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Примечания 9(И

Jesdanun, «In U.S. Few Buy Drugs Online».

Christopher Conkey, «States' Bid for Cheaper Medicine Sputters; Official Web Sites for

Buying Drugs from Canada Are Slow to Take off with Consumers», Wall Street Journal (Febru-

ary 14, 2005), A4.

Robert Sommer and Susan Aitkens, «Mental Mapping of Two Supermarkets», Journal of

Consumer Research, 9 (September 1982), 211-215.

C. Whan Park, Easwar S. Iyer, and Daniel C. Smith, «The Effects of Situational Factors on

In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for

Shopping», Journal of Consumer Research, 15 (March 1989), 422-433.

Christopher Lawton, «Absolut Seeks Growth through "Fu"; Timed to Lunar New Year,

Ads with Chinese Flavor Target Burgeoning Market», Wall Street Journal (February 14,2005),

B8.

For an example of research concerning product safety knowledge, see Richard Staelin, «The

Effects of Consumer Education on Consumer Product Safety Behavior», Journal of Consumer

Research, 5 Qime 1978), 30-40.

Marian Friestad and Peter Wright, «The Persuasion Knowledge Model: How People Cope

with Persuasion Attempts», Journal of Consumer Research, 21 (June 1994), 1-31. For recent

research in this area, see Rohini Ahluwalia and Robert E. Burnkrant, «Answering Questions

about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhe-

torical Questions», Journal of Consumer Research, 31 (J

une

2004), 26-42; Christina L. Brown

and Aradhna Krishna, «The Skeptical Shopper: A Metacognitive Account for the Effects of

Default Options on Choice», Journal of Consumer Research, 31 (December 2004), 529-539;

Margaret С Campbell and Amna Kirmani, «Consumers' Use of Persuasion Knowledge: The Ef-

fects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent», Journal of

Consumer Research, 27 (June 2000), 69-83.

'''Campbell and Kirmani, «Consumers' Use of Persuasion Knowledge».

William O. Bearden, David M. Hardesty, and Randall L. Rose, «Consumers' Self-Confi-

dence: Refinements in Conceptualization and Measurement», Journal of Consumer Research, 28

(June 2001), 121 -134. Their persuasion knowledge measure has been used recently by Ahluwa-

lia and Burnkrant, «Answering Questions about Questions».

See Joseph W. Alba and J. Wesley Hutchinson, «Knowledge Calibration: What Consum-

ers Know and What They Think They Know», Journal of Consumer Research, 27 (September

2000), 123-156.

Herman Riquehne, «Do Consumers Know What They Want?» Journal of Consumer Mar-

keting, 18 (2001), 437-448.

It has long been recognized that statistical models outperform those based on human judg-

ment. See Paul Slovic, «Psychological Study of Fluman Judgment: Implications for Investment

Decision Making», Journal of Finance, 27 (September 1972), 779-799.

Riquelme, «Do Consumers Know What They Want?»

Joe Mandese, «Papers, Local TV Seen as More Credible Than Network News; Consumers,

Trade Split on Bias», www.mediapost.com (November 1, 2004).

Lawrence J. Marks and Michael A. Kamins, «The Use of Product Sampling and Advertis-

ing: Effects of Sequence of Exposure and Degree of Advertising Claim Exaggeration on Con-

sumers' Belief Strength, Belief Confidence, and Attitudes», Journal of Marketing Research, 25

(August 1988), 266-281.

Chenghuan Wu and David R. Shaffer, «Susceptibility to Persuasive Appeals as a Function

of Source Credibility and Prior Experience with the Attitude Object», Journal of Personality

and Social Psychology, 52 (April 1987), 677-688.

Dale K. DuPont, «Carnival Cruisers Just in Time for Money-Back Offer», Miami Herald

(November 21, 1996), Cl, C5.

902 Примечания

«Microsoft Earns Best Corporate Reputation in the Media, According to Delahaye In-

dex», news release, Medialink Worldwide, www.medialink.com (September 7, 2004).

Ronald Alsop, «Corporate Reputation Survey: Best-Known Companies Aren't Always the

Best Liked; McDonald's Takes Pounding for Menu Items, Surly Staff; Cheers and Jeers for Mi-

crosoft», Wall Street Journal (November 15, 2004), B4.

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

(October 25, 2004), 45; Arthur De Montesquiou, «Fallen Arches: McDonald's to Drop Logo in

"Change" British Ad Campaign», Canoe Money, www.money.canoe.ca/News/Sectors/Media/

2004/10/13/pf-667688 .html (October 13, 2004).

Diane Anderson, «Cisco Reboots Image with $ 150M Effort», Brandweek (January 10,2005), 4.

David Wethe, «Wal-Mart Lashes Back at Critics with Newspaper Advertisements», Knight

Ridder Tribune Business News (January 14, 2005), 1; «Wal-Mart Starts Campaign to Improve

Image», www.washingtonpost.com (January 13, 2005).

