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Примечания 921

Jacqueline Johnson Brown and Peter H. Reingen, «Social Ties and Word-of-Mouth Refer-

ral Behavior», Journal of Consumer Research, 14 (December 1987), 350-362.

William L. Wilkie, Consumer Behavior (New York: Wiley, 1986), 160.

Ernest Dichter, «How Word-of-Mouth Advertising Works», Harvard Business Review (No-

vember/December 1966), 147-166.

Paula Fitzgerald Bone, «Determinants of Word-of-Mouth Communications during Prod-

uct Consumption», in John E. Sherry and Brian Sternthal, eds., Advances in Consumer Research,

19 (Provo, UT: Association for Consumer Research, 1992), 579-583.

See, especially, Everett M. Rogers, Diffusion of Innovations, 3rd ed. (New York: Free Press,

1983).

See Brown and Reingen, «Social Ties and Word-of-Mouth Referral Behavior».

Laura J. Yale and Mary C. Gilly, «Dyadic Perceptions in Personal Source Information

Search» Journal of Business Research, 32 (March 1995), 225-237.

Meera P. Venkatraman, «Opinion Leadership: Enduring Involvement and Characteristics

of Opinion Leaders: A Moderating or Mediating Relationship», in Marvin E. Goldberg, Gerald

Gorn, and Richard W. Pollay, eds., Advances in Consumer Research, 17 (Provo, UT: Association

for Consumer Research, 1990), 60-67.

Elizabeth Hirschman, «Innovativeness, Novelty Seeking, and Consumer Creativity»,/oMr-

nal of Consumer Research, 7 (December 1980), 283-295.

Mary C. Gilly, John L. Graham, Mary Finley Wolfmbarger, and Laura J. Yale, «A Dyadic

Study of Interpersonal Information Search», Journal of the Academy of Marketing Science, 26

(April 1998), 83-100.

Charles W. King and John O. Summers, «Overlap of Opinion Leadership across Product

Categories», Journal of Marketing Research, 7 (February 1970), 43-50.

Lawrence F. Feick and Linda L. Price, «The Market Maven: A Diffuser of Marketplace

Information», Journal of Marketing, 51 (January 1987), 85.

Michael T. Elliott and Anne E. Warfield, «Do Market Mavens Categorize Brands Differ-

ently?» in Leigh McAlister and Michael L. Rothschild, eds., Advances in Consumer Research, 20

(Provo, UT: Association for Consumer Research 1993), 202-208; and Frank Alpert, «Consum-

er Market Beliefs and Their Managerial Implications: An Empirical Examination», Journal of

Consumer Marketing, 10 (April 1993), 56-70.

King and Summers, «Overlap of Opinion Leadership across Product Categories».

Stanley C. Hollander and Kathleen M. Rassuli, «Shopping with Other People's Money:

The Marketing Management Implications of Surrogate-Mediated Consumer Decision Making»,

Journal of Marketing, 63 (April 1999), 2.

Leonard Berry, Discovering the Soul of Service (New York: Free Press, 1999).

Michael R. Solomon, Carol Surprenant, John A. Czcpiel, and Evelyn G. Gutman, «A Role

Theory Perspective on Dyadic Interactions: The Service Encounter», Journal of Marketing, 49

(Winter 1985), 99-111.

Stephen Grove and Raymond Fisk, «The Service Encounter as Theater», in John F. Sherry

Jr., and Brian Sternthal, eds., Advances in Consumer Research, 19 (Provo, UT: Association for

Consumer Research, 1992), 455-461.

Glenn B. Voss, A. Parasuraman, and Dhruv Grewal, «The Roles of Price, Performance, and

Expectations in Determining Satisfaction in Service Exchanges»,Journal of Marketing, 62 (Oc-

tober 1998), 46-61.

Rosemary P. Ramsey and Ravipreet S. Sohi, «Listening to Your Customers: The Impact of

Perceived Salesperson Listening Behavior on Relationship Outcomes», Journal of the Academy

of Marketing Science, 25 (Spring 1997), 2, 127-137.

Neeli Bendapudi, and Leonard L. Berry, «Customers' Motivations for Maintaining Rela-

tionships with Service Providers», Journal of Retailing, 73 (January 1997), 15-37.

922 Примечания

Kevin P. Gwinner, Dwayne D. Gremler, and Mary Jo Bitner, «Relational Benefits in Ser-

vice Industries: The Customer's Perspective», Journal of the Academy of Marketing Science, 26

(April 1998), 101-114.

Linda L. Price and Eric J. Arnould, «Commercial Friendships: Service Provider-Client

Relationships in Context», Journal of Marketing, 63 (October 1999), 38-56.

Neeli Benapudi, «Where Does the Wow in Wawa Come From», NACS Magazine (Novem-

ber 2004). See also Leonard Berry and Neeli Bendapudi, «Clueing in the Customers», Harvard

Business Review, 81 (February 2003), 100-106,126.

Michael Tracey and Fred Wersema, The Disciple of Market Leadership (Philadelphia: Per-

seus Book Group, 1997).

Roger Blackwell and Tina Stephan, Brands That Rock (New York: Wiley, 2003).

