Блэкуэлл Р.Д., Миниард П., Энджел Дж. Поведение потребителей

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Примечания 8SH

"The Conference Board, www.conference board.org.

"Thomas J. Stanley and William D. Danko, The Millionaire Next Door (New York: Pocket

Books, 1998).

Wendy Zellner, Rob Hof, Larry Armstrong, and Geoff Smith, «Shop Till The Ball Drops»,

Business Week (January 10, 2000), 42-44.

Associated Press, «Microsoft Dividend Helps Boost Personal Income To Record Level»,

(January 31, 2005).

Valarie A. Zeithaml, «Service Quality, Profitability, and Economic Worth of Customers:

What We Know and What We Need to Learn» Journal ofthe Academy of Marketing Science, 28

(October 2000), 67-85.

Marcia Mogelonsky, «Those With More Buy for Less», American Demographics (April

1999), 18-19.

Octavio Blanco, «The Changing Face of Poverty», www.cnnmoney.com (December 30,

2004).

William J. Brown, «The Use of Entertainment Television Programs for Promoting Proso-

cial Messages», Howard Journal of Communications, 3 (Winter/ Spring 1992), 253-266.

Steven Burgess, The New Marketing: Building Strong Marketing Strategies in South Africa

(Cape Town, South Africa: Halfway House, Zebra Press), 1998.

Nua Internet Surveys, Webchek: South African Teenagers Surge Online (December 17,1999).

Valerie Reitman, «India Anticipates the Arrival of the Beefless Big Mac», Wall Street Jour-

nal (October 20, 1993), Bl.

Anthony Spaeth, «A Thriving Middle Class Is Changing the Face of India», Wall Street

Journal (May 19, 1988), A22.

Grame Hugo, Australia's Changing Population: Trends and Implications (Oxford: Oxford

University Press, 1987).

Tohru Nishikawa, «New Product Development: Japanese Consumer Tastes in the Area of

Electronics and Home Appliances», Journal of Advertising Research, 30(1990), 30.

Jerry Stafford, «Vast China Market Just Waiting to Be Researched», Marketing News (Sep-

tember 12, 1986), 1.

Nua Internet Surveys, China Internet Network Information Center: Amount of Chinese

Internet Users Explodes (January 21, 2000).

Sandra Burton, «A New Me Generation», Time (November 29, 1993), 39.

Leslie Chang, «Teenage Band Tries to Rock China», Wall Street Journal (July 21,1999), Bl.

«Perestroika: The Consumer Signals», Euromarketing Insights, 2 (February 1991), 4. For

statistical information on the European Community, see sources such as Brian Morris, Klaus

Boehm, and Maurice Geller, The European Community (Berlin: Walter DeGrayter & Co., 1991);

Secretariat of the Economic Commission for Europe, Economic Survey of Europe (New York:

United Nations Publication, 1991); and Alan Tillier, Doing Business in Today's Western Europe

(Chicago: NTC Business Books, 1992).

Randall Litchfield, «Competitiveness and the Constitution», Canadian Business (August

1991), 18.

Kelly Tian, «Consumers' Need for Uniqueness: Scale Development and Validation», Jour-

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Itamar Simonson and Stephen Nowlis, «The Role of Explanations and Need for Uniqueness

in Consumer Decision Making: Unconventional Choices Based on Reason» Journal of Consum-

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H. Kassarjian, «Personality and Consumer Behavior: A Review» Journal of Marketing Re-

search (November 1971), 409-418.

For descriptions of major personality theories, see Walter Mischel, Introduction to Person-

ality: A New Look (New York: CBS College Publishing, 1986); and Larry Hjelle and Daniel

892 Примечания

Ziegler, Personality Theories: Basic Assumptions, Research and Applications (New York: McGraw-

Hill, 1987).

For a marketing view of psychoanalytic theory, see W. D. Wells and A. D. Beard, «Person-

ality and Consumer Behavior», in Scott Ward and T. S. Robertson, eds., Consumer Behavior:

Theoretical Sources (Englewood Cliffs, NJ: Prentice-Hall, 1973).

The classic example of this literature is Ernest Dichter, Handbook of Consumer Motivations

(New York: McGraw-Hill, 1964). For an example of motivation research by Dr. Dichter, see the

«Swan Cleaners» case in Roger D. Blackwell, James E. Engel, and W. Wayne Talarzyk, Contem-

porary Cases in Consumer Behavior (Chicago: Dryden, 1990), 135-142.

""Jeffrey F. Durgee, «Interpreting Dichter's Interpretations: An Analysis of Consumption

Symbolism in the Handbook of Consumer Motivations», in Hanne Hartvig-Larsen, David Glen

Mick, and Christian Alstead, eds., Marketing and Semiotics: Selected Papers from Copenhagen

Symposium (Copenhagen: Handelsh Jskolens Forlag, 1991).

For a more complete explanation of this approach, see C. S. Hall and G. Lindzey, Theories

of Personality (New York: Wiley, 1970), 154-155.