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

Robert Guy Matthews, «Spirits Makers Aim to Juice Their Old-School Beverages; Kahlua

and Courvoisier Are among the Brands Getting Image Makeovers», Wall Street Journal (No-

vember 11, 2004), B5.

Jonathan Betz, «State Tries to Change Image with Ad Campaign», www.wwltv.com (Jan-

uary 23, 2005).

Mike Gorrell, «"Dry" Utah Whets Ad Campaign», Salt Lake Tribune (May 8, 2004).

Chad Terhune, «Pepsi, Discovery in Smart-Snack Push», Wall Street Journal (December 6,

2004), B3; Chad Terhune, «PepsiCo to Identify, Promote Its More-Healthful Products», Wall

Street Journal Quly 30, 2004), B3.

Sarah Karush, «La-Z-Boy Will Not Suffer Stodgy Image Sitting Down», Miami Herald

(May 28, 2004), C8.

Erin White, «P&G's British Ad Gets Back to Basics; More Creative Cartoon Bear "Hiber-

nates" As Charmin Gets Old-Fashioned Pitch», Wall Street Journal (August 20, 2004), B2.

Lauri Klefos, «Defining New Hampshire's Image in the Travel Market», New Hampshire

Business Review (April 16, 2004), A28.

Michel Marriott, «Will Computers on TV Go the Way of the 8-Track?» Miami Herald

(March 1, 1998), H16.

Carole Sugarman, «Wine's Benefits, Risks Argued on Labels», The State (November 10,

1992), D4.

Sally Goll Beatty, «Mercedes Hopes Duckie, Child Broaden Appeal», Wall Street Journal

(May 21,1997), Bl, B8.

Oscar Suris, «Now, BMW and Mercedes Seem Sensible», Wall Street Journal (November 6,

1996), B1.B8.

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.

«American Consumers Split over Substitutions and Boycotts of French, German, and Ca-

nadian Products», www .fleishman.com (April 17, 2003).

«American Consumers Delaying Major Purchases, Negative toward Products from Coun-

tries Opposed to US Actions in Iraq», www.fleishman.com (March 31, 2003).

D-Ann Durban, «Hybrid Vehicle Market Hasn't Accelerated Yet», Miami Herald (January

11,2005), C5.

Ibid.

Calmetta Y. Coleman, «Hallmark Campaign Focuses on Card Costs», Wall Street Journal

(February 12, 1998), B6.

Примечания 903

The authors thank Professor Jim Burroughs of Rutgers University for this example.

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

of Consumer Research, 13 (March 1987), 411-454.

Shannon Dortch, «There Goes the Sun», American Demographics (August 1997), 4-7.

Jeannine Aversa, «Students "Dismal but Improving,"«M!ami Herald (April 2, 2004), C4.

Harriet Johnson Brackey, «Many Will Find Gold Scarce in Golden Years», Miami Herald

(April 5, 2004), Al, A2.

Ibid.

Глава 10

Other factors beyond attitudes may also influence intentions. See Icek Ajzen, «The Theory

of Planned Behavior», Organizational Behavior and Human Deciion Processes, 50 (1991), 179-

211; Icek Ajzen and Martin Fishbein, Understanding Attitudes and Predicting Social Behavior

(Englewood Cliffs, NJ: PrenticeHall, 1980); Martin Fishbein and Icek Ajzen, Belief, Attitude,

Intention, and Behavior: An Introduction to Theory and Research (Reading, MA: AddisonWes-

ley, 1975); Paul W. Miniard and Joel B. Cohen, «Modeling Personal and Normative Influences

on Behavior» Journal of Consumer Research, 10 (September 1983), 169-180; Paul R. Warshaw,

«A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein», Journal of

Marketing Research, 17 (May 1980), 153-172.

For more information about the Survey Research Center and the Indices of Consumer Ex-

pectations and Consumer Sentiment, go to www.sca.isr.umich.edu.

Richard T. Curtin, «Surveys of Consumers: Theory, Methods, and Interpretation», paper

presented at the 44th Annual NABE Meeting, Washington, D.C. (September 30, 2002).

«EquiTrend's 5 Key Measures», Harris Interactive, www.harrisinteractive.com.

«Reynolds Wrap Aluminum Foil Ranks #1 in Overall Brand Equity», Harris Interactive,

www.harrisinteractive.com (J

une

22, 2004).

Lauri Klefos, «Defining New Hampshire's Image and the Travel Market», Hew Hampshire

Business Review (April 16, 2004), A28.

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; Gary T. Ford and Ruth Ann Smith, «Inferential Beliefs in Consumer

Evaluations: An Assessment of Alternative Processing Strategies»,Journal of Consumer Research,

14 (December 1987), 363-371.