Thorstein Veblen, The Theory of the Leisure Class (New York: Macmillan, 1899); George

Simmel, «Fashion», International Quarterly, 10 (1904), 130-155.

Paul E. Lazarsfeld, Bernard R. Berelson, and Hazel Gaudet, The People's Choice (New York:

Columbia University Press, 1948), 151.

For a review of relevant research, see Herr, Kardes, and Kim, «Effects of Word-of-Mouth

and Product-Attribute Information on Persuasion»; Linda L. Price and Lawrence F. Feick, «The

Role of Interpersonal Sources and External Search: An Informational Perspective», in Thomas

C. Kinnear, ed., Advances, 11 (Provo, UT: Association for Consumer Research, 1984), 250-255;

and Theresa A. Swam and Nancy Stephens, «Information Search for Services: The Maturity

Segment», in Kinnear, Advances, 244-249.

Barbara B. Stern and Stephen J. Gould, «The Consumer as Financial Opinion Leader»,

Journal of Retail Banking, 10 (Summer 1988), 43-52.

Christy Fisher, «Wal-Mart's Way», Advertising Age (February 18, 1991), 3.

Jonathan Gutman and Michael K. Mills, «Fashion Lifestyle and Consumer Information

Usage: Formulating Effective Marketing Communications», in Bruce J. Walker, et al., eds., An

Assessment of Marketing Thought and Practice (Chicago: American Marketing Association, 1982),

199-203.

Herr, Kardes, and Kim, «Effects of Word-of-Mouth and Product-Attribute Information

on Persuasion»; Marsha L. Richins, «Word of Mouth Communication as Negative Informa-

tion», in Kinnear, Advances, 697-702; and Richard W. Mizerski, «An Attribution Explanation

of the Disproportionate Influence of Unfavorable Information», Journal of Consumer Research,

9 (December 1982), 301-310.

John H. Holmes and John D. Lett Jr., «Product Sampling and Word of Mouth»,/ouraa/o/

Advertising Research, 17 (October 1977), 35-40.

Measuring the Grapevine: Consumer Response and Word-of-Mouth, The Coca-Cola Co.

(1981).

John E. Pluennecke and William J. Hampton, «Can Audi Fix a Dented Image?», Business

Week (November 17,1986), 81-82.

Barnet Wolf, «Wendy's Got on Top of Story», Columbus Dispatch (March 26, 2005), Cl.

Euene Sivadas and Robert Dwyer, «An Examination of Organizational Factors Influenc-

ing New Product Success in Internal and Alliance-Based Processes», Journal of Marketing, 64

Oanuary 2000), 31-50.

David Henard and David Szymanski, «Why Some New Products Axe More Successful

Than Others», Journal of Marketing Research, 38 (August 2001), 362-376.

Rosabeth Moss Kanter, «Highlights», in Kanter, ed., The Change Masters: Innovation and

Entrepreneurship in the American Corporation (New York: Free Press, 1987).

Thomas S. Robertson, «The Process of Innovation and the Diffusion of Innovation»,/o«r-

nal of Marketing (January 1967), 14-19.

Примечания 923

Lee G. Cooper, «Strategic Marketing Planning for Radically New Products», Journal of

Marketing, 64 Qanuary 2000), 1-16.

C. Page Moreau, Donald Lehmann, and Arthur Markman, «Entrenched Knowledge Struc-

tures and Consumer Response to New Products», Journal of Marketing Research, 38 (February

2001), 14-30.

Glen Urban and John Hauser, «"Listening In" to Find and Explore New Combinations of

Customer Needs», Journal of Marketing, 68 (April 2004), 72-98.

"Thomas McCarroll, «What New Age?» Time (August 12, 1991), 44-45.

Michael S. Latour and Scott D. Roberts, «Cultural Anchoring and Product Diffusion»,

Journal of Consumer Marketing, 9 (Fall 1991), 29-34.

Salah Hassan, «Attributes of Diffusion Adoption Decisions», Proceedings of the Academy

of Marketing Science (1990).

For a good discussion on this subject, please see Venkatesh Shankar, Gregory S. Carpenter,

and Lakshman Krishnamurthi, «The Advantages of Entry in the Growth Stage of the Product

Life Cycle: An Empirical Analysis», Journal of Marketing Research, 36 (May 1999), 269-276.

Everett M. Rogers, Diffusion of Innovations, 3rd ed. (New York: Free Press, 1983), 5.

Dan Horsky and Leonard S. Simon, «Advertising and the Diffusion of New Products»,

Marketing Science, 2 (Winter 1983), 1-17.

John O'Shaugnessy, Why People Buy (New York: Oxford University Press, 1987), 25-38.

Roger Blackwell and Kristina Stephan, Customers Rule! Why the E-Commerce Honeymoon

is Over and Where Winning Firms Go From Here (New York: Random/Crown Business, 2001).

James Wills, A. C. Samli, and Laurence Jacobs, «Developing Global Products and Market-

ing Strategies: A Construct and a Research Agenda», Journal of the Academy of Marketing Sci-

ence, 19 (Winter 1991), 1-10.

