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Примечания 93|

Andrew A. Mitchell and Jerry C. Olson, «Are Product Attribute Beliefs the Only Mediators

of Advertising Effects on Brand Attitudes?» Journal of Marketing Research, 18 (August 1981),

318-332.

Gerald J. Gorn, «The Effects of Music in Advertising on Choice Behavior: A Classical Con-

ditioning Approach», Journal of Marketing, 46 (Winter 1982), 94-101.

Paul W. Miniard, Deepak Sirdeshmukh, and Daniel E. Innis, «Peripheral Persuasion and

Brand Choice» Journal of Consumer Research, 19 (September 1992), 226-239. See also Timothy

B. Heath, Michael S. McCarthy, and David L. Mothersbaugh, «Spokesperson Fame and Vivid-

ness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive

Setting», Journal of Consumer Research, 20 (March 1994), 520-534.

'"Heather Chaplin, «Centrum's Self-inflicted Silver Bullet», American Demographics (March

1999), 68-69.

Richard E. Petty and John T. Cacioppo, Communication and Persuasion; Central and Pe-

ripheral Routes to Attitude Change (New York: Springer-Verlag, 1986); Richard E. Petty and

John T. Cacioppo, «The Elaboration Likelihood Model of Persuasion», in Leonard Berkowitz,

ed., Advances in Experimental Social Psychology, 19 (New York: Academic Press, 1986), 123—

205. A similar conceptualization is offered by Shelly Chaiken, «Heuristic versus Systematic

Information Processing and the Use of Source versus Message Cues in Persuasion», Journal of

Personality and Social Psychology, 39 (November 1980), 752-766. See also Alice H. Eagly and

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

Paul W. Miniard, Sunil Bhatla, Kenneth R. Lord, Peter R. Dickson, and H. Rao Unnava,

«Picture-Based Persuasion Processes and the Moderating Role of Involvement», Journal of Con-

sumer Research, 18 Qime 1991), 92-107.

Ibid.

Interest in attitude toward advertisements was largely sparked by the following two arti-

cles: Mitchell and Olson, «Are Product Attribute Beliefs the Only Mediators of Advertising

Effects on Brand Attitudes?» and Terence Shimp, «Attitude toward the Ad as a Mediator of

Consumer Brand Choice», Journal of Advertising, 10 (1981), 9-15. Also see Stephen P. Brown

and Douglas M. Stayman, «Antecedents and Consequences of Attitude toward the Ad: A Meta-

Analysis», Journal of Consumer Research, 19 (June 1992), 34-51; 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 Explanations»,/owrwa/ 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 Ana\ysis»,Journal of Market-

ing Research, 27 (August 1990), 290-303.

Miniard, Bhatla, Lord, Dickson, and Unnava, «Picture-Based Persuasion Processes and

the Moderating Role of Involvement».

Jerome S. Bruner and A. Leigh Minturn, «Perceptual Identification and Perceptual Orga-

nization», Journal of General Psychology, 53 Quly 1955), 21-28.

Young-Won Ha and Stephen J. Hoch, «Ambiguity, Processing Strategy, and Advertising

Evidence Interactions», Journal of Consumer Research, 16 (December 1989), 354-360.

Brian Wansink and Se-BumPark, «Sensory Suggestiveness and Labeling: Do Soy Labels

Bias Taste?» Journal of Sensory Studies, 17 (November 2002), 483-491.

Frederick Rose and John R. Emshwiller, «Guess, Coolness Fading, Plans Sultry Ads», Wall

Street Journal (November 19, 1997), B8.

DanaJames, «Rejuvenating Mature Brands Can Be Stimulating Exercise», Marketing News

(August 16, 1999), 16-17.

«Chattanooga Attraction Gets Revamped Image», Marketing News (September 14,1998), 33.

Lisa Granatstein, «Attitude Change», Mediaweek (October 4, 2004), 37.

932 Примечания

Grcgjohnson, «Dewing It», Miami Herald (October 22, 1999), Cl, C4.

Albert J. Delia Bitta and Kent B. Monroe, «A Multivariate Analysis of the Perception of

Value from Retail Price Advertisements», in Kent B. Monroe, ed., Advances in Consumer Re-

search, 8 (Ann Arbor, MI: Association for Consumer Research, 1980), 161-165.

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. See also 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, 25 (August 1988), 266-281; Robert E. Smith

and William R. Swinyard, «Attitude-Behavior Consistency: The Impact of Product Trial ver-

sus Advertising», Journal of Marketing Research, 20 (August 1983), 257-267.