Frank R. Kardes, Maria L. Cronley, James J. Kellaris, and Steven S. Posavac, «The Role of

Selective Information Processing and Price-Quality Inference», Journal of Consumer Research,

31 (September 2004), 368-374; Donald Lichtenstein and Scott Burton, «The Relationship be-

tween Perceived and Objective Price-Quality», Journal of Marketing Research, 26 (November

1989), 429-443; Erian Gerstner, «Do Higher Prices Signal Higher Quality?» Journal of Mar-

keting Research, 22 (May 1985), 209-215.

Larry D. Compeau and Dhruv Grewal, «Adding Value by Communicating Price Deals Ef-

fectively: Does It Matter How You Phrase It?» Pricing Strategy & Practice, 2 (1994), 28-36;

Dhruv Grewal, Howard Marmorstein, and Arun Sharma, «Communicating Price Information

through Semantic Cues: The Moderating Effects of Situation and Discount Size», Journal of

Consumer Research, 23 (September 1996), 148-155; Donald R. Lichtenstein, Scot Burton, and

Eric J. Karson, «The Effect of Semantic Cues on Consumer Perceptions of Reference Price Ads»,

Journal of Consumer Research, 18 (December 1991), 380-391.

Michael J. Barone, Kenneth С Manning, and Paul W. Miniard, «Consumer Response to

Retailers' Use of Partially Comparative Pricing», Journal of Marketing, 68 O

ly 2004), 37-47.

904 Примечания

Cornelia Pechmann, «Do Consumers Overgeneralize One-Sided Comparative Price Claims,

and Are More Stringent Regulations Needed?» Journal of Marketing Research, 33 (May 1996),

150-162.

Andrew A. Mitchell and Jerry С Olson, «Are Product Attribute Beliefs the Only Media-

tors of Advertising Effects on Brand Attitudes?» Journal of Marketing Research, 18 (August

1981), 318-332.

«FDA Restricts Claims Made by Dietary Supplements», Miami Herald (April 25,1998), A27.

"To learn more about consumer confusion, see Marcel Cohen, «Insights into Consumer Con-

fusion», Consumer Policy Review, 9 (November/December 1999), 210-213; Vincent-Wayne

Mitchell and Vassilios Papavassiliou, «Marketing Causes and Implications of Consumer Con-

fusion», Journal of Product and Brand Management, 8 (1999), 319-334; Dan Sarel and Howard

Marmorstein, «Designing Confusion Surveys for Cyberspace Trademark Litigation: The Ad-

missibility vs. Weight Debate», Intellectual Property & Technology Law Journal, 14 (September

2002), 12-17.

Timothy Aeppel and Norihiko Shirouzu, «Bridgestone/Firestone's Handling of Recall Re-

sults in Consumer Confusion, Chaos», Wall Street Journal (August 11, 2000), A3.

«Daimler Is Set Back on Bid to Stop GM on Grille Design», Wall Street Journal (November

19, 2002), 1.

Sam Solly, «Sunny D Tells Parents to Get Real with Vitamin С Message», Marketing (Au-

gust 7, 2003), 19.

Claire Atkinson, «AOL's "Gut-Wrenching" Overhaul», Advertising Age (February 23,2004),

1-2.

Daniel Golden and Suzanne Vranica, «Duracell's Duck Ad Will Carry Disclaimer», Wall

Street Journal (February 7, 2002), B7.

Linda A. Johnson, «Painful Decisions», Miami Herald (February 15, 2005), Cl, C5.

Ibid.

For a general discussion of the role of mood in consumer behavior, see Meryl Paula Gard-

ner, «Mood States and Consumer Behavior: A Critical Review»,Journal of Consumer Research,

12 (December 1985), 281-300.

Michael J. Barone, Paul W. Miniard, and Jean Romeo, «The Influence of Positive Mood on

Consumers' Evaluations of Brand Extensions», Journal of Consumer Research, 26 (March 2000),

386-400; Rajeev Batra and Douglas M. Stayman, «The Role of Mood in Advertising Effective-

ness», Journal of Consumer Research, 17 (September 1990), 203-214; Daniel J. Howard and

Thomas E. Barry, «The Role of the Thematic Congruence between a Mood-Inducing Event in

an Advertised Product in Determining the Effects of Mood on Brand Attitudes», Journal of

Consumer Psychology, 3 (1994), 1-27; Alice M. Isen, Thomas E. Shalker, Margaret Clark, and

Lynn Karp, «Affect, Accessibility of Material, and Behavior: A Cognitive Loop?» Journal of

Personality and Social Psychology, 36 (1978), 1-12; Richard E. Petty, David W. Schumann,

Stephen A. Richman, and Alan J. Strathman, «Positive Mood and Persuasion: Different Roles

for Affect under High- and Low-Elaboration Conditions», Journal of Personality andSocialPsy-

chology, 64 (January 1993), 5-20.