Marnik Dekimpe, Phillip Parker, and Miklos Savary, «Global Diffusion of Technological Inno-

vations: A Coupled-Hazard Approach», Journal of Marketing Research, 37 (February 2000), 47-60.

Thomas S. Robertson and Hubert Gatignon, «Competitive Effects on Technology Diffu-

sion» Journal of Marketing, 50 (July 1986), 1-12.

Sabine Kuester, Christian Homburg, and Thomas S. Robertson, «Retaliatory Behavior to

New Product Entry», Journal of Marketing, 63 (October 1999), 90-106.

«New Technologies Take Time», Business Week (April 19, 1999), 8.

Richard Olshavsky, «Time and the Rate of Adoption of Innovations»,/owraa/ of Consumer

Research, 6 (March 1980), 425-428.

Milton D. Rosenau Jr., «Speeding Your New Product to Market», Journal of Consumer

Marketing, 5 (Spring 1988), 23-35.

Jacob Goldenberg, Barak Libai, and Eitan Muller, «Riding the Saddle: How Cross-Market

Communications Can Create a Major Slump in Sales» Journal of Marketing, 66 (April 2002),

1-16.

Steve Hoeffler, «Measuring Preferences for Really New Products», Journal of Marketing

Research, 40 (November 2003), 405-421.

Thomas С Boyd and Charlotte H. Mason, «The Link between Attractiveness of "Extra-

brand" Attributes and the Adoption of Innovations», Journal of the Academy of Marketing Sci-

ence, 27 (Summer 1999), 306-319.

John M. Antil, «New Product or Service Adoption: When Does It Happen?» Journal of

Consumer Marketing, 5 (Spring 1988), 5-15.

David J. Bums, «Husband-Wife Innovative Consumer Decision Making: Exploring the

Effect of Family Power», Psychology and Marketing, 9 (New York: Wiley, 1992), 175-189.

Gordon R. Foxall and Seema Bhate, «Cognitive Style and Personal Involvement as Expli-

cators of Innovative Purchasing of "Healthy" Food Brands», European Journal of Marketing, 27

(February 1993), 5-16.

924 Примечания

Gordon Foxall and Christopher G. Hawkins, «Cognitive Style and Consumer Innovative-

ness: An Empirical Test of Kirton's Adaption-Innovation Theory in the Context of Food Pur-

chasing», European Journal of Marketing, 20 (March 1986), 63-80.

M.J. Kirton, «Adaptors and Innovators: A Theory of Cognitive Style», in K. Gronhaugand

M. Kaufman, eds., Innovation: A Cross-Disciplinary Perspective (New York: Wiley, 1986).

Vijay Mahajan and Eitan Muller, «When Is It Worthwhile Targeting the Majority Instead

of the Innovators in a New Product Launch?» Journal of Marketing Research, 35 (November

1998), 488-495.

Linda Price, Lawrence Feick, and Daniel Smith, «A Re-Examination of Communication

Channel Usage by Adopter Categories», in Richard Lutz, ed., Advances in Consumer Research,

13 (Provo, UT: Association for Consumer Research, 1986), 409-412.

100

Ram C. Rao and Frank M. Bass, «Competition, Strategy, and Price Dynamics: A Theoret-

ical and Empirical Investigation», Journal of Marketing Research, 24 (August 1985), 283-296.

101

Hirschman, «Innovativeness, Novelty Seeking, and Consumer Creativity»; M. P. Venkatra-

man and L. P. Price, «Differentiating between Cognitive and Sensory Innovativeness: Concepts,

Measurement and Their Implications»,./oHrrta/o/BMsmes.s Research, 20 (June 1990), 293-315.

102

Meera P. Venkatraman, «The Impact of Innovativeness and Innovation Type on Adop-

tion» Journal of Retailing, 67 (Spring 1991), 51-67.

103

Eric von Hippel, Stefan Thomke, and Mary Sonnack, «Creating Breakthroughs at 3M»,

Harvard Business Review (September/October 1999), 47-57.

104

John P. Workman Jr., «Marketing's Limited Role in New Product Development in One

Computer Systems Firm», Journal of Marketing Research, 30 (November 1993), 405-421.

105

Rashi Glazer, «Marketing in an Information-Intensive Environment: Strategic Implica-

tions of Knowledge as an Asset», Journal of Marketing, 55 (October 1991), 1-19.

l06

James M. Sinkula, «Market Information Processing and Organizational Learning»,Jour-

nal of Marketing, 58 (January 1994), 35-45. For more information, see Gary Hamel and С. К.

Prahalad, Competing for the Future (Boston: Harvard Business School Press, 1994).

107

Lisa Susanne Willsey, «Taking These 7 Steps Will Help You Launch a New Product»,

Marketing News (March 29,1999), 17.

108

Darren W. Dahl, Amitava Chattopadhyay, and Gerald J. Gorn, «The Use of Visual Mental

Imagery in New Product Designъ, Journal of Marketing Research, 36 (February 1999), 18-28.