Ian P. Murphy, «All-American Icon Gets a New Look», Marketing News (August 18,1997), 6.

Micheline Maynard, «Wrapping a Familiar Name around a New Product», New York Times

(May 22, 2004), Cl.

Johnson, «Dewing It».

Ralph I, Allison and Kenneth P. Uhl, «Influence of Beer Brand Identification on Taste

Perception», Journal of Marketing Research, 1 (August 1964), 36-39. For a demonstration of

the importance of brand name in car buying, see Mary W. Sullivan, «How Brand Names Affect

the Demand for Twin Automobiles», Journal of Marketing Research, 35 (May 1998), 154-165.

С Whan Park, Sung Youl Jun, and Allan D. Shocker, «Composite Branding Alliances: An

Investigation of Extension and Feedback Effects», Journal of Marketing Research, 33 (Novem-

ber 1996), 453-466.

«Fertilizer by Any Other Name Doesn't Sell as Well, by Jiminy», The State (September 28,

1991), A9.

Richard R. Klink, «Creating Brand Names with Meaning: The Use of Sound Symbolism»,

Marketing Letters, 11 (February 2000), 5-20; Richard R. Klink, «Creating Meaningful New Brand

Names: A Study of Semantics and Sound Symbolism», Journal of Marketing: Theory and Practice,

9 (Spring 2001), 27-34; Eric Yorkston and Getta Menon, «A Sound Idea: Phonetic Effects of

Brand Names on Consumer judgments», Journal of Consumer Research, 31 (J

une

2004), 43-51.

Katy McLaughlin, «Shrimp Gets a Makeover, As Foreign Imports Rise; US Fishermen Try

Giving Prawns Regional Identities; The "Iodine-y Aftertaste», Wall Street Journal (August 19,

2004), Dl.

Brian Wansink, James Painter, and Koert Van Ittersum, «Descriptive Menu Labels' Effect

on Sales», Cornell Hotel and Restaurant Administration Quarterly, A2 (December 2001), 68-72.

Also see Brian Wansink, Koert Van Ittersum, and James Painter, «How Descriptive Food Names

Bias Sensory Perceptions in Restaurants», Food Quality and Preference, 16 (2005), 393-400.

:t5

Priya Raghubir and Aradhna Krishna, «Vital Dimensions in Volume Perception: Can the

Eye Fool the Stomach?» Journal of Marketing Research, 36 (August 1999), 313-326.

Ibid.

Valerie Folkes and Shashi Matta, «The Effect of Package Shape on Consumers' Judgments

of Product Volume: Attention as a Mental Contaminant», Journal of Consumer Research, 31

(September 2004), 390-401.

Ibid.

«Branding & Colour: The Colour of Money», Brand Strategy (October 6, 2004), 24-27.

Ibid.

Paul Glader and Christopher Lawton, «Beer and Wine Makers Use Fancy Cans to Court

New Fans», Wall Street Journal (August 24, 2004), Bl.

Ibid.

Примечания 933

«Branding & Colour: The Colour of Money».

Sally Beatty, «Gateway 2000 Plans Shorter Name, Longer Client Talks and No Cows»,

Wall Street Journal (April 24, 1998), B6.

Arundhati Parmar, «Marketers Ask: Hues on First?» Marketing News (February 15, 2004),

8,10.

Randall Lane, «Does Orange Mean Cheap?» Forbes (December 23, 1991), 144-146.

Gerald J. Gorn, Amitava Chattopadhyay, Jaideep Sengupta, and Shashank Tripathi, «Wait-

ing for the Web: How Screen Color Affects Time Perception», Journal of Marketing Research,

41 (May 2004), 215-225.

For a concise review of this literature, see Keith S. Coulter, «Odd-Ending Price Underes-

timation: An Experimental Examination of Left-to-Right Processing Effects», Journal of Prod-

uct & Brand Management, 10 (2001), 276-292.

See, for example, Joel E. Urbany, William O. Bearden, and Dan C. Weilbaker, «The Effect

of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search»,

Journal of Consumer Research, 15 Qune 1988), 95-110.

Nikhil Deogun, «Coca-Cola Plans Splashy Rollout of Citrus Soda», Wall Street Journal

(December 16, 1996), Bl, В 11.

