Universität zu Köln

Puechel, Lea and Wellbrock, C-M (2022). Judging A Magazine by Its Cover - A Conceptual Framework to Understand Sales Through Content and Design interaction. JMM-Int. J. Media Manag., 24 (2). S. 87 - 117. ABINGDON: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD. ISSN 1424-1250

Full text not available from this repository.

Abstract

Content Design is advocated as one of the key factors influencing consumers' attitude and buying behavior. However, its real effects on sales performance remain largely unknown. We propose a research framework to evaluate the effect of content design on sales and empirically test its employability within the German magazine retail sector. To develop the research framework, we first derive a set of related success factors from several literature streams. We then conduct a content analysis of over 500 magazine covers and relate this data to real-life retail sales figures via linear mixed model analysis to investigate which aspects of content design affect sales. The findings point toward the usefulness of our proposed framework. They further indicate that in hedonic media consumption, the colors purple and blue, text-image congruence, wording that leads to ease of cognitive processing and promotional activities are pivotal in sales.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Puechel, Lea UNSPECIFIED UNSPECIFIED UNSPECIFIED Wellbrock, C-M UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-663082
DOI:	10.1080/14241277.2022.2089990
Journal or Publication Title:	JMM-Int. J. Media Manag.
Volume:	24
Number:	2
Page Range:	S. 87 - 117
Date:	2022
Publisher:	ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Place of Publication:	ABINGDON
ISSN:	1424-1250
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language PROCESSING FLUENCY; COLOR; NEWS; COMMUNICATION; PROMOTION; PLEASURE; PRINT; APPROPRIATENESS; PREFERENCES; TELEVISION Multiple languages Communication Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/66308