109

Space does not permit more detailed discussion of these models. If you are interested, you

will find them described, along with appropriate citations to source materials, in earlier editions

of this text. See James Engel and Roger Blackwell, Consumer Behavior, 4th ed. (Homewood, IL:

Dryden Press, 1982), 401-409. For a review of these models, see С Naqrasimhan and S. K. Sen,

«Test Market Models for New Product Introduction», in Yoram Wind, Vijay Mahjan, and Ri-

chard Cardozo, eds., New Product Forecasting — Models and Applications (Lexington, MA: Lex-

ington Books, 1981); and Vijay Mahjan and Robert A. Peterson, Innovation Diffusion: Models

and Applications (Beverly Hills, CA: Sage Publications, 1985). See also Vijay Mahjan, Eitan

Muller, and Frank M. Bass, «New Product Diffusion Models in Marketing: A Review and Di-

rections for Research», Journal of Marketing, 54 (January 1990), 1-26.

"° Glen L. Urban, John S. Hulland, and Bruce D. Weinberg, «Premarket Forecasting for

New Consumer Durable Goods: Modeling Categorization, Elimination, and Consideration Phe-

nomena», Journal of Marketing, 57 (April 1993), 47-63.

111

Booz-Allen & Hamilton, New Products Management for the 1980's (New York: Booz-Allen

& Hamilton, 1982).

112

Tiger Li and Roger J. Calantone, «The Impact of Market Knowledge Competence on New

Product Advantage: Conceptualization and Empirical Examination», Journal of Marketing, 62

(October 1998), 13-29.

Примечания __^_ 925

113

Eric von Hippel, Stefan Thomke, and Mary Sonnack, «Creating Breakthroughs at 3M»,

Hajvard Business Review (September/October 1999), 47-57.

Глава 14

«Getting Good Listing Attracts Volumes», Marketing News (January 3, 2000), 9-10.

Scot Burton, Donald R. Lichtenstein, and Richard G. Netemeyer, «Exposure to Sales Fly-

ers and Increased Purchases in Retail Supermarkets», Journal of Advertising Research, 39 (Sep-

tember/ October 1999), 7-14.

Anthony Bianco, Tom Lowry, Robert Berner, Michael Arndt, and Ronald Grover, «The

Vanishing Mass Market», BusinessWeek Online, www.business week.com (July 12, 2004).

John Gaffney, «Retailers Hungry for Customer Data: NRF Wrap-Up», inside 1to1,

www.ltol.com (January 31, 2005).

Ibid.

Dale Buss, «Hummer.com Is Top Web Site in J. D. Power Survey», Automotive News (Feb-

ruary 21, 2005), 20.

Ibid.

Anick Jesadun, «Advertisers Track, Target Website Visitors», Miami Herald (June 15,

2004), C8.

Ibid.

Jonathan Miller, «Floater Ads, the Cousins to Pop Ups, Evade the Blockers», New York

Times (February 24, 2005), G5.

Ibid.

Bob Tedeschi, «A Handful of Marketers Get Personal, Summoning Consumers by Name

with Customized Ads on the Internet», New York Times Qiine 28, 2004), C2.

Suzanne Vranica, «Direct Mail; Agency to Promote Tactic as More-Modern Techniques

Like E-Mail Ads Take Hold», Wall Street Journal (February 15, 2005), B4.

«US Email Marketing to Hit $6BN But Overload Looms», Precision Marketing (April 2,

2004), 9.

Vranica, «Direct Mail».

«Doubleclick's 2004 Consumer Email Study», DoubleClick, www.doubleclick .com (Oc-

tober 2004).

Ibid.

Beatrice E. Garcia, «Spam Haters Seek Relief», Miami Herald (September 30, 2003), Cl.

David McGuire, «A Year after Legislation, Spam Still Widespread», Washington Post Qan-

uary 4, 2005), E5.

David McGwire, «Feds, Private Groups to Educate Consumers about "Phishing" Scams»,

www.washingtonpost.com Qune 17, 2004).

Scott Van Camp, «OMG! Instant Messaging Is Becoming an Ad Vehicle», Brand-week

(November 1,2004), 14.

23 Ibid.

All of the statistics reported in this paragraph are drawn from Van Camp, «OMG! Instant

Messaging Is Becoming an Ad Vehicle».

Leslie Walker, «Pop-Up Videos Hit Instant Messengers», Washington Post (October 31,

2004), F7.

Jesse Oxfeld, «Blogs Rolling in 2005», Editor & Publisher, 138 Qanuary 2005), 36-40.

Lee Rainie, «The State of Blogging», Data Memo, Pew Internet & American Life Project,

www.pewinternet.org/PPF/r/ 144/report_display.asp (January 2005).

Mike Hughlett, «Ad Companies Probe Potential of Blog World», Chicago Tribune (Febru-

ary 22, 2005), 1.

926 Примечания

Riva Richmond, «Enterprise: Blogs Keep Internet Customers Coming Back; Small Firms Find

Tool Useful for Recognition, Connecting with Buyers», Wall StreetJournal (March 1, 2005), B8.

Ibid.

Keith McArthur, «Flog on a Blog: The Next Ad Frontier», wvvw.globe technology.com

(December 7, 2004).