Scott Hensley, Jeanne Whalen, and Leila Abboud, «Demand Lags for Viagra and Its Ri-

vals», Wall Street Journal (January 11, 2005), Bl.

J. S. Johar and Joseph Sirgy, «Value-Expressive versus Utilitarian Advertising Appeals:

When and Why to Use Which Appeal», Journal of Advertising, 20 (September 1991), 23-33.

See also C. Whan Park, Bernard J. Jaworski, and Deborah J. Maclnnis, «Strategic Brand Con-

cept-Image Management», Journal of Marketing, 50 (October 1986), 135-145; Mark Snyder

and Kenneth G. DeBono, «Appeals to Image and Claims about Quality: Understanding the

Psychology of Advertising», Journal of Personality and Social Psychology, 49 (March 1985),

586-597.

David Olson, «The Characteristics of High-Trial New-Product Advertising», Journal of

Advertising Research, 25 (October/November 1985), 11-16.

Although stronger claims generally produce more favorable opinions than weaker claims,

there may be situations in which weaker claims are actually better. For a demonstration of this,

see Marvin E. Goldberg and Jon Hartwick, «The Effects of Advertiser Reputation and Extrem-

ity of Advertising Claim on Advertising Effectiveness», Journal of Consumer Research, 17 (Sep-

tember 1990), 172-179.

Dhruv Grewal, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley, and James Barnes,

«Comparative versus Non-comparative Advertising: A Meta-Ana\ysis», Journal of Marketing,

61 (October 1997), 1-15; 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 Advertising, 22 (September 1993), 41-58; Paul W. Miniard, Randall L. Rose,

Kenneth C. Manning, and Michael J. Barone, «Tracking the Effects of Comparative and Non-

comparative Advertising with Relative and Nonrelative Measures: A Further Examination of

the Framing Correspondence Hypothesis», Journal of Business Research, 41 (February 1998),

137-143; 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.

James M. Munch, Gregory W. Boiler, and John L. Swasy, «The Effects of Argument Struc-

ture and Affective Tagging on Product Attitude Formation»,/ourraa/ of Consumer Research, 20

(September 1993), 294-302.

Cyndee Miller, «Demonstrating Your Point: Showing How the Product Works Adds Au-

thenticity», Marketing News (September 13, 1993), 2.

934 Примечания

Gary Т. Ford, Darlene B. Smith, and John L. Swasy, «Consumer Skepticism of Advertising

Claims: Testing Hypotheses from Economics of Information » Journal of Consumer Research, 16

(March 1990), 433-441.

See William K. Darley and Robert E. Smith, «Advertising Claim Objectivity: Antecedents

and Effects» Journal of Marketing, 57 (October 1993), 100-113; Julie A. Edell and Richard Stae-

lin, «The Information Processing of Pictures in Print Advertisements»,yo«ma/ of Consumer Re-

search, 10 Qune 1983), 45-61; Ford, Smith, and Swasy, «Consumer Skepticism of Advertising

Claims»; and Morris B. Holbrook, «Beyond Attitude Structure: Toward the Informational Deter-

minants of Attitude» Journal of Marketing Research, 15 (November 1978), 545-556.

Richard E. Petty and John T. Cacioppo, «The Effects of Involvement on Responses to

Argument Quantity and Quality: Central and Peripheral Routes to Persuasion», Journal of

Personality and Social Psychology, 46 (January 1984), 69-81. See also Joseph W. Alba and Howard

Marmorstein, «The Effects of Frequency Knowledge on Consumer Decision Making», Journal

of Consumer Research, 14 G

une

1987), 14-25.

Val Larsen, David Luna, and Laura A. Peracchio, «Points of View and Pieces of Time: A

Taxonomy of Image Attributes» Journal of Consumer Research, 31 (June 2004), 102-111; Laura

A. Peracchio and Joan Meyers-Levy, «How Ambiguous Cropped Objects and Ad Photos Can

Affect Product Evaluations» Journal of Consumer Research, 21 Qune 1994), 190-205.

Joan Meyers-Levy and Laura A. Peracchio, «Getting an Angle in Advertising: The Effect

of Camera Angle on Product Evaluation»,/o«raa/ of Marketing Research, 29 (November 1992),

454-461.

63 -r/

err

y L Childers and Jeffrey Jass, «All Dressed Up with Something to Say: Effects of

Typeface Semantic Associations on Brand Perceptions and Consumer Memory», Journal of

Consumer Psychology, 12 (2002), 93-106; Pamela W. Henderson, Joan L. Giese, and Joseph A.