J. B. Cohen, «An Interpersonal Orientation to the Study of Consumer Behavior», Journal

of Marketing Research, 4 (August 1967), 270-278; J. B. Cohen, «Toward an Interpersonal The-

ory of Consumer Behavior», California Management Review, 10 (1968), 73-80. Also see Jon P.

Noerager, «An Assessment of CAD: A Personality Instrument Developed Specifically for Mar-

keting Research», Journal of Marketing Research (February 1979), 53-59.

Ibid.

A good introduction to the theory and techniques of this approach is found in A. R. Buss

and W. Poley, Individual Differences: Traits and Factors (New York: Halsted Press, 1976).

Curtis Haugtvedt, Richard E. Petty, and John T. Cacioppo, «Need for Cognition and Ad-

vertising: Understanding the Role of Personality Variables in Consumer Behavior», Journal of

Consumer Psychology,1 (1992): 239-260.

Hans Baumgartner, «Toward a Personality of the Consumer», Journal of Consumer Re-

search, 29 (September 2002), 286-291.

Raymond L. Horton, «The Edwards Personal Preference Schedule and Consumer Person-

ality Research», Journal of Marketing Research, 11 (August 1974), 335-337.

'Kathryn E. A. Villani and Yoram Wind, «On the Usage of "Modified" Personality Trait

Measures in Consumer Research»,./oMrrca/ of Consumer Research, 2 (December 1975), 223-226.

Tom Brown, John Mowen, Todd Donavan, and Jane Licata, «The Customer Orientation of

Service Workers: Personality Trait Effects on Self- and Supervisor Performance Ratings»,/oMn?a/

of Marketing Research, 39 (February 2002), 110-120.

Mark I. Alpert, «Personality and the Determinants of Product Choice» Journal of Market-

ing Research, 9 (February 1972), 89-92.

Paul E. Green, Yoram Wind, and Arun K.Jain, «A Note on Measurement of Social-Psycho-

logical Belief Systems», Journal of Marketing Research, 9 (May 1972), 204-208.

The classic study of this topic is E. B. Evans, «Psychological Objective Factors in the

Prediction of Brand Choice: Ford versus Chevrolet», Journal of Business, 32 (March 1959),

340-369.

Shalom H. Schwartz, «Value Priorities and Behavior: Applying a Theory of Integrated

Value Systems», in Clive Seligman, James M. Olson, and Mark P. Zanna, eds., The Psychology of

Values: The Ontario Symposium, 8 (Mahwah, NJ: Lawrence Erlbaum, 1996), 1-24.

- Steven M. Burgess and Jan-Benedict E. M. Steenkamp, «Value Priorities and Consumer

Behavior in a Transitional Economy», in Rajeev Batra, ed., Marketing Issues in Transitional Econ-

omies (Nor-well, MA: Kluwer Academic Press, 1999), 85-105.

Lynn R. Kahle, «Contemporary Research on Consumer and Business Social Values»,yo«r-

nal of Business Research, 20 (February 1990), 81-82; Lynn R. Kahle, «Social Values and Con-

Примечания 893

sumer Behavior: Research from the List of Values», in Seligman, Olson, and Zanna, eds., The

Psychology of Values, 135-152.

Steven M. Burgess, «Personal Values and Consumer Research: An Historical Perspective»,

in Jagdish N. Sheth, ed., Research in Marketing, 11 (Greenwich, CT: JAI Press, 1992), 35-80.

Milton Rokeach, The Nature of Human Values (New York: Free Press, 1973), 5; also see M.

Rokeach and S. J. Ball-Rokeach, «Stability and Change in American Value Priorities, 1968—

1981», American Psychologist, 44 (May 1989), 773-784.

Klaus G. Grunert, Suzanne C. Grunert, and Sharon E. Beatty, «Cross-Cultural Research

on Consumer Values», Marketing and Research Today (February 1989), 30-39; J. M. Munson

and E. F. McQuarrie, «Shortening the Rokeach Value Survey for Use in Consumer Research»,

Advances in Consumer Research, 15 (Association for Consumer Research, 1988), 381-386; S.

W. Per-kings and T. J. Reynolds, «The Explanatory Power of Values in Preference Judgments

Validation of the Means-End Perspective», Advances in Consumer Research, 15 (Association for

Consumer Research, 1988), 122-126; G. Roehrich, Pierre Valette-Florence, and Bernard Rap-

pachi, «Combined Incidence of Personal Values, Involvement, and Innovativeness on Innova-

tive Consumer Behavior», in Is Marketing Keeping Up with the Consumer? Lessons from Chang-

ing Products, Attitudes and Behavior (Vienna, Austria: ESOMAR, 1989), 261-279; D. K. Tse,

J. K. Wong, and С. Т. Tan, «Towards Some Standard Cross-Cultural Consumption Values», Ad-

vances in Consumer Research, 15 (Association for Consumer Research, 1988), 387-395; Pierre Va-

lette-Florence and Alain Jolibert, «Social Values, A.I.O. and Consumption Patterns: Exploratory

Findings» Journal of Business Research, 20 (March 1990), 109-122; Jan-Benedict E. M. Steenka-

mp, Frenkel Ter Hofstede, and Michel Wedel, «A Cross-National Investigation into the Indi-

vidual and Cultural Antecedents of Consumer lr\novativeness»,Journal of Marketing Research, 36

(February 1999), 1-17.