Carl Obermiller and Mary Jo Bittner, «Store Atmosphere: A Peripheral Cue for Product

Evaluation», in David C. Stewart, ed., American Psychological Association Annual Conference

Proceedings (American Psychological Association, 1984), 52-53.

Julie A. Edell and Marian Chapman Burke, «The Power of Feelings in Understanding Ad-

vertising Effects», Journal of Consumer Research, 14 (December 1987), 421-433.

Jennifer S. Lerner, Deborah A. Small, and George Loewenstein, «Heartstrings and Purse Strings:

Carryover Effects of Emotions on Economic Decisions», Psychological Science, 15 (2004), 337-341.

Hoag Levins, «Defending Anheuser-Busch's Applause Spot», www.adage.com (February 14,

2005).

Примечания 905

«Month's Top 10 Most-Liked, Most-Recalled New TV Spots», www.adage.com (March 7,

2005).

Arno J. Rethans, John L. Swasy, and Lawrence J. Marks, «Effects of Television Commercial

Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model»,

Journal of Marketing Research, 23 (February 1986), 50-61.

Marian Chapman Burke and Julie A. Edell, «The Impact of Feelings on Ad-Based Affect

and Cognition» Journal of Marketing Research, 26 (February 1989), 69-83; Julie A. Edell and

Marian Chapman Burke, «The Power of Feelings in Understanding Advertising Effects», jour-

nal of Consumer Research, 14 (December 1987), 421-433; Thomas J. Obey, Morris B. Holbrook,

and Rajeev Batra, «Consumer Responses to Advertising: The Effects of Ad Content, Emotions,

and Attitude toward the Ad on Viewing Time»

/oMraa/ of Consumer Research, 17 (March 1991),

440-453; Douglas M. Stayman and Rajeev Batra, «Encoding and Retrieval of Ad Affect in Mem-

ory», Journal of Marketing Research, 28 (May 1991), 232-239. Also see Jennifer Edson Escalas,

Marian Chapman Moore, and Julie Edell Britton, «Fishing for Feelings? Hooking Viewers

Helps!» Journal ofConsumer Psychology, 14 (2004), 105-114.

Batra and Stayman, «The Role of Mood in Advertising Effectiveness»; Howard and Barry,

«The Role of Thematic Congruence between a Mood-Inducing Event and an Advertised Prod-

uct in Determining the Effects of Mood on Brand Attitudes»; Punam Anand Keller, Isaac M.

Lipkus, and Barbara K. Rimer, «Affect, Framing, and Persuasion», Journal of Marketing Re-

search, 40 (February 2003), 54-64; Petty, Schumann, Richman, and Strathman, «Positive Mood

and Persuasion».

Marvin E. Goldberg and Gerald J. Gorn, «Happy and Sad TV Programs: How They Affect

Reactions to Commercials», Journal of Consumer Research, 14 (December 1987), 387-403; John

P. Murry Jr., John L. Lastovicka, and Surendra N. Singh, «Feelings and Liking Responses to

Television Programs: An Examination of Two Explanations for Media-Context Effects», Jour-

nal of Consumer Research, 18 (March 1992), 441-451. For additional research on context ef-

fects, see Patrick De Pelsmacker, Maggie Geuens, and Pascal Anckaert, «Media Context in

Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity» Jowr-

nal of Advertising, 31 (Summer 2002), 49-61.

«GF, Coke Tell Why They Shun TV News», Advertising Age Qanuary 28, 1980), 39.

Adam Hanft, «How Super Is Your Market?», Wall Street Journal (March 1, 2005), B2.

Kordelia Spies, Friedrich Hesse, and Kerstin Loesch, «Store Atmosphere, Mood and Pur-

chasing Behavior», International journal of Research in Marketing, 14 (1997), 1-17.

Ibid.

A. Mehrabian and James H. Russell, An Approach to Environmental Psychology (Cambridge,

MA: MIT Press, 1974).

Robert J. Donovan and John R. Rossiter, «Store Atmosphere: An Environmental Psychol-

ogy Approach», Journal of Retailing, 58 (Spring 1982), 34-57.

Changjo Yoo, Jonghee Park, and Deborah J. Maclnnis, «Effects of Store Characteristics

and In-Store Emotional Experiences on Store Attitude», Journal of Business Research, 42 (1998),

253-263.

Spies, Hesse, and Loesch, «Store Atmosphere, Mood and Purchasing Behavior».

Donovan and Rossiter, «Store Atmosphere: An Environmental Psychology Approach»;

Elaine Sherman, Anil Mathur, and Ruth Belk Smith, «Store Environment and Consumer Pur-

chase Behavior: Mediating Role of Consumer Emotions», Psychology and Marketing, 14 (July

1997), 361-378; Yoo, Park, and Maclnnis, «Effects of Store Characteristics and In-Store Emo-

tional Experiences on Store Attitude».