Cote, «Impression Management Using Typeface Design», Journal of Marketing, 68 (October

2004), 60-72; Michael S. McCarthy and David L. Mothersbaugh, «Effects of Typographic Fac-

tors and Advertising-Based Persuasion: A General Model and Initial Empirical Test», Psychol-

ogy and Marketing, 19 Ouly-August 2002), 663-691.

Childers and Jass, «All Dressed Up with Something to Say».

Tony Spaeth, «Powerbrands», Across the Board, 36 (1999), 23-28.

Jeffery S. Solochek, «Shoe Shoppers Take Over Tampa, Fla, Mall», St. Petersburg Times

(December 23, 2004), 1.

Courtland Milloy, «Selling Sneakers Violating Young Minds», Washington Post (March 2,

2005), Bl.

«Michael Jordan Remains Nation's Favorite Sports Star, Closely "Followed by Peyton Man-

ning and Tiger Woods», Harris Interactive, The Harris Poll, www.harrisinteractive.com (March

2, 2005).

Robin Givhan, «$75 Million! Smell of Cash Rising Quickly from Jordan Fragrance», Mi-

ami Herald (May 22, 1997), F5.

Matthew W. Evans, «Jordan's 3rd Scent is a 23», WWD (February 4, 2005), 15.

For recent research on this meaning transfer, see Rajeev Batra and Pamela Miles Homer,

«The Situational Impact of Brand Image Beliefs», Journal of Consumer Psychology, 14 (2004),

318-330.

Suzanne Vranica, «Tic Tac Maker Hopes Fresh Face Breathes New Life into Campaign»,

Wall Street Journal (December 13, 1999), B25.

James Tenser, «Endorser Qualities Count More Than Ever», Advertising Age (November 8,

2004), S2-S3.

Robert Garfield, «TD Waterhouse Makes Trade with Celebs», Advertising Age (November

29, 1999), 79.

Примечания 935

Michael A. Kamins, «An Investigation into the "Match-Up Hypothesis" in Celebrity Ad-

vertising: When Beauty Only May Be Skin Deep», Journal ofAdvertising, 19 (1990), 4-13.

Annys Shin, «With Armstrong, Discovery Puts Marketing on Wheels; Star Power, Global

Reach Cited in Sponsorship Deal», Washington Post Qanuary 27, 2005), T26.

«PepsiCo Pulls Ad by Rap Musician», New York Times (August 29, 2002), C8.

For a general review, see Brian Sternthal, Lynn Phillips, and Ruby Dholakia, «The Persua-

sive Effect of Source Credibility: A Situational Analysis», Public Opinion Quarterly, 42 (Fall

1978), 285-314. See also Danny L. Moore, Douglas Hausknecht, and Kanchana Thamodaran,

«Time Compression, Response Opportunity, and Persuasion», Journal of Consumer Research,

13 (June 1986), 85-99; S. Ratneshwar and Shelly Chaiken, «Comprehension's Role in Persua-

sion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues», Journal of

Consumer Research, 18 (J

une

1991), 52-62; Arch G. Wood-side and J. William Davenport Jr.,

«The Effect of Salesman Similarity and Expertise on Consumer Purchasing Behavior», Journal

of Marketing Research, 11 (May 1974), 198-202; Chenghuan Wu and David R. Shaffer, «Sus-

ceptibility 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.

We should note that less credible sources on occasion induce more persuasion. See Robert R.

Harmon and Kenneth A. Coney, «The Persuasive Effects of Source Credibility in Buy and Lease

Situations», Journal ofMarketing Research, 19 (May 1982), 255-260; and Brian Sternthal, Ruby

Dholakia, and Clark Leavitt, «The Persuasive Effect of Source Credibility: Tests of Cognitive

Response» Journal of Consumer Research, 4 (March 1978), 252-260.

Michael J. Baker and Gilbert A. Churchill Jr., «The Impact of Physically Attractive Mod-

els on Advertising Eva\uations»,Journal of Marketing Research, 14 (November 1977), 538-555;

Shelly Chaiken, «Communicator Physical Attractiveness and Persuasion», Journal of Personal-

ity and Social Psychology, 37 (August 1979), 752-766; Lynn R. Kahle and Pamela M. Homer,

«Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective», Journal

of Consumer Research, 11 (March 1985), 954-961.

Kahle and Homer, «Physical Attractiveness of the Celebrity Endorser».