Donald E. Vinson, Jerome E. Scott, and Lawrence M. Lamont, «The Role of Personal Val-

ues in Marketing and Consumer Behavior», Journal of Marketing, 41 (April 1977), 44-50.

Robert E. Pitts and Arch G. Woodside, «Personal Values and Market Segmentation: Ap-

plying the Value Construct», in Personal Values and Consumer Psychology (Lexington, MA:

Lexington Books, 1984), 55-67.

Wagner A. Kamakura and Jose Alfonso Masson, «Value Segmentation: A Model for the

Measurement of Values and Value Systems»,Journal of Consumer Research, 18 (September 1991),

208-218.

Shalom H. Schwartz, Sonia Roccas, and Lelach Sagiv, «Universals in the Content and

Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries», Advances in

Experimental Social Psychology, 25 (1992), 1-49; S. H. Schwartz, A. Lehmann, and S. Roccas,

«Multimethod Probes of Basic Human Values», in J. Adamopoulos and Y. Kashima, eds., Social

Psychology and Cultural Context (Newbury Park, С A: Sage Publications, 1999).

Shalom H. Schwartz and Lelach Sagiv, «Identifying Culture-Specifics in the Content and

Structure ofValues», Journal of Cross-Cultural Psychology, 26 (March 1995), 96-112.

Schwartz, Roccas, and Sagiv, «Universals in the Content and Structure of Values».

S. M. Burgess and R. D. Blackwell, «Personal Values and South African Financial Services

Brand Preference», South African Journal of Business Management, 25 (1994), 22-29.

Thomas J. Reynolds and Jonathan Gut-man, «Advertising Is Image Management», Journal

of Advertising Research, 24 (February/March 1984), 27-36.

Thomas J. Reynolds and Jonathan Gutman, «Laddering Theory, Method, Analysis, and

Interpretation», Journal of Advertising Research, 28 (February/ March 1988), 11-31.

Richard P. Bagozzi and Pratiba A. Dabholkar, «Consumer Recycling Goals and Their Ef-

fect on Decisions to Recycle: A Means-End Chain Analysis», Psychology and Marketing, 11 (July/

August 1994), 313-340; Richard P. Bagozzi and Pratiba A. Dabholkar, «Discursive Psycholo-

gy: An Alternative Conceptual Foundation to Means-End Chain Theory», Psychology and

894 Примечания

Marketing, 17 (July/August 2000); see also the special issue of International Journal ofResearch

in Marketing 12, 3, which was devoted to laddering, especially R. Pieters, H. Baumgartner, and

D. Allen, «A Means-End Chain Approach to Consumer Goal Structures», International Journal

of Research in Marketing, 12 (October 1995), 227-244.

George A. Kelly, The Psychology of Personal Constructs (New York: W. W. Norton, 1955);

also see Fred Reynolds and William Darden, «Construing Life Style and Psychographics», in

William D. Wells, ed., Life Style and Psychographics (Chicago: American Marketing Associa-

tion, 1974), 71-96.

Reynolds and Darden, «Construing Life Style».

Introductions to these multivariate techniques are available in J. F. Hair Jr., R. E. Ander-

son, R. L. Tatham, and W. С Black, Multivariate Data Analysis with Readings, 5th ed. (Engle-

wood Cliffs, NJ: Prentice-Hall, 1998); and George H. Dunteman, Introduction to Multivariate

Analysis (Beverly Hills, CA: Sage Publications, 1984).

100

Amit Bhatnagarand Sanjoy Ghose, «Online Information Search Termination Patterns across

Product Categories and Consumer Demographics», Journal of Retailing, 80 (Fall 2004), 221-229.

101

Kusum Ailawadi, Scott Neslin, and Karen Gedenk, «Pursuing the Value-Conscious Con-

sumer: Store Brands versus National Brand Promotions», Journal of Marketing, 65 (January

2001), 71-90.

102

Lynn R. Kahle, Social Values and Social Change: Adaptation to Life in America (New York:

Praeger, 1983).

103

Lynn R. Kahle, and Larry Chiagouris, eds., Values, Lifestyles, and Psychographics (Mah-

wah, NJ: Lawrence Erlbaum, 1997).

104

Lynn R. Kahle, Sharon E. Beatty, and Pamela Homer, «Alternative Measurement Ap-

proaches to Consumer Values: The List of Values (LOV) and Values and Life Styles (VALS)»,

Journal of Consumer Research, 13 (December 1986), 405-409; see also Burgess, «Personal Val-

ues and Consumer Research: An Historical Perspective»; Matthew Perri III, «Application of

the List of Values Alternative Psychographic Assessment Scale», Psychological Reports, 66 (July

1990), 403-406; Thomas P. Novak and Bruce MacEvoy, «On Comparing Alternative Segmen-

tation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)», Journal of

Consumer Research, 17 Qune 1990), 105-109.