Christina Cheddar Berk, «P&G Will Promote "Green" Detergent», Wall Street Journal

(January 19, 2005), 1.

Neal Leavitt, «No Degrees of Separation — from Tide», www.imediaconnection.com (Feb-

ruary 14, 2005).

Marty Bernstein, «Pontiac Makes Another Talk Show Giveaway», Automotive News (Jan-

uary 31,2005), D56.

«Oprah Giveaway Drives Massive Traffic Increase at Oprah and Pontiac Sites, According

to comScore Networks», press release, comScoreNetworks, www.comscore.com (September 17,

2004).

Ibid.

Suzanne Vranica and Brian Steinberg, «The Feathers Did Fly; A Year in Ads That Wasn't

for Chickens», Wall Street Journal (December 20, 2004), Bl.

Hank Kim, «AMEX Plans Jerry Seinfeld Meets Superman Internet Show», www.adage.com

(February 4, 2004).

Michael Snider, «Internet: Watch out for Advertainment», Maclean's (May 17, 2004), 54.

Greg Gatlin, «Shorts Are Big for Converse: Fans, Filmmakers Produce Ads», www

.bostonherald.com (December 14, 2004).

Rob Walker, «Poultry-Geist», New York Times Magazine (May 23, 2004), 18.

Ross Fadner, «Wireless Messaging Market Catches on Faster in Europe Than US», Medi-

aPost's MediaDaily News, www .mediapost.com (September 9, 2004).

Cynthia H. Cho, «For More Advertisers, the Medium Is the Text Message», Wall Street

Journal (August 2, 2004), Bl.

Ibid.

Brooks Barnes, «Coming to Your Cell: Paris Hilton; TV Firms Will Try to Widen Shows'

Viewers by Enabling Phone Users to Watch Clips», Wall Street Journal (March 17, 2005), B3.

«Indian Movie to Debut on Cell Phones», Boston Herald, www.business .bostonherald.com

(December 8, 2004).

Joseph Pereira, «Online Arcades Draw Fire for Immersing Kids in Ads», Miami Herald

Business Monday (May 17, 2004), 1.

Ibid.

"Catherine Arnold, «Just Press Play», Marketing News (May 15, 2004), 1, 15.

David E. Kalish, «Million Sign Up for Free Internet, But Not All Use It», Miami Herald

Qanuary 19, 2000), C7.

«Background on Zapping», Marketing News (September 14, 1984), 36.

Michael G. Harvey and James T. Rothe, «Video Cassette Recorders: Their Impact on View-

ers and Advertisers», Journal of Advertising Research (December 1984/January 1985), 10-19.

Joe Mandese, «Magna: Nielsen Data an "Eye-Opener," Reveals Ravages of DVRs over Time»,

MediaPost's MediaDaily News, www.mediapost.com (November 12, 2004).

This estimate comes from a report discussed by Gina Piccalo, «TiVo: A Marketer's (New)

Best Friend», www .seattletimes.com (November 22, 2004).

Ibid.

Margaret Henderson Blair and Michael J. Rabuck, «Advertising Wearin and Wear-out:

Ten Years Later — More Empirical Evidence and Successful Practice», Journal of Advertising

Research, 38 (September/October 1998), 7-18; Connie Pechmann and David W. Stewart, «Ad-

vertising Repetition: A Critical Review of Wearin and Wearout», Current Issues and Research

Примечания 927

in Advertising, 11 (1988), 285-330; Douglas R. Scott and Debbie Solomon, «What Is Wearout

Anyway?» Journal of Advertising Research, 38 (September/October 1998), 19-28; David W.

Stewart, «Advertising Wearout: What and How You Measure Matters»,Journal of Advertising

Research, 39 (September/October 1999), 39-42.

Laura Bird, «Researchers Criticize Overuse of Ads», Wall Street Journal (January 3,1992), B3.

Richard E. Petty and John T. Cacioppo, «Effects of Message Repetition and Position on

Cognitive Responses, Recall, and Persuasion», Journal of Personality and Social Psychology, 37

(January 1979), 97-109; 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.

Ibid.

Robert E. Burnkrant and Hanumantha R. Unnava, «Effects of Variation in Message Exe-

cution on the Learning of Repeated Brand Information», in Melanie Wallendorf and Paul F.

Anderson, eds., Advances in Consumer Research, 14 (Provo, UT: Association for Consumer Re-

search, 1987), 173-176; H. Rao Unnava and Robert E. Burnkrant, «Effects of Repeating Varied

Ad Executions on Brand Name Memory», Journal of Marketing Research, 28 (November 1991),

406-416.

Bird, «Researchers Criticize Overuse of Ads».

Rebecca Quick, «Is Ever-So-Hip Abercrombie & Fitch Losing Its Edge With Teens?»,

Wall Street Journal (February 22, 2000), Bl, B4.

Webster's New World Dictionary, Second College Edition, s.v. «attention».

Ravi Dhar and Itamar Simonson, «The Effect of the Focus of Comparison on Consumer

Preferences», Journal of Marketing Research, 29 (November 1992), 430-440.