Obermiller and Bittner, «Store Atmosphere: A Peripheral Cue for Product Evaluation».

Robert J. Donovan, John R. Rossiter, Gilian Marcoolyn, and Andrew Nesdale, «Store At-

mosphere and Purchasing Behavior», Journal of Retailing, 70 (Fall 1994), 283-294; Sherman,

906 Примечания

Mathur, and Smith, «Store Environment and Consumer Purchase Behavior»; Spies, Hesse, and

Loesch, «Store Atmosphere, Mood and Purchasing Behavior».

4/1

Morris B. Holbrook and Elizabeth C. Hirschman, «The Experiential Aspects of Consump-

tion: Consumer Fantasies, Feelings, and Fun», JournalofConsumer Research, 9 (September 1982),

132-140; Haim Mano and Richard L. Oliver, «Assessing the Dimensionality and Structure of

the Consumption Experience: Evaluation, Feeling, and Satisfaction», Journal of Consumer Re-

search, 20 (December 1993), 451-466; Richard L. Oliver, «Cognitive, Affective, and Attribute

Bases of the Satisfaction Response», journal of Consumer Research, 20 (December 1993), 418-

430; Robert A. Westbrook, «Product/ Consumption-Based Affective Responses and Postpur-

chase Processes», Journal of Marketing Research, 24 (August 1987), 258-270; Robert A. West-

brook and Richard L. Oliver, «The Dimensionality of Consumption Emotion Patterns and Con-

sumer Satisfaction», journal of Consumer Research, 18 (June 1991), 84-91.

Paul W. Mmiard, Sunil Bhatla, and Deepak Sirdeshmukh, «Mood as a Determinant of

Post-Consumption Evaluations: Mood Effects and Their Dependency on the Affective Intensi-

ty of the Consumption Experience», Journal of Consumer Psychology, 1 (1992), 173-195.

«Sony Tops the List in Annual Best Brands Survey for Fifth Consecutive Year», Harris

Interactive, www.harrisinteractive.com Quly 7, 2004).

«Reynolds Wrap Aluminum Foil Ranks #1 in Overall Brand Equity», Harris Interactive,

www.harrisinteractive.com (June 22, 2004).

«EquiTrend's 5 Key Measures», Harris Interactive, www.harrisinteractive.com.

For an excellent review of the literature concerning attitude resistance, see Alice H. Eagly and

Shelly Chaiken, The Psychology of Attitudes (Fort Worth, TX: Harcourt Brace Jovanovich, 1993).

Michael J. Barone and Paul W. Miniard, «How and When Factual Ad Claims Can Mislead

Consumers: Examining the Deceptive Consequences of Copy X Copy Interactions for Partial

Comparative Ads», Journal of Marketing Research, 36 (February 1999), 58-74; Michael J. Bar-

one, Kay M. Palan, and Paul W. Miniard, «Brand Usage and Gender as Moderators of the Po-

tential Deception Associated with Partial Comparative Advertising», Journal of Advertising, 33

(Spring 2004), 19-28.

Russell H. Fazio and Mark P. Zanna, «On the Predictive Validity of Attitudes: The Roles

of Direct Experience and Confidence»,Journal of Personality, 46 (June 1978), 228-243; Lawrence

J. Marks and Michael A. Kamins, «The Use of Product Sampling and Advertising: Effects of

Sequence of Exposure and Degree of Advertising Claim Exaggeration on Consumers' Belief

Strength, Belief Confidence, and Attitudes», Journal of Marketing Research, 5 (August 1988),

266-281; Robert E. Smith and William R. Swinyard, «Attitude-Behavior Consistency: The Im-

pact of Product Trial versus Advertising», Journal of Marketing Research, 20 (August 1983),

257-267.

Ida E. Berger, «The Nature of Attitude Accessibility and Attitude Confidence: A Triangulat-

ed Experiment», Journal of Consumer Psychology, 1 (1992), 103-124; Ida E. Berger and Andrew

A. Mitchell, «The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the

Attitude-Behavior Re\ationship»,Journal of Consumer Research, 16 (December 1989), 269-279.

Fazio and Zanna, «On the Predictive Validity of Attitudes»; Marks and Kamins, «The Use of

Product Sampling and Advertising»; Smith and Swinyard, «Attitude-Behavior Consistency».

Berger, «The Nature of Attitude Accessibility and Attitude Confidence»; Fazio and Zanna,

«On the Predictive Validity of Attitudes»; Smith and Swinyard, «Attitude-Behavior Consis-

tency».

Marks and Kamins, «The Use of Product Sampling and Advertising».

Berger and Mitchell, «The Effect of Advertising on Attitude Accessibility, Attitude Confi-

dence, and the Attitude-Behavior Relationship»; Russell H. Fazio, Martha С Powell, and Carol

J. Williams, «The Role of Attitude Accessibility and the Attitude-to-Behavior Process», Jour-

nal of Consumer Research, 16 (December 1989), 280-288.