105

Kim P. Corfman, Donald R. Lehmann, and Sarah Narayanan, «Values, Utility, and Own-

ership: Modeling the Relationships for Consumer Durables», Journal of Retailing, 67 (Summer

1991), 184-204.

юс Arnold Mitchell, «Nine American Lifestyles: Values and Societal Change», Futurist, 18

(August 1984), 4-13.

107

Ian Pearson, «Social Studies», Canadian Business, 58 (1985), 67-73.

l08

Sheena Ashford and Noel Timms, What Europe Thinks: A Study of Western European Val-

ues (Aldershot: Dartmouth Publishing Company Limited, 1992).

109

Burgess and Steenkamp, «Value Priorities and Consumer Behavior in a Transitional Econ-

omy»; Steven M. Burgess and M. Harris, «Values, Optimum Stimulation Levels and Brand Loy-

alty: New Scales in New Populations», South African Journal of Business Management, 29 (Sep-

tember 1998), 142-157.

110

Kenneth Yang, «A Comparison of Lifestyle Segments toward Internet Advertising in Tai-

wan», Journal of Marketing Communications, 10 (September 2004), 195-212.

Глава 8

Harold W. Berkman, Jay D. Lindquist, and M.Joseph Sirgy, Consumer Behavior (Chicago:

NTC Publishing Group, 1997).

See, for example, Ernest Dichter, Handbook of Consumer Motivations: The Psychology of

Consumption (New York: McGraw-Hill, 1964); Jeffrey F. Durgee, «Interpreting Dichter's In-

Примечания 895

terpretations: An Analysis of Consumption Symbolism in the Handbook of Consumer Motiva-

tions», in Hanne Hartvig-Larsen, David Glen Mick, and Christian Alstead, eds., Marketing and

Semiotics: Selected Papers from the Copenhagen Symposium (Copenhagen, 1991), 52-74; Morris

B. Holbrook and Elizabeth C. Hirschman, «The Experiential Aspects of Consumption: Con-

sumer Fantasies, Feelings, and Fun», Journal of Consumer Research, 9 (September 1982), 132—

140; Abraham H. Maslow, Motivation and Personality (New York: Harper 5c Row, 1970); David

C. McClelland, Personality (New York: William Sloane, 1941); William J. McGuire, «Psycho-

logical Motives and Communication Gratification», in J. G. Blumer and C. Katz, eds., The Uses

of Mass Communications: Current Perspectives on Gratification Research (New York: Sage, 1974),

167-196; A. H. Murray, Explorations in Personality (New York: Oxford University Press, 1938).

Amy Cortese, «The Sleep of Forgetfulness (And The Bed Remembers)», New York Times

(September 12, 2004), 3, 8; Joyce Gempertein, «Boomers Go Beddy-Buy; Can't Sleep without

$4,000 Mattresses and Water-Pocket Pillows», Washington Post (September 19, 2004), Fl.

Michele Chandler, «Viagra: A Drug-Business Boost, But No Cure-АН», Miami Herald's

Business Monday Quly 13, 1998), 7.

Bruce Japsen, «Hey, Guys, So You Don't Need Help in Bedroom?» Knight Ridder Tribune

Business News (January 23, 2005), 1. Also see Christopher Snow-beck, «Despite TV Ad Blitz,

Sales of Erectile Drugs Lack Vigor», Knight Ridder Tribune Business News (January 23, 2005), 1.

James Zoltak, «Poll: Safety a Main Concern in Travel Plans», Amusement Business (March

22, 2004), 7.

Ross Fadner, «Phishing Attacks Skyrocket in October», www.mediapost .com (November

22, 2004).

«Tough But Sensitive», American Demographics (March 1999), 56.

Ed Blazina, «GM Hoping That Safety Sells», Knight Ridder Tribune Business News (Febru-

ary 6, 2005), 1.

David Perry, «Volvo's Safety Mission», Furniture Today (January 24, 2005), 38.

Ibid.

Karen Matthews, «Ad Campaign Selling the Need for SUV Safety; Young Males Are Pri-

mary Targets», www.marketing power.com (February 1, 2005).

Cambridge Consumer Credit Index, www.cambridgeconsumerindex.com (January 28,2005).

Erika Niedowski, «Red Meat Newly Linked to Colorectal Cancer», www.sunsentinel.com

(January 12, 2005).

Anthony Faiola, «Japanese Are Old Hands at Fitness», Miami Herald (October 28,2004), A24.

«U.S. Prescription Drug Sales Increase 8.3 Percent in 2004», Los Angeles Times (February

15, 2005), C5; «Leading 10 Corporations by U.S. Sales, 2000», Press Room, IMS Health, Inc.,

www.imshealth.com.

"Susan Chandler, «Air Concerns Breathe Life Into Purifier Sales», www.seattle times.com

(November 26, 2004).

Chad Terhune, «Tropicana to Squeeze Sugar Out of Orange Juice»,Jacksonville Times Union

(November 29, 2003), D8.

All the information in this paragraph comes from «Restaurants Scramble for a More Nutri-

tional Menu», www.wusa 9news.com (June 30, 2004).