For research on the effect of using shorter commercials, see Surendra N. Singh and Cathe-

rine A. Cole, «The Effect of Length, Content, and Repetition on Television Commercial Effec-

tiveness», journal of Marketing Research, 30 (February 1993), 91-104.

Richard M. Shiffrin and R. C. Atkinson, «Storage and Retrieval Processes in Long-Term

Memory», Psychological Review, 76 (March 1969), 179-193.

"Herbert A. Simon, «How Big Is a Chunk?» Science, 183 (February 1974), 482-488; George

A. Miller, «The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for

Processing Information», Psychological Review, 63 (March 1956), 81-97.

Jacob Jacoby, «Information Load and Decision Quality: Some Contested Issues», Journal

of Marketing Research, 15 (November 1977), 569-573; Jacob Jacoby, «Perspectives on Infor-

mation Overload»,Journalof Consumer Research, 10 (March 1984), 432-435; Kevin Lane Keller

and Richard Staelin, «Effects of Quality and Quantity of Information on Decision Effective-

ness», Journal of Consumer Research, 14 (September 1987), 200-213; Naresh K. Malhotra, «In-

formation Load and Consumer Decision Making» Journal of Consumer Research, 8 (March 1982),

419-430; Naresh K. Malhotra, «Reflections on the Information Overload Paradigm in Con-

sumer Decision Making», Journal of Consumer Research, 10 (March 1984), 436-440; Naresh K.

Malhotra, Arun K.Jain, and Stephen W. Lagakos, «The Information Overload Controversy: An

Alternative Viewpoint», Journal of Marketing, 46 (Spring 1982), 27-37.

Marcia Mogelonsky, «Product Overload?» American Demographics (August 1998), 64-69.

For research on advertising clutter, see Tom J. Brown and Michael L. Rothschild, «Reas-

sessing the Impact of Television Advertising Clutter», Journal of Consumer Research, 20 (J

une

1993), 138-146; Raymond R. Burke and Thomas K. Srull, «Competitive Interference and Con-

sumer Memory for Advertising», Journal of Consumer Research, 15 (June 1988), 55-68; Kevin

Lane Keller, «Memory and Evaluation Effects in Competitive Advertising Environments»,/oMr-

nal of Consumer Research, 17 (March 1991), 463-476; Robert J. Kent and Chris T. Allen,

«Competitive Interference Effects and Consumer Memory for Advertising: The Role of Brand

Familiarity», Journal of Marketing, 58 Quly 1994), 97-105; Peter H. Webb, «Consumer Initial

928 Примечания

Processing in a Difficult Media Environment»,Jowraa/ ofConsumer Research, 6 (December 1979),

225-236; and Michael L. Ray and Peter H. Webb, «Three Prescriptions for Clutter», Journal of

Advertising Research, 26 (February/March 1986), 69-77.

Mogelonsky, «Product Overload?»

For an interesting discussion of how an ad's executional elements can affect attention, see

Deborah J. Maclnnis, Christine Moorman, and Bernard J.Jaworski, «Enhancing and Measuring

Consumers' Motivation, Opportunity, and Ability to Process Brand Information», Journal of

Marketing, 55 (October 1991), 32-53.

Rob Gray, «Marketing Inspires Email Innovation», Revolution (May 2004), 52-54.

Paul O'Donnell, «Read My Pitch! Earn Big Bucks!» American Demographics (November

1998), 13, 14,18.

Jennifer Lach, «First, a Word from Our Sponsor», American Demographics (January 1999),

39-41.

W. F. Wagner, Yellow Pages Report (Scotts Valley, CA: Mark Publishing, 1988).

John Rossiter and Larry Percy, Advertising Communications & Promotion Management,

2nd ed. (New York: McGraw-Hill, 1997); William Wells, John Burnett, and Sandra Moriarty,

Advertising Principles & Practice, 5th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).

Rik Pieters and Michel Wedel, «Attention Capture and Transfer in Advertising: Brand,

Pictorial, and Text-Size Effects», Journal of Marketing, 68 (April 2004), 36-50.

Keith K. Cox, «The Effect of Shelf Space upon Sales of Branded Products», Journal of

Marketing Research, 7 (February 1970), 55-58.

Adam Finn, «Print Ad Recognition Readership Scores: An Information Processing Per-

spective», Journal of Marketing Research, 25 (May 1988), 168-177.

Larry Percy, Ways in Which the People, Words and Pictures in Advertising Influence Its Ef-

fectiveness (Chicago: Financial Institutions Marketing Association, July 1984), 19.

Brenda Soars, «What Every Retailer Should Know about the Way into the Shopper's Head»,

International Journal of Retail & Distribution Management, 31 (2003), 628-637.

Siobhan Adams, «Putting Your Pop Where It Counts», Promotions & Incentives (Febru-

ary 2004), 41-42.

Joe Mandese, «Report Sends Message to Advertisers: Too Many Messages per TV Break»,

MediaPost's MediaDailyNews, www.mediapost.com (November 15, 2004).

Finn, «Print Ad Recognition Readership Scores».

