Consumers buy books according to the principle of self-interest. They need to know what’s in it for them... {whether} pure entertainment, personal inspiration, or fascinating information.
http://www.digitalbookworld.com/2012/discoverability-without-spreadability-is-a-marketing-disability/
romances, fantasy, westerns, and so on – sell so well precisely because the audience does know within certain parameters how the story will end {and the emotions that will be evoked}.
http://davidfarland.net/writing_tips/?a=37
It's important to be clear about the things you're promising with your title, back cover copy/query and first pages & chapters. A reader who's looking for a cosy mystery and ends up reading a blood-splattered thriller by accident is unlikely to leave a 5 star review.
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