For a classic article on the symbolic meaning of products, see Sidney J. Levy, «Symbols for

Sale», Harvard Business Review (July/August 1959), 117-124. For an interesting history of the

motivation research era, see Sidney J. Levy's comments in ACR Newsletter (March 1991), 3-6.

«Pet Popularity Race Has New No. 2», Parade Magazine (January 4,1998), 16.

Life Insurance: Consumer Attitudes and Ownership, MetLife (August 2002), www.metlife. com/

WPSAssets/1315895 3111079722286VlFFinal%20 ExecSummary%20%20Post%20911 % 20.pdf.

Ibid.

896 Примечания

«New MetLife Survey Finds Consumers Are Highly Concerned about Need for Life Insur-

ance, Yet Most Remain Under-insured», Press Release, MetLife (September 21, 2004),

www.metlife.com.

Melanie Gilder, «Jewelers Get Ready for Big Sales Weekend», Knight-Ridder Tribune Busi-

ness News (February 11, 2005), 1.

Mary Connelly, «Dodge Will Vary Charger Advertising Messages», Automotive News Oan-

uary31,2005), F56.

J uliet Chung, «For Some Beta Testers, It's about Buzz, Not Bugs», New York Times (July

22,2004), Gl.

Kate MacArthur, «UK Not Feeling the Love; McD's Puts Slogan on Ice», Advertising Age

(October 25, 2004), 45.

«Tattooed Emotions», Marketing News (February 1, 2004), 3.

«More Than 7 Million Americans Participate in Online Fantasy Sports, According to corn-

Score Media Metrix», www xomscore.com Quly 19, 2004).

Angus McCrone, «How Poker Web Sites Hold a Winning Hand», Evening Standard (Feb-

ruary 18, 2005), 1.

Jonathan Krim, «Poker's Popularity Proves a Hot Hand for Gaming Industry», Washing-

ton Post (September 6, 2004), Al.

Ibid.

Leslie Miller, «Survey: Homes Have More Cars and Drivers», Miami Herald (August 30,

2003), A23.

June Fletcher, «Latest Sign of Status: Big Garage», Miami Herald (March 14, 1999), HI,

H8; personal communication with Elyass Gawhary of the American Moving and Storage Asso-

ciation, January 24, 2005.

Brigid Schulte, «Big: It's Bigger Than Ever», Miami Herald (December 10, 1997),D1, D2.

Ibid.

«The People Column», Miami Herald (February 9, 1999), A2.

Rafael Lorente, «Coin Collecting Gets Some Added Oomph», Sun-Sentinel (.January 9,

2000), Al, A15.

Russell W. Belk, «Possessions and the Extended Self», Journal of Consumer Research, 15

(September 1988), 139-168. Also see Joel B. Cohen, «An Over-Extended Self?» Journal ofCon-

sumer Research, 16 Qime 1989), 125-128; Russell W. Belk, «Extended Self and Extending Par-

adigmatic Perspective», Journal of Consumer Research, 16 G

une

1989), 129-132.

For additional information about the self-concept, see M.Joseph Sirgy, «Self-Concept in

Consumer Behavior: A Critical Review», Journal of Consumer Research, 9 (December 1982),

287-300; M. Joseph Sirgy, «Using Self-Congruity and Ideal Congruity to Predict Purchase

Motivation» Journal of Business Research, 13 (1985), 195-206.

Dennis W. Rook, «The Buying Impulse», Journal of Consumer Research, 14 (September

1987), 189-199.

David Glenn Mick and Michelle DeMoss, «Self-Gifts: Phenomenological Insights from

Four Contexts», Journal of Consumer Research, 17 (December 1990), 322-332.

Sandra Yin, «Give and Take», American Demographics, 25 (November 2003), 12.

Ross Fadner, «Analyst: Users Turn to Web for Information, Not Entertainment»,

www.mediapost.com (September 24, 2004).

Leigh McAlister, «A Dynamic Attribute Satiation Model of Variety Seeking Behavior»,

Journal of Consumer Research, 12 (September 1982), 141-150.

Barbara E. Kahn and Brian Wansink, «The Influence of Assortment Structure on Perceived

Variety and Consumption Quantities» Journal of Consumer Research, 30 (March 2004), 519-533.

«Japan's New Fad: Mobile Phones that Ring Musically», Miami Herald /March 15,1999), A16.

Примечания 897

Todd Richissin, «"Vive le Big Mac!" French Gourmets Say», Miami Herald (April 1,2004),

A18.

Paul Simao, «Coke, Rivals Betting on Flavored Water», www.washingtonpost.com (De-

cember 12, 2004).

Steve Jones, «Packages Lose out As Tourists Seek Variety», Travel Weekly (December 11,

2004), 29.

Shankar Vedantam, «Warnings about Medications' Risks Add Worry to Pain»,

www.washingtonpost.com (December 23, 2004).

Marc Kaufman, «Arthritis Drug Study in 2000 Found Risks», Washington Post (February

1, 2005), A10; Marc Kaufman, «New Study Criticizes Painkiller Marketing; Arthritis Drug Ads

a Factor in Overuse», Washington Post (January 25, 2005), Al; «Pfizer's Bid to Save Celebrex

May Get Boost From Data», www.business.bostonherald.com (December 21, 2004); «Pfizer

Pulling Advertising for Celebrex», www.business .bostonherald.com (December 20, 2004).