Примечания 907

Russell H. Fazio, David M. Sanbonmatsu, Martha С. Powell, and Frank R. Kardes, «On

the Automatic Activation of Attitudes», Journal of Personality and Social Psychology, 40 (Feb-

ruary 1986), 229-238.

Cyndee Miller, «Study Says "Likability" Surfaces as Measure of TV Ad Success», Market-

ing News (January 7,1991), 6,14. Also see Cyndee Miller, «Researchers Balk at Testing Rough

Ads for "Likability,"«Marketing News (September 2, 1991), 2.

Keith S. Coulter, «An Examination of Qualitative vs. Quantitative Elaboration Likelihood

Effects», Psychology and Marketing, 11 (January 2005), 31-49; Scott B. MacKenzie, Richard J.

Lutz, and George E. Belch, «The Role of Attitude toward the Ad as a Mediator of Advertising

Effectiveness: A Test of Competing Exp\anations»Journal of Marketing Research, 23 (May 1986),

130-143; Paul W. Miniard, Sunil Bhatla, and Randall L. Rose, «On the Formation and Rela-

tionship of Ad and Brand Attitudes: An Experimental and Causal Analysis», Journal of Market-

ing Research, 27 (August 1990), 290-303; Andrew A. Mitchell and Jerry С Olson, «Are Prod-

uct Attribute Beliefs the Only Mediators of Advertising Effects on Brand Attitudes?»/oMr«fi/

of Marketing Research, 18 (August 1981), 318-332.

Fishbein and Ajzen, Belief, Attitude, Intention, and Behavior.

Douglas Hanks III, «Tennis? Anyone?» Miami Herald (October 23, 2004), Cl, C3.

Ibid.

Discussion of additional multiattribute models can be found in Frank A. Bass and W. Wayne

Talarzyk, «Attitude Model for the Study of Brand Preference», Journal of Marketing Research,

9 (February 1972), 93-96; Jagdish N. Sheth and W. Wayne Talarzyk, «Perceived Instrumen-

tality and Value Importance as Determinants of Attitudes», Journal of Marketing Research, 9

(February 1973), 6-9; Milton J. Rosenberg, «Cognitive Structure and Attitudinal Affect» ,/омг-

nal of Abnormal and Social Psychology, 53 (November 1956), 367-372; Olli T. Ahtola, «The

Vector Model of Preferences: An Alternative to the Fishbein Model», Journal of Marketing Re-

search, 12 (February 1975), 52-59.

Martin Fishbein, «An Investigation of the Relationships between Beliefs about an Object

and the Attitude toward That Object», Human Relations, 16 (August 1963), 233-240; Fishbein

and Ajzen, Belief, Attitude, Intention, and Behavior; Ajzen and Fishbein, Understanding Attitudes

and Predicting Social Behavior. For general reviews of multiattribute models in consumer re-

search, see Richard J. Lutz and James R. Bettman, «MultiAttribute Models in Marketing: A

Bicentennial Review», in Arch G. Woodside, Jagdish N. Sheth, and Peter D. Bennett, eds., Con-

sumer and Industrial Buying Behavior (NewYork: North-Holland, 1977), 137-149; William L.

Wilkie and Edgar A. Pessemier, «Issues in Marketing's Use of Multi-Attribute Models», Jour-

nal of Marketing Research, 10 (November 1973), 428-441.

Evidence suggests that the order in which beliefs are measured (by attribute across brands

versus by brand across attributes) can be important. See Eugene D. Joffee and Israel D. Neben-

zahl, «Alternative Questionnaire Formats for Country Image Studies», Journal of Marketing

Research, 21 (November 1984), 463-471. Certain characteristics of the response scale may also

affect elderly consumers' responses. See Rama K. Jayanti, Mary K. McManamon, and Thomas

W. Whipple, «The Effects of Aging on Brand Attitude Measurement», Journal of Consumer

Marketing, 21 (2004), 264-273.

Examples of applying the ideal-point model can be found in James L. Ginter, «An Experi-

mental Investigation of Attitude Change and Choice of a New Brand», Journal of Marketing

Research, 11 (February 1974), 30-40; Donald R. Lehmann, «Television Show Preference: Ap-

plication of a Choice Model», Journal of Marketing Research, 8 (February 1972), 47-55.

For research on the model's usefulness in new product development, see Morris B. Hol-

brook and William J. Havlena, «Assessing the Real-to-Artificial Generalizability of Multiat-

tribute Attitude Models in Tests of New Product Designs», Journal of Marketing Research, 25

(February 1988), 25-35.

908 Примечания

«Lever Brothers Uses Micromodel to Project Market Share», Marketing News (November

27, 1981).

For an empirical demonstration of changing attitudes from a multiattribute perspective,

see Richard J. Lutz, «Changing Brand Attitudes through Modification of Cognitive Structure»,

Journal of Consumer Research, 1 (March 1975), 49-59.

Paul W. Miniard, Randall L. Rose, Michael J. Barone, and Kenneth C. Manning, «On the

Need for Relative Measures When Assessing Comparative Advertising Effects», Journal of Ad-

vertising, 22 (September 1993), 41-58; Paul W. Miniard, Randall L. Rose, Kenneth C. Man-

ning, and Michael J. Barone, «Tracking the Effects of Comparative and Noncomparative Adver-

tising with Relative and Nonrelative Measures: A Further Examination of the Framing Corre-

spondence Hypothesis», Journal of Business Research, 41 (February 1998), 137-143; Cornelia

Pechmann and S. Ratneshwar, «The Use of Comparative Advertising for Brand Positioning:

Association versus Differentiation», Journal of Consumer Research, 18 (September 1991), 145-

160; Randall L. Rose, Paul W. Miniard, Michael J. Barone, Kenneth C. Manning, and Brian D.

Till, «When Persuasion Goes Undetected: The Case of Comparative Advertising», Journal of

Marketing Research, 30 (August 1993), 315-330.

Scott B. MacKenzie, «The Role of Attention in Mediating the Effect of Advertising on

Attribute Importance» Journal of Consumer Research, 13 (September 1986), 174-195.

Gregg Fields, «Blowing Smoke?» Miami Herald (January 25, 1998), Fl, F3.

For research on the intention-behavior relationship, see Donald H. Granbois and John O.

Summers, «Primary and Secondary Validity of Consumer Purchase Probabilities», Journal of

Consumer Research, A (March 1975), 31-38; Paul W. Miniard, Carl Obermiller, and Thomas J.

Page Jr., «A Further Assessment of Measurement Influences on the Intention-Behavior Relation-

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1978), 163-168; Paul R. Warshaw, «Predicting Purchase and Other Behaviors from General and

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Chuck Elliott, «Fire Up the Grill», LP-Gas (May 2004), 12-14.

«Barbecue and Grill Unit Shipments», Hearth, Patio & Barbecue Association,

www.hpba.org.

«US Consumers Plan to Buy More Real Trees», press release, National Christmas Tree

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"Joseph A. Cote, James McCullough, and Michael Reilly, «Effects of Unexpected Situations

on Behavior-Intention Differences: A Garbology Analysis», Journal of Consumer Research, 12

(September 1985), 188-194.

Jennifer Lach, «Meet You in Aisle Three», American Demographics (April 1999), 41-42.

For an excellent discussion of the importance of measurement correspondence, see Icek

Ajzen and Martin Fishbein, «Attitude-Behavior Relations: A Theoretical Analysis and Review

of Empirical Research», Psychological Bulletin, 84 (September 1977), 888-918. For an empiri-

cal demonstration, see James Jaccard, G. William King, and Richard Pomozal, «Attitudes and

Behavior: An Analysis of Specificity of Attitudinal Predictors», Human Relations, 30 (Septem-

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Paul R. Warshaw and Fred D. Davis, «Disentangling Behavioral Intention and Behavioral

Expectation», Journal of Experimental Social Psychology, 21 (1985), 213-228.

Ajzen and Fishbein, Understanding Attitudes and Predicting Social Behavior; E. Bonfield,

«Attitude, Social Influence, Personal Norms, and Intention Interactions as Related to Brand

Purchase Behavior», Journal of Marketing Research, 11 (November 1974), 379-389.

Icek Ajzen, «From Intentions to Actions: A Theory of Planned Behavior», in J. Kuhland

and J. Beckman, eds., Action Control: From Cognitions to Behavior (Heidelberg: Springer-Verlag,

1985), 11-39; Ajzen, «The Theory of Planned Behavior»; Thomas J. Madden, Pamela Scholder

Примечания 909

Ellen, and Icek Ajzen, «A Comparison of the Theory of Planned Behavior and the Theory of

Reasoned Action», Personality and Social Psychology Bulletin, 18 (February 1992), 3-9.

s:l

Cyndee Miller, «Hemp Is Latest Buzzword», Marketing News (March 17, 1997), 1, 6.

Pierre Chandon, Vicki G. Morwitz, and Werner J. Reinartz, «The Short- and Long-Term

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Intentions Change Actual Beh-dvior?»,Journal of Consumer Psychology, 14 (2004), 64-74 ; Vic-

ki G. Morwitz, Eric Johnson, and David Schmittlein, «Does Measuring Intent Change Behav-

ior?», Journal of Consumer Research, 20 (June 1993), 46-61; Patti Williams, Gavan J. Fitzsimo-

ns, and Lauren G. Black, «When Consumers Do Not Recognize "Benign" Intention Questions

as Persuasion Attempts», Journal of Consumer Research, 31 (December 2004), 540-550.

