A atratividade da capa do livro no meio online

• Ano de defesa: 2005
• Autor(a) principal: Cardozo, Missila Loures
• Orientador(a): Reimão, Sandra Lucia Amaral de Assis
• Banca de defesa: Ruotulo, Antonio Carlos, Nery, João Elias
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de Sao Paulo
• Programa de Pós-Graduação: Ciencias da Religiao
• Departamento: Ciencias da Religiao:Programa de Pos Graduacao em Ciencias da Religiao
• País: Brasil
• Palavras-chave em Português: Capa; Livro; Mercado editorial; Internet
• Palavras-chave em Inglês: Cover; Book; Editorial market; Internet
• Área do conhecimento CNPq: CIENCIAS HUMANAS
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/1991

This work aimed to understand the cover of the book as its "packaging", with its persuasive characteristics within e-commerce (potential market in development) and how the consumer behaves in online and offline purchases. Analysis of the book cover design and the use of persuasive techniques to enhance its decoding, as well as its importance in the act of traditional or online shopping. This research is based on bibliographic survey and field research (experiment), in order to contemplate both the theoretical and the factual aspects. The bibliographic survey presented aspects of the history of the book, the editorial process, the mechanisms of visual attractiveness and their psychological bases, consumer behavior and e-commerce characteristics served as a foundation to understand the context in which the object of study of this work, the covers of the books, is inserted. The experiment aimed to verify if there are aesthetic standards that provide greater attractiveness in the online environment and, consequently, which characteristics are most striking for this receiver. In general, this work can point out that the presence of the book cover in e-commerce is of fundamental importance in the consumer's decision, and can even generate impulse purchases, and that the image is the most important element in the composition of a cover. (AU)