reader interest; (2) the cover of a book is more essential in an in-store setting; (3) many readers of the genre hold expectations of commonly used cover images, but each image is interpreted uniquely to the reader.en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.S.B.A.en
thesis.degree.levelbachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineMarketingen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorPrice, Lindaen
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