Sandra E. Moriarty, Creative Advertising: Theory and Practice (Englewood Cliffs, NJ: Pren-

tice-Hall, 1986). For research indicating that changes in the position of elements within an ad

can also influence the ad's persuasiveness, see Chris Janiszewski, «The Influence of Print Adver-

tisement Organization on Affect toward a Brand Name», Journal of Consumer Research, 17 (J

une

1990), 53-65.

Cynthia Corzo, «Centerfold Ad Campaign Makes Quite a Splash», Miami Herald's Busi-

ness Monday (March 8, 1999), 11.

^Ashlee Vance, «Open Source Miracle Horse Stuns MS Japan», Register, www.theregister.

co.uk (July 6, 2004).

Dave Sheinin, «Tiger Has World by Tail», Miami Herald (May 20, 1997), Al, A6.

Joe Agnew, «Shoppers' Star Gazing Seen as Strategy to Slash Supermarket Shelf Clutter»,

Marketing News (January 16, 1987), 1, 16.

Bob Popyk, «Celebrities Bring in Traffic and They Can Turn a Slow Weekend into a Block-

buster Event», Furniture World Magazine, www.furninfo.com (February 1, 2003).

For research in this area, see M. Wayne Alexander and Ben Judd Jr., «Do Nudes in Ads

Enhance Brand Recall?» Journal of Advertising Research, 18 (February 1978), 47-50; Michael

J. Baker and Gilbert A. Churchill Jr., «The Impact of Physically Attractive Models on Advertis-

ing Evaluations», Journal of Marketing Research, 14 (November 1977), 538-555; M. Steadman,

Примечания 929

«How Sexy Illustrations Affect Brand Recall» Journal ofAdvertising Research, 9 (March 1969),

15-18; Lynn R. Kahle and Pamela M. Homer, «Physical Attractiveness of the Celebrity En-

dorser: A Social Adaptation Perspectives-Journal of Consumer Research, 11 (March 1985), 954-

961; Penny M. Simpson, Steve Horton, Gene Brown, «Male Nudity in Advertisements: A Mod-

ified Replication and Extension of Gender and Product Effects», Journal of the Academy of

Marketing Science, 24 (1996), 257-262.

Lawrence Solely and Gary Kurzbard, «Sex in Advertising: A Comparison of 1964 and 1984

Magazine Advertisements» Journal of Advertising, 15 (1986), 46-54, 64.

Sonia Reyes, «Chicken of the Sea Casts Net for Women Shoppers», Brandweek (January

31, 2005), 6.

Josephine L. C. M. Woltman Elpers, Michel Wedel, and Rik G. M. Pieters, «Why Do Con-

sumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-

to-Moment Entertainment and Information Value», Journal of Marketing Research, 40 (No-

vember 2003) 437-453; Thomas Madden and Marc Weinberger, «The Effect of Humor on At-

tention in Magazine Advertising», Journal of Advertising, 22 (September 1982), 8-14; Marc G.

Weinberger and Charles S. Gulas, «The Impact of Humor in Advertising: A Review» Journal of

Advertising, 32 (December 1982), 35-61.

Karen Jacobs, «Elevator Maker to Add Commercial Touch», Wall Street Journal (Decem-

ber 7, 1999), B8; Edward D. Murphy, «Portland Entrepreneur Carves Out Niche with Bath-

room Billboard Ads», Portland Press Herald (February 18, 2005), 1; Skip Wollenberg, «Adver-

tisements Turn up on Beach, in Bathrooms», Miami Herald Qune 1, 1999), B8, B10.

David Ranii, « Number of Advertisement in Theaters during Movies Surges», News &

Observer (October 26, 2004), 1.

Jacobs, «Elevator Maker to Add Commercial Touch».

«Firm Makes Ad Messages for Waiting Callers», Marketing News (April 15, 2004), 12.

100

Arundhati Parmar, «Maximum Exposure», Marketing News (September 15, 2003), 6, 8;

«Pregnant Woman's Belly Gets $4,000 on eBay», www.washington post.com (February 3,2005);

«Rent This Space: Bodies Double As Billboards», www.beverageworld.com (March 3, 2005).

101

«Rent This Space: Bodies Double As Billboards».

102

Jennifer Rewick, «iVillage Holds Ads Until After Christmas», Wall Street Journal (De-

cember 23,1999), BIO.

103

E. С Cherry, «Some Experiments on the Recognition of Speech with One and Two Ears»,

Journal of the Acoustical Society of America, 25 (1953), 975-979.

Margaret C. Campbell, «When Attention-Getting Advertising Tactics Elicit Consumer

Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments»,

Journal of Consumer Psychology, 4 (1995), 225-254.

105

Heather Chaplin, «Fore, Baby!» American Demographics (October 1999), 64-65.

106

Walter Weir, «Another Look at Subliminal "Facts"», Advertising Age (October 15,1984), 46.