Глава 11

Harry C. Triandis, «Cross-Cultural Studies of Individualism and Collectivism», in John

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41-133.

Hazel Rose Markus and Shinobu Kitayama, «Culture and the Self: Implications for Cogni-

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Grant McCracken, «Culture and Consumption: A Theoretical Account of the Structure

and Movement of the Cultural Meaning of Consumer Goods», Journal of Consumer Research, 13

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Melanie Wallendorf and M. Reilly, «Distinguishing Culture of Origin from Culture of Res-

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Dana L. Alden, Jan-Benedict E. M. Steenkamp, and Rajeev Batra, «Brand Positioning

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Daniel Liechty, The Ernest Becker Reader (Seattle: University of Washington Press, 2005), 166.

Alden, Steenkamp, and Batra, «Brand Positioning through Advertising in Asia, North Amer-

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"James H. Leigh and Terrance G. Gabel, «Symbolic Interactionism: Its Effects on Consumer

Behavior and Implications for Marketing Strategy», Journal of Consumer Marketing, 9 (Winter

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Phillip R. Harris and Robert I. Moran, Managing Cultural Differences (Houston: Gulf Pub-

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" P. Valette-Florence and A. Jolibert, «Social Values, A.I.O., and Consumption Patterns»,

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Donnel Briley, Michael Morris, and Itamar Simonson, «Reasons as Carriers of Culture:

Dynamic versus Dispositional Models of Cultural Influence on Decision Making», Journal of

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Gregory M. Rose, «Consumer Socialization, Parental Style, and Developmental Timeta-

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George P. Moschis, Consumer Socialization (Lexington, MA: Lexington Books, 1987), 9.

910 Примечания

Coreen Bailor, «The Young and the Rich: The New Thrifty», Destination CRM (February

9, 2005).

Sharon Zukin, Point of Purchases: How Shopping Changed American Culture (New York:

Routledge, 2003).

Roger Blackwell, «Miele», in Roger D. Blackwell, Kristina S. Blackwell, and W. Wayne Ta-

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Johny Johansson and Ikujiro Nonaka, Relentless: The Japanese Way of Marketing (New

York: HarperBusiness, 1996).

R. Bruce Money, Mary C. Gilly, and John L. Graham, «Explorations of National Culture

and Word of Mouth Referral Behavior in the Purchase of Industrial Services in the United

States and Japan», Journal of Marketing (October 1998), 76-87.

Angela da Rocha, Rebecca Arkader, and Antonio Barretto, «On Networks and Bonds: A

Cultural Analysis of the Nature of Relationships», in David W. Cravens and Peter R. Dickson,

eds., Enhancing Knowledge Development in Marketing (Chicago: American Marketing Associa-

tion, 1993), 92-96.

William Taylor, «Crime? Greed? Big Ideas? What Were the '80s About?» Harvard Busi-

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Foo Nin Ho, Scott J. Vitell, James H. Barnes, and Rene Desborde, «Ethical Correlates of

Role Conflict and Ambiguity in Marketing: The Mediating Role of Cognitive Moral Develop-

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Charles H. Schwepker, О. С Ferrell, Thomas N. Ingram, «The Influence of Ethical Climate

and Ethical Conflict on Role Stress in the Sales Force», Journal of the Academy of Marketing

Science (Spring 1997), 99-108.

Kristol De Wulf, Gaby Odekerken-Schroeder and Dawn Iacobucci, «Investments in Con-

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33-51.

Joseph T. Plummer, «Changing Values», Futurist 23 (January/February 1989), 8-13.

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

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Jennifer Aaker, «Accessibility or Diagnosticity? Disentangling the Influence of Culture on

Persuasion Processes and Attitudes» Journal of Consumer Research, 26 (March 2000), 340-358.

«One Nation, Under God?» American Demographics (January 2002), 16.

Pamela Paul, «Religious Identity and Mobility», American Demographics (March 2003),

20-21.

Ibid.

Richard Cimino and Don Lattin, «Choosing My Religion», American Demographics (April

1999), 62-65.

David B. Wolfe, «The Psychological Center of Gravity», American Demographics (April

1998), 16.

Louise Witt, «Whose Side is God On? American Demographics (February 2004), 18-19.

«A Measure of Success», American Demographics (April 1999), 9.

Cathleen Falsani, «Nothing Phony about Madonna's Spiritual Journey», Chicago Sun-Times

(September 17, 2004).

Jon Fine, «How a "Pyromarketing" Campaign Sold over 21 Million Books», www.adage.com

(March 1, 2005).

Norval D. Glenn, Cohort Analysis (Beverly Hills, CA: Sage Publications, 1977).

John Robinson and Nicholas Zill, «Matters of Culture», American Demographics (Septem-

ber 1997), 24.

4(1

Ibid.

Christopher Reynolds, «Up on the Envy Meter», American Demographics Qiine 2004), 6-7.