The concentration of demand creates extreme inequalities of success in some markets, particularly in cultural markets. Marc Keuschnigg examines consumer behavior in the book market and attributes extreme market outcomes, characterized by many failures and a few bestsellers, to conformity among buyers. The presented explanatory models and their empirical testing allow for inferences about the emergence of bestsellers and provide insights into decision-making aids used by consumers in an environment of low market transparency. The author contributes to the understanding of the consequences of information asymmetries for market outcomes, not only referring to demand processes in the book market.