Richard E. Petty, John T. Cacioppo, and David Schumann, «Central and Peripheral Routes

to Advertising Effectiveness: The Moderating Role of Involvement», Journal of Consumer Re-

search, 10 (September 1983), 135-146.

Karen-Janine Cohen, «Scent of Success Britney Spears Tie-in Helps Rejuvenate Elizabeth

Arden», South Florida Sun-Sentinel (December 23, 2004), Dl.

Nat Ives, «A Second Scent Is Hitched to the Fortunes of a Hollywood Star», New York

Times Ouly 23, 2003), C8.

8/|

James Tenser, «Endorser Qualities Count More Than Ever», Advertising Age (November 8,

2004), S2-S3.

Stuart Elliot, «Hanes Revives and Adapts a Successful Campaign from the 90"s», New York

Times (February 24, 2005), C7.

Christopher Rowland, «Reebok Rolls Out Marketing Drive», Boston Globe (February 10,

2005), 1.

Brian Steinberg, «This Carmen Is a Three-Way Act; Multiple Ad Campaigns Bring Risk of

Overexposure of Ms. Electra as Endorser», Wall Street Journal (September 28, 2004), B5.

Irwin P. Levin and Gary J. Gaeth, «How Consumers Are Affected by the Framing of At-

tribute Information Before and After Consuming the Product», Journal of Consumer Research,

15 (December 1988), 374-378.

Lauren G. Block and Punam Keller, «When to Accentuate the Negative: The Effects of

Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behav-

ior», Journal of Marketing Research, 32 (May 1995), 192-203; Rajesh K. Chandy, Gerard

936 Примечания

J. Tcllis, Deborah J. Maclnnis, and Pattana Thaivanich, «What to Say When: Advertising Ap-

peals in Evolving Markets», Journal of Marketing Research, 38 (November 2001), 399-414;

Punam Anand Keller, Isaac M. Lipkus, and Barbara K. Rimer, «Affect, Framing, and Persua-

sion», Journal of Marketing Research, 40 (February 2003), 54-64; Durairaj Maheswaran and

Joan Myers-Levy, «The Influence of Message Framing and Issue Involvement», JoM/?w/o/Mar-

keting Research, 27 (August 1990), 361-367; Alexander J. Rothman and Peter Salovey, «Shap-

ing Perceptions to Motivate Healthy Behavior: The Role of Message Framing», Psychological

Bulletin, 121 (1997), 3-19; Baba Shiv, Julie A. Edell Britton, and John W. Payne, «Does Elab-

oration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messag-

es?» Journal of Consumer Research, 31 (June 2004), 199-208; Baba Shiv, Julie A. Edell, and

John W. Payne, «Factors Affecting the Impact of Negatively versus Positively Framed Ad Mes-

sages», Journal of Consumer Research, 24 (December 1997), 285-294.

9(1

Amos Tversky and Daniel Kahneman, «Loss Aversion in Riskless Choice: A Reference-

Dependent Model», Quarterly Journal of Economics, 106 (November 1991), 1039-1061.

Block and Keller, «When to Accentuate the Negative»; Maheswaran and Myers-Levy, «The

Influence of Message Framing and Issue Involvement»; Shiv, Britton, and Payne, «Does Elabo-

ration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messag-

es?»

Keller, Lipkus, and Rimer, «Affect, Framing, and Persuasion».

Maheswaran and Myers-Levy, «The Influence of Message Framing and Issue Involvement»;

Shiv, Britton, and Payne, «Does Elaboration Increase or Decrease the Effectiveness of Nega-

tively versus Positively Framed Messages?»

Keller, Lipkus, and Rimer, «Affect, Framing, and Persuasion».

John T. Gourville, «Pennies-a-Day: The Effect of Temporal Reframing on Transaction Eval-

uation», Journal of Consumer Research, 24 (March 1998), 395-408. See also John T. Gourville,

«The Effect of Implicit versus Explicit Comparisons on Temporal Pricing Claims», Marketing

Letters, 10 (May 1999), 113-124.

Ibid.

Paul C. Price, «Installment Training: The Mental Aggregation and Disaggregation of Mon-

etary Cost over Time», poster presented at the annual meeting of the Society for Judgment and

Decision Making, St. Louis (November 13, 1994), as cited in Gourville, «Pennies-a-Day».

Gourville, «The Effect of Implicit versus Explicit Comparisons on Temporal Pricing Claims».

