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The Impact of Omnivorism on Consumer Choice: The Case of the Book Market


  • Ekaterina S. Demina

    () (National Research University Higher School of Economics)

  • Evgeniy M. Ozhegov

    () (National Research University Higher School of Economics)


This research analyzes the impact of the degree of omnivorousness on consumer choice in the book market. Panel Scanner data for 2012-2015 were provided by a Saint Petersburg chain store. The final sample was restricted to 10,789 purchase occasions made by 3,709 loyal clients in 2015. We assessed the degree of omnivorousness through the use of purchase histories of various book genres. A mixed logit model was employed to control for unobserved differences in preferences. The analysis revealed that consumers in the book market are highly heterogeneous, and this is partially explained by their degree of omnivorousness. Concerning such book characteristics like cover type, rating, format size, and publication year, omnivores’ preferences differ from univores’. However, the anticipated distinction in the coefficients of price and number of pages, based on previous researches, was not proved

Suggested Citation

  • Ekaterina S. Demina & Evgeniy M. Ozhegov, 2017. "The Impact of Omnivorism on Consumer Choice: The Case of the Book Market," HSE Working papers WP BRP 175/EC/2017, National Research University Higher School of Economics.
  • Handle: RePEc:hig:wpaper:175/ec/2017

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    References listed on IDEAS

    1. Canoy, Marcel & van Ours, Jan C. & van der Ploeg, Frederick, 2006. "The Economics of Books," Handbook of the Economics of Art and Culture, in: V.A. Ginsburgh & D. Throsby (ed.), Handbook of the Economics of Art and Culture, edition 1, volume 1, chapter 21, pages 721-761, Elsevier.
    2. Aguzzoni, Luca & Argentesi, Elena & Ciari, Lorenzo & Duso, Tomaso & Tognoni, Massimo, 2016. "Ex-post Merger Evaluation in the U.K. Retail Market for Books," EconStor Open Access Articles, ZBW - Leibniz Information Centre for Economics, pages 170-200.
    3. Edlira Shehu & Tim Prostka & Christina Schmidt-Stölting & Michel Clement & Eva Blömeke, 2014. "The influence of book advertising on sales in the German fiction book market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(2), pages 109-130, May.
    4. Yin Zhang & Sonali Kudva, 2014. "E-books versus print books: Readers' choices and preferences across contexts," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 65(8), pages 1695-1706, August.
    5. Jordi Sintas & Ercilia Álvarez, 2002. "The Consumption of Cultural Products: An Analysis of the Spanish Social Space," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 26(2), pages 115-138, May.
    6. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    7. Victor Fernandez-Blanco & Juan Prieto-Rodriguez & Javier Suarez-Pandiello, 2015. "A quantitative analysis of reading habits," ACEI Working Paper Series AWP-05-2015, Association for Cultural Economics International, revised May 2015.
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    omnivorism; discrete choice; demand for books; consumer behavior.;

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    • Z - Other Special Topics

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