«Status Unconscious», American Demographics (March 1999), 28.

Maslow, Motivation and Personality.

Richard L. Celsi and Jerry C. Olson, «The Role of Involvement in Attention and Compre-

hension Processes», Journal of Consumer Research, 15 (September 1988), 210-224.

Peter H. Bloch, Daniel L. Sherrell, and Nancy M. Ridgway, «Consumer Search: An Ex-

tended Framework», Journal of Consumer Research, 13 (J

une

1986), 119-126; Judith Lynne

Zaichkowsky, «Measuring the Involvement Construct», Journal of Consumer Research, 12 (De-

cember 1985), 341-352.

Martha Rogers, «Nintendo Plays for Keeps», www.ltol.com (October 14, 2004).

Nancy Klingener, «Treasure Hunter Passes into Legend», Miami Herald (December 21,

1998), A1.A18.

Cambridge Consumer Credit Index, www .cambridgeconsumerindex.com (January 28,2005).

Rebecca Piirto, «Beyond Mind Games», American Demographics (December 1991), 52-57.

Ibid. For those interested in learning more about Dichter's thinking, see Ernest Dichter,

Handbook of Consumer Motivations.

Dichter, Handbook of Consumer Motivations.

Тага Parker-Pope, «Dial Soap Aims at Soothing Fear of Germs», Wall Street Journal (Jan-

uary 20, 1998), B7.

Rob Walker, «Unstained Masses», New York Times Magazine (May 2, 2004), 40.

«Women Say Sayonara to Valentine Chocolates», Miami Herald (February 13,1999), A20.

For a very interesting discussion of the history of promotions, see David Vaczek and Rich-

ard Sale, «100 Years of Promotion», PROMO Magazine (August 1998), 32-41,142-145.

Tom Belden, «It's More Than Fare: Airlines Yield Key Data», Miami Herald's Business

Monday G«ly 14, 1997), 12.

Kelly K. Spors, «Shoppers Get Web Rebates», Wall Street Journal (November 14, 2004), F5.

Vaczek and Sale, «100 Years of Promotion».

Margaret Webb Pressler, «Use of Coupons Cuts Both Ways», www.washingtonpost .com

(September 12, 2004).

Insights, NPD Research, Inc., 1979-1982.

Katherine Zoe Andrews, «Do Marketing Policies Change Consumer Behavior in the Long

Run?» Insights from MSI (Winter/Spring 1997), 1-2.

Joseph B. White and Lee Hawkins Jr., «GM's Sales Drop As Discounts Fade; Decline of

16.7 Percent Leads Automaker to Cut Output; Ford Reports 7.4 Percent Decrease», Wall Street

Journal (December 2, 2004), A3.

Warren Brown, «Rebates Please Consumers but Squeeze Suppliers», www.washing-

tonpost.com (December 12, 2004).

898 Примечания

Priya Raghubir and Kim P. Corfman, «When Do Price Promotions Affect Brand Evalua-

tions? » Journal of Marketing Research, 36 (May 1999), 211-222. Note, however, that the ad-

verse effect of coupons on brand evaluations may not always be present. Raghubir and Corf-

man's research shows that the effect disappears when price promotions are offered by multiple

firms. For more recent research, see Priya Raghubir, «Coupons in Context: Discounting Prices

or Decreasing Profits? Journal of Retailing, 80 (2004), 1-12.

Mike Phillips, «NBA Learning Art of Self-Promotion», Miami Herald (February 5,1999), D4.

«McDonald's Runs Low on Teenie Beanie Toys», Miami Herald (April 16, 1997), Bl 1.

Jane J. Kim, «Beyond the Toaster: Banks Step up Freebies; Flat-Screen TVs, Even Cars

Are Latest Perks as Industry Focuses on Consumer Accounts», Wall Street Journal (October 14,

2004), Dl.

Itamar Simonson, Ziv Carmon, and Suzanne O'Curry, «Experimental Evidence on the Neg-

ative Effect of Product Features and Sales Promotions on Brand Choice», Marketing Science 13

(Winter 1994), 23-40.

Priya Raghubir, «Free Gift with Purchase: Promoting or Discounting the Brand?»,/oH/72a/

of Consumer Psychology, 14 (2004), 181-186.

Jess McCuan, «Auto Companies Head Online in Search of Sales Leads», Wall Street Journal

Quly 6,1999), A20.

Jean Halliday, «Super Bowl to Ground Control: Win a Ride into Space with Volvo»,

www.adage.com (February 3, 2005).

Michelle Chandler, «More Than Just Dumb Bells», Miami Herald's Business Monday (April

20,1998), 18-20.

«So Who Needs Leagues? AMF Wants You and Your Family», New York Times (August 8,

2002), C4.

For research on loyalty programs, see Joseph A. Bellizzi and Terry Bristol, «An Assessment

of Supermarket Loyalty Cards in One Major U.S. Market», Journal of Consumer Marketing, 21

(2004), 144-154; Ran Kivetz and Itamar Simonson, «Earning the Right to Indulge: Effort as a

Determinant of Customer Preferences toward Frequency Program Rewards», Journal of Mar-

keting Research, 39 (May 2002), 155-170; Mark D. Uncles, Grahame R. Dowling, and Kathy

Hammond, «Customer Loyalty and Customer Loyalty Programs», Journal of Consumer Mar-

keting, 20 (2003), 294-316; Brian Wansink, «Developing a Cost-Effective Brand Loyalty Pro-

gram», Journal of Advertising Research (September 2003), 301-309.

Vaczek and Sale, «100 Years of Promotion».

Dorothy Dowling, «Frequent Perks Keep Travelers Loyal», American Demographics (Sep-

tember 1998), 32-36.

John Fetto, «The Loyal Treatment», American Demographics (July/August 2003), 16.

С. В. Bhattacharya, «When Customers Are Members: Customer Retention in Paid Mem-

bership Contexts», Journal ofthe Academy of Marketing Science, 26 (Winter 1998), 31-44.

David Poppe, «How Do Internet Retailers Foster Customer Loyalty?», Miami Herald's

Business Monday (February 8, 1999), 13.

Jennifer Lach, «Carrots in Cyberspace», American Demographics (May 1999), 43-45.

Michael Lewis, «The Influence of Loyalty Programs and Short-Term Promotions on Cus-

tomer Retention», Journal of Marketing Research, 41 (August 2004), 281-293.

James R. Bettman, «Perceived Risk and Its Components: A Model and Empirical Test»,

Journal of Marketing Research, 10 (May 1973), 184-190; Raymond A. Bauer, «Consumer Be-

havior as Risk Taking», in Robert S. Hancock, ed., Dynamic Marketing for a Changing World

(Chicago: American Marketing Association, 1960), 389-398; Grahame R. Dowling, «Perceived

Risk: The Concept and Its Measurement», Psychology and Marketing, 3 (Fall 1986), 193-210;

Lawrence X. Tarpey and J. Paul Peter, «A Comparative Analysis of Three Consumer Decision

Strategies», Journal of Consumer Research, 2 (June 1975), 29-37.

Примечания 899

Sucharita Chandran and Geeta Menon, «When a Day Means More Than a Year: Effects of

Temporal Framing on Judgments of Health Risk», Journal of Consumer Research, 31 (Septem-

ber 2004), 375-389.

Katherine Zoe Andrews, «The Power of Curiosity: Motivating Consumers to Learn», In-

sights from MSI (Summer 1999), 1, 6.

Gregory Cancelada, «Anheuser-Busch Puts More Hops on Its Budweiser Fastball», Knight

Bidder Tribune Business News (January 26, 2005), 1.

Stephen Power and Neil E. Boudette, «Auto Reverse: Slide in Mercedes's Performance

Dents Chrysler's Recent Revival; DaimlerChrysler Fixes a Unit, While Another Stumbles; Fuel

for Merger Critics; Snoop Dogg Gets a 300C», Wall Street Journal (February 9, 2005), Al.

Глава 9

Fran Brennan, «Limit Kids'Juice Intake, Experts Say», Miami Herald (January 31,1997), Fl.

Christine Moorman, Kristin Diehl, David Brinberg, and Blair Kidwell, «Subjective Knowl-

edge, Search Locations, and Consumer Choice», Journal of Consumer Research, 31 (December

2004), 673-680.

Joseph A. Alba and J. Wesley Hutchinson, «Dimensions of Consumer Expertise»,Journal of

Consumer Research, 13 (March 1987), 411-454. Also see Mita Sujan, «Consumer Knowledge:

Effects on Evaluation Strategies Mediating Consumer Judgments», Journal of Consumer Re-

search, 12 Qime 1985), 31-46.

Brian Wansink, Randall E. Westgren, and Matthew M. Cheney, «The Hierarchy of Nutritional

Knowledge That Relates to the Consumption of a Functional Food», Nutrition (2005), in press.

A. Belen del Rio, Rodolfo Vacquez, and Victor Iglesias, «The Effects of Brand Associations

on Consumer Response», Journal of Consumer Marketing, 18 (2001), 410-425.

For additional research on the influence of brand associations on consumer behavior, see M.

K. Agarwal and V. R. Rao, «An Empirical Comparison of ConsumerBased Measures of Brand

Equity», Marketing Letters, 7 (1996), 237-247; Rajeev Batra and Pamela Miles Homer, «The

Situational Impact of Brand Image Beliefs», Journal of Consumer Psychology, 14 (2004), 318-

330; С J. Cobb-Walgren, С A. Ruble, and N. Donthu, «Brand Equity, Brand Preference, and

Purchase Intent», Journal of Advertising, 24 (1995), 25-40; С S. Park and V. Srinivasan, «A

Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility»,

Journal of Marketing Research, 31 (May 1994), 271-288; B. Yoo, N. Donthu, and S. Lee, «An

Examination of Selected Marketing Mix Elements and Brand Equity», Journal of Academy of

Marketing Science, 28 (2000), 195-211.

Alexander Cherenev and Gregory S. Carpenter, «The Role of Market Efficiency Intuitions

in Consumer Choice: A Case of Compensatory Inferences», Journal of Marketing Research, 38

(August 2001), 349-361.

Akshay R. Rao and Wanda A. Sieben, «The Effect of Prior Knowledge on Price Acceptabil-

ity and the Type of Information Examined»,/oMrrca/o/ Consumer Research, 19 (September 1992),

256-270.

Elizabeth Cowley and Andrew A. Mitchell, «The Moderating Effect of Product Knowledge

on the Learning and Organization of Product Information», Journal of Consumer Research, 30

(December 2003), 443-454.

Carol Park, «Coffin Makers in California Unearth Ways to Compete for Boomers' Bones»,

Knight Ridder Tribune Business News (January 10, 2005), 1.

Lisa Biank Fasig, «Wild Oats Tweaking Brand as Customers Go Natural», Business Couri-

er (July-16, 2004), 5.

Mike Musgrove, «To Be Picture-Perfect, a Choice of 3», Washington Post (August 29,

2004), Fl.

900 Примечания

Beth Snyder Bulik, «Texas Instruments Super Bowl Ad Ends Campaign», www.adage.com

(February 3, 2005).

Schneider/Stagnito Communications, «Most Memorable New Product Launch Survey»,

conducted by InsightExpress, www.schneiderpr.com (2004).

For insight on how to improve the success rate of new product introductions, see Joan

Schneider, New Product Launch: 10 Proven Strategies, Stagnito Communications, www.schne-

iderpr.com (2004).

Stuart Elliott, «Absolut to Try Television Ads», www.nytimes.com (September 3, 2004).

"Tobi Elkin, «Absolut Hit: Raspberri», www.mediapost.com (August 30, 2004).

Robin Sidel, «How Do You Get Hip When Your Name Is TIAA-CREF?», Wall Street

Journal (June 29, 2004), Cl.

Alan L. Adler, «Saturn Faces Difficult Launch in Japan», Miami Herald (May 15,1997), G4.

211

Andrew Blackman, «A Strong Net Game:J&R Electronics Didn't Have Much of a Chance

of Finding Growth Online; So, What's Its Secret?», Wall Street Journal (October 25, 2004), R6.

The information reported here was downloaded from Harris Interactive's website, www.

harrisinteractive.com.

Ronald Alsop, «A Good Corporate Reputation Draws Consumers and Investors», Wall

Street Journal Books (2004). Also see Zeynep Gurhan-Canli and Rajeev Batra, «When Corpo-

rate Image Affects Product Evaluations: The Moderating Role of Perceived Risk», Journal of

Marketing Research, 41 (May 2004), 197-205.

Sal Randazzo, «Build a BIP to Underst and Brand's Image», Marketing News (September

16, 1991), 18. This article contains an interesting discussion of image analysis.

Tammo H. A. Bijmolt and Michel Wedel, «A Comparison of Multidimensional Scaling

Methods for Perceptual Mapping», Journal of Marketing Research, 36 (May 1999), 277-235.

Perceptual mapping can be used for more than examining brand image. See R. Kenneth Teas

and Terry A. Grapentine, «Is Your Message Getting Across?» Marketing Research, 14 (Spring

2002), 34-39.

Rich Thomaselli, «Reebok Logo Gets $50 Million Global Campaign», www.adage.com (Au-

gust 25, 2003).

For research concerning the measuremen of price knowledge, see Marc Vanhuele and Xavier

Dreze, «Measuring the Price Knowledge Shoppers Bring to the Store», Journal of Marketing, 66

(October 2002), 72-85.

Akshay R. Rao and Wanda A. Sieben, «The Effect of Prior Knowledge on Price Acceptabil-

ity and the Type of Information Examined» Journal ofConsumer Research, 19 (September 1992),

256-270.

For more information on education statistics, go to www.nces.ed.gov.

An example of examining consumers' relative price knowledge can be found in Michael J.

Barone, Kenneth С Manning, and Paul W. Miniard (2004), «Consumer Response to Partial

Price Comparisons in Retail Environments» Journal of Marketing, 68 (July). 37-47.

Bob Tedeschi, «Cheaper Than It Seems», New York Times Qanuary 10, 2005), C9.

Joel E. Urbany and Peter R. Dickson, «Consumer Information, Competitive Rivalry, and

Pricing in the Retail Grocery Industry», working paper, University of South Carolina (1988).

For research on how consumer knowledge about deals affects purchase behavior, see Aradhna

Krishna, «The Effect of Deal Knowledge on Consumer Purchase Behavior», Journal of Market-

ing Research, 31 (February 1994), 76-91.

Mike Schneider, «Florists Wither», Miami Herald (February 12, 2005), Cl, C3.

The 4 percent estimate is reported by Anick Jesdanun, «In U.S. Few Buy Drugs Online»,

Marketing News (November 1, 2004), 22. A 6 percent estimate is reported by James Frederick,

«Shift in Public Attitudes Seen As Rising Health Care Costs Take off», Drug Store News (Octo-

ber 11, 2004), 21-22.