For research on scarcity effect, see Laura A. Brannon and Timothy С Brock, «Limiting

Time for Responding Enhances Behavior Corresponding to the Merits of Compliance Appeals:

Refutations of Heuristic-Cue Theory in Service and Consumer Settings», Journal of Consumer

Psychology, 10 (May 2001), 135-146; Laura A. Brannon and Timothy С Brock, «Scarcity Claims

Elicit Extreme Responding to Persuasive Messages: Role of Cognitive Elaboration», Personal-

ity & Social Psychology Bulletin, 27 (March 2001), 365-375; Jae Min Jung and James J. Kellaris,

«Cross-National Differences in Proneness to Scarcity Effects: The Moderating Roles of Famil-

iarity, Uncertainty Avoidance, and Need for Cognitive Closure», Psychology and Marketing, 21

(September 2004), 739-753; Michael Lynn, «Scarcity Effects on Desirability: Mediated by As-

sumed Expensive-ness?» Journal of Economic Psychology, 10 (June 1989), 257-274; Michael Lynn,

«Scarcity Effects on Value: A Quantitative Review of the Commodity Theory Literature», Psy-

chology and Marketing, 8 (Spring 1991), 43-57; Soo-Jiuan Tan and Seow Hwang Chua, «"While

Stocks Last!" Impact of Framing on Consumers' Perception of Sales Promotions», Journal of

Consumer Marketings (2004), 343-355; Thco M. M. Verhallen and Henry S.J. Robben, «Scar-

city and Preference: An Experiment on Unavailability and Product Eva\uat\on»Journalof Eco-

nomic Psychology, 15 (June 1994), 315-331.

100

Jung and Kellaris, «Cross-National Differences in Proneness to Scarcity Effects».

Примечания 937

"" J. Jeffrey Inman, Anil C. Peter, and Priya Raghubir, «Framing the Deal: The Role of Re-

strictions in Accentuating Deal Value», Journal of Consumer Research, 24 (June 1997), 68-79.

102

Ibid.

103

Brian Wansink, Robert J. Kent, and Stephen J. Hoch, «An Anchoring and Adjustment

Model of Purchase Quantity Decisions», Journal of Marketing Research, 35 (February 1998),

71-81.

104

Paula Andruss, «Lo-Tech DM Pieces Still Draw Customers in Info Age», Marketing News

(September 1, 2004), 10-11.

105

Ibid.

Глава 16

Kathryn Kranhold, «Drug Makers Prescribed Direct-Mail Pitch», Wall Street Journal (De-

cember 16, 1999), B16.

Lynda Edwards, «Web Zine Claims Citrus Department Stole Its Ham Sandwich», Miami

Herald's Business Monday (May 10, 1999), 7.

Prakash Nedungadi, «Recall and Consumer Consideration Sets: Influencing Choice With-

out Altering Brand Evaluations», Journal of Consumer Research, 17 (September 1990), 263-

276. See also Wayne D. Hoyer and Stephen P. Brown, «Effects of Brand Awareness on Choice

fora Common, Repeat-Purchase Product», Journal ofConsumer Research, 17 (September 1990),

141-148.

Alan J. Heavens, «Model Home Says, "Buy Me"». Miami Herald (May 30, 1999), HI, H4.

Gabriel Biehal and Dipankar Chakravarti, «Information Accessibility as a Moderator of

Consumer Choice», journal of Consumer Research, 10 (June 1983), 1-14; Gabriel Biehal and

Dipankar Chakravarti, «Consumers' Use of Memory and External Information in Choice: Mac-

ro and Micro Perspectives», Journal of Consumer Research, 12 (March 1986), 382-405; John G.

Lynch Jr., Howard Marmorstein, and Michael F. Weigold, «Choices from Sets Including Re-

membered Brands: Use of Recalled Attributes and Prior Overall Evaluations»,/oMr«e/o/ Con-

sumer Research, 15 (September 1988), 169-184.

Kris Oser, «Web Ads Get Results Weeks Later», Advertising Age, 75 Quly 26, 2004), 18.

Morris B. Holbrook and Robert M. Schindler, «Echoes of the Dear Departed Past: Some

Work in Progress on Nostalgia», in Rebecca H. Holman and Michael R. Solomon, eds., Advanc-

es in Consumer Research, 18 (Provo, UT: Association for Consumer Research, 1991), 330-333.

