Use of New Neuromarketing Technologies in Book Marketing Communication
Use of New Neuromarketing Technologies in Book Marketing Communication

Summary/Abstract: Book covers are important in promotional campaigns and the sale of books on the Slovak market. Often, customers decide to read the annotation on the basis of a visual appeal and interest in a particular book cover that is on display in bookstores or their e-shops. In this paper, we focus on the potential of book covers in the promotion of books on the Slovak book market. Using neuromarketing research and individual interviews with selected respondents, we try to answer which book covers of Slovak books most interested the research sample, i.e. why and which attributes of the book cover caught their eye. In neuromarketing research, we rely on respondents' unconscious reactions, specifically on the analysis of facial expressions and emotional reactions, recording of fixation and point of view, heat maps, areas of interest, fixation sequences, fixation time and galvanic resistance of the skin. We then compare the obtained results with the conscious answers of the second sample from individual interviews. The results of the research should serve bookstores in making more effective decisions when planning and creating potentially published books to be intended for the Slovak reader. In the research, we included book covers in both the paper and electronic formats.

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