107

Wilson Bryan Key, Subliminal Seduction: Ad Media's Manipulation of a Not-So Innocent

America (Englewood Cliffs, NJ: Prentice-Hall, 1972). See also Wilson Bryan Key, Media Sex-

ploitation (Englewood Cliffs, NJ: Prentice-Hall, 1976). Key's claims have been strongly chal-

lenged. See Jack Haberstroh, «Can't Ignore Subliminal Ad Charges», Advertising Age (Septem-

ber 17, 1984), 3, 42, 44; Weir, «Another Look at Subliminal "Facts"». Research continued in

this area. See Ronnie Cuperfain and T. Keith Clark, «A New Perspective on Subliminal Adver-

tising», Journal of Advertising, 14 0

'У 1985), 36-41; Myron Gable, Henry T. Wilkens, Lynn

Harris, and Richard Feinberg, «An Evaluation of Subliminally Embedded Sexual Stimuli in

Graphics» Journal ofAdvertising, 16 (1987), 26-31; Philip M. Merikle and Jim Cheesman, «Cur-

rent Status of Research on Subliminal Perception», in Melanie Wallendorf and Paul Anderson,

eds., Advances in Consumer Research, 14 (Provo, UT: Association for Consumer Research, 1987),

298-302.

930 Примечания

l08

Jo Anna Natale, «Are You Open to Suggestion?» Psychology Today (September 1988),

28, 30.

109

Jon A. Krosnick, Andrew L. Betz, LeeJ. Jussim, and Ann R. Lynn, «Subliminal Condition-

ing of Attitudes», Personality and Social Psychology Bulletin, 18 (April 1992), 152-162; Robert

B. Zajonc and Hazel Markus, «Affective and Cognitive Factors in Preferences», Journal of Con-

sumer Research, 9 (September 1982), 123-131. See also Punam Anand and Morris B. Holbrook,

«Reinterpretation of Mere Exposure or Exposure of Mere Reinterpretation», Journal of Con-

sumer Research, 17 (September 1990), 242-244; Punam Anand, Morris B. Holbrook, and Debra

Stephens, «The Formation of Affective Judgments: The Cognitive-Affective Model versus the

Independence Hypothesis», Journal of Consumer Research, 15 (December 1988), 386-391; Tim-

othy B. Heath, «The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and

Stephens (1988)», Journal of Consumer Research, 17 (September 1990), 237-241; Chris Jan-

iszewski, «Preconscious Processing Effects: The Independence of Attitude Formation and Con-

scious Thought» Journal of Consumer Research, 15 (September 1988), 199-209; Chris Janisze-

wski, «The Influence of Print Advertisement Organization on Affect toward a Brand Name»,

Journal of Consumer Research, 17 (June 1990), 53-65; Carl Obermiller, «Varieties of Mere Ex-

posure: The Effects of Processing Style and Repetition on Affective Response», Journal of Con-

sumer Research, 12 (June 1985), 17-31; Yehoshua Tsal, «On the Relationship between Cogni-

tive and Affective Processes: A Critique of Zajonc and Markus», Journal of Consumer Research,

12 (December 1985), 358-362.

110

Charles Trappey, «A Meta-Analysis of Consumer Choice and Subliminal Advertising»,

Psychology and Marketing, 13 (August 1996), 517-530.

111

Timothy E. Moore, «Subliminal Advertising: What You See Is What You Get» Journal of

Marketing, 46 (Spring 1982), 38-47.

Глава 15

Susan Fiske and Mark A. Pavelchak, «Category-Based versus Piecemeal-Based Affective

Responses: Developments in Schema-Triggered Affect», in Richard M. Sorrentino and E. Tory

Higgins, eds., The Handbook of Motivation and Cognition: Foundations of Social Behavior (New

York: Guilford, 1986), 167-203. For an application of categorization theory in the context of

brand extensions, see Michael J. Barone, Paul W. Miniard, and Jean B. Romeo, «The Influence

of Positive Mood on Brand Extension Evaluations» Journal of Consumer Research, 26 (March

2000), 387-401.

J. Neher, «Того Cutting a Wide Swath in Outdoor Appliance Marketing», Advertising Age

(February 25,1979), 21.

Robert M. McMath, «Chock Full of (Pea)nuts», American Demographics (April 1997), 60.

Robert Johnson, «In the Chips», Wall Street Journal (March 22,1991), B1-B2.

Rachel X. Weissman, «But First, Call Your Drug Company», American Demographics (Oc-

tober 1998), 27, 28, 30.

For research on classical conditioning in a product context, see Chris T. Allen and Thomas

J. Madden, «A Closer Look at Classical Conditioning», Journal of Consumer Research, 12

(December 1985), 301-315; Chris Janiszewski and Luk Warlop, «The Influence of Classical

Conditioning Procedures on Subsequent Attention to the Conditioned Brand» Journal of Consu-

mer Research, 20 (September 1993), 171-189; Terence A. Shimp, Elnora W. Stuart, and Ran-

dall W. Engle, «A Program of Classical Conditioning Experiments Testing Variations in the

Conditioned Stimulus and Context», Journal of Consumer Research, 18 (June 1991), 1-12; and

Elnora W. Stuart, Terence A. Shimp, and Randall W. Engle, «Classical Conditioning of Con-

sumer Attitudes: Four Experiments in an Advertising Context» Journal of Consumer Research,

14 (December 1987), 334-349.