For more on nostalgia, see Russell W. Belk, «The Role of Possessions in Constructing and Main-

taining a Sense of Past», in Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, eds.,

Advances in Consumer Research, 17 (Provo, UT: Association for Consumer Research, 1990),

669-676; William J. Havlena and Susan L. Holak, «The Good Old Days: Observations on Nos-

talgia and Its Role in Consumer Behavior», in Rebecca H. Holman and Michael R. Solomon,

eds., Advances in Consumer Research, 18(Provo, UT: Association for Consumer Research, 1991),

323-329; Susan L. Holak and William J. Havlena, «Feelings, Fantasies, and Memories: An Ex-

amination of the Emotional Components of Nostalgia», Journal of Business Research, 42 (July

1998), 217-226; Barbara Stern, «Historical and Personal Nostalgia in Advertising Text: The

Fin de Siecle Effect», Journal of Advertising, 21 (December 1992), 11-22.

Suzanne Vranica and Brian Steinberg, «Crotch Jokes Are Out as Super Bowl Ads Tap into

Nostalgia», Wall Street Journal (February 3, 2005), Bl.

Darrel D. Muehling and David E. Sprott, «The Power of Reflection: An Empirical Exami-

nation of Nostalgia Advertising Effects», Journal of Advertising, 33 (Fall 2004), 25-35; Mita

Sujan, James R. Bettman, and Hans Baumgartner, «Influencing Consumer Judgments Using

Autobiographical Memories: A Self-Referencing Perspective», Journal of Marketing Research,

30 (November 1993), 422-436.

938 Примечания

Terry L. Childers and Michael J. Houston, «Conditions for a Picture-Superiority Effect on

Consumer Memory», Journal of Consumer Research, 11 (September 1984), 643-654; Fergus I.

M. Craik and Endel Tulving, «Depth of Processing and the Retention of Words in Episodic

Memory», Journal of Experimental Psychology: General, 104 (September.1975), 268-294; Fer-

gus I. M. Craik and Michael J. Watkins, «The Role of Rehearsal in Short-Term Метогу»,усшг-

nal of Verbal Learning and Verbal Behavior, 12 (December 1973), 599-607; Meryl Paula Gard-

ner, Andrew A. Mitchell, and J. Edward Russo, «Low Involvement Strategies for Processing

Advertisements», Journal of Advertising, 14 (1985), 4-12; Scott A. Hawkins and Stephen J.

Hoch, «Low-Involvement Learning: Memory Without Evaluation», Journal of Consumer Re-

search, 19 (September 1992), 212-225; Joel Saegertand Robert K. Young, «Comparison of Ef-

fects of Repetition and Levels of Processing in Memory for Advertisements», in Andrew A.

Mitchell, ed., Advances in Consumer Research, 9 (St. Louis: Association for Consumer Research,

1982), 431-434.

There is some indication that too much elaboration may actually reduce learning. See Dav-

id Glen Mick, «Levels of Subjective Comprehension in Advertising Processing and Their Rela-

tions to Ad Perceptions, Attitudes, and Memory», Journal of Consumer Research, 18 (March

1992), 411-424.

Richard E. Petty and John T. Cacioppo, «The Elaboration Likelihood Model of Persua-

sion», in Leonard Berkowitz, ed., Advances in Experimental Social Psychology, 19 (New York:

Academic Press, 1986), 123-205.

Gabriel Biehal and Dipankur Chakravarti, «Information-Presentation Format and Learn-

ing Goals as Determinants of Consumers' Memory Retrieval and Choice Processes», Journal of

Consumer Research, 8 (March 1982), 431-441; James H. Leigh and Anil Menon, «Audience

Involvement Effects on the Information Processing of Umbrella Print Advertisements», Jour-

nal of Advertising, 16 (1987), 3-12; Barry McLaughlin, «Intentional and Incidental Learning in

Human Subjects: The Role of Instructions to Learn and Motivation», Psychological Bulletin, 63

(May 1965), 359-376; Bernd H. Schmitt, Nader T. Tavassoli, and Robert T. Millard, «Memory

for Print Ads: Understanding Relations among Brand Name, Copy, and Picture», Journal of

Consumer Psychology, 21(1993), 1, 55-81.

William G. Chase and Herbert A. Simon, «Perception in Chess», Cognitive Psychology, 4

(January 1973), 55-81. For a more general discussion, see Joseph W. Alba and J. Wesley Hutch-

inson, «Dimensions of Consumer Expertise», Journal of Consumer Research, 13 (March 1987),

411-454.

Rajeev Batra and Michael Ray, «Situational Effects of Advertising: The Moderating Influ-

ence of Motivation, Ability and Opportunity to Respond», Journal of Consumer Research, 12

(March 1986), 432-445; Danny L. Moore, Douglas Hausknecht, and Kanchana Thamodaran,

«Time Compression, Response Opportunity, and Persuasion», Journal of Consumer Research,

13 (June 1986), 85-99; James M. Munch and John L. Swasy, «Rhetorical Question, Summari-

zation Frequency, and Argument Strength Effects on Recall», Journal of Consumer Research, 15

Qune 1988), 69-76.

Catherine A. Cole and Michael J. Houston, «Encoding and Media Effects on Consumer

Learning Deficiencies in the Elderly», Journal of Marketing Research, 24 (February 1987),

55-63. See also Gary J. Gaeth and Timothy B. Heath, «The Cognitive Processing of Mislead-

ing Advertising in Young and Old Adults», Journal of Consumer Research, 14 (June 1987),

43-54.

For recent research on the mental representation of product information, see Terry L.

Childers and Madhubalan Viswanathan, «Representation of Numerical and Verbal Product

Information in Consumer Memory», Journal of Business Research, 47 (February 2000), 109-

120.

Примечания 939

Allan Paivio, Mental Representations: A Dual Coding Approach (New York: Oxford Univer-

sity Press, 1986).

For research on how consumer-related knowledge is organized, see Gabriel Biehal and Di-

pankar Chakravarti, «Information-Presentation Format and Learning Goals as Determinants

of Consumers' Memory Retrieval and Choice Processes» Journal ofConsumer Research, 8 (March

1982), 431-441; Eric J.Johnson and J. Edward Russo, «The Organization of Product Informa-

tion in Memory Identify by Recall Times», in H. Keith Hunt, ed., Advances in Consumer Re-

search, 5 (Chicago: Association for Consumer Research, 1978), 79-86; J. Edward Russo and

Eric J.Johnson, «What Do Consumers Know about Familiar Products?» in Jerry C. Olson, ed.,

Advances in Consumer Research, 7 (Ann Arbor, MI: Association for Consumer Research, 1980),

417-423.

John R. Anderson, The Architecture of Cognition (Cambridge, MA: Harvard University Press,

1983).

A. M. Collins and E. F. Loftus, «A Spreading Activation Theory of Semantic Processing»,

Psychological Review (November 1975), 407-428. For a recent investigation of spreading acti-

vation in the context of brand extensions, see Maureen Morrin, -«The Impact of Brand Exten-

sions on Parent Brand Memory Structures and Retrieval Processes», Journal Marketing Re-

search, 36 (November1999), 517-525.

Endel Tulving and Zena Pearlstone, «Availability versus Accessibility of Information

in Memory for Words», Journal of Verbal Learning and Verbal Behavior, 5 (August 1966),

381-391.

Joseph W. Alba and Amitava Chattopadhyay, «Effects of Context and Part-Category Cues

on Recall of Competing Brands», Journal of Marketing Research, 22 (August 1985), 340-349;

Joseph W. Alba and Amitava Chattopadhyay, «Salience Effects in Brand Recall», Journal of

Marketing Research, 23 (November 1986), 363-369. See also Paul W. Miniard, H. Rao Unnava,

and Sunil Bhatla, «Investigating the Recall Inhibition Effect: A Test of Practical Consider-

ations», Marketing Letters, 2 (January 1991), 290-303.

Raymond R. Burke and Thomas K. Srull, «Competitive Interference and Consumer Mem-

ory for Advertising», Journal of Consumer Research, 15 (June 1988), 55-68. See also see Caro-

lyn L. Costley and Merrie Bracks, «Selective Recall and Information Use in Consumer Prefer-

ences», Journal of Consumer Research, 18 (March 1992), 464-474; Kevin Lane Keller, «Memo-

ry and Evaluation Effects in Competitive Advertising Environments», Journal of Consumer Re-

search, 17 (March 1991), 463-476; Rik G. M. Pieters and Tammo H. A. Bijmolt, «Consumer

Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competi-

tion Effects», Journal of Consumer Research, 23 (March 1997), 362-372. Interference effects

may depend on consumers' familiarity with the advertised brand. See Robert J. Kent and Chris

T. Allen, «Competitive Interference Effects and Consumer Memory for Advertising: The Role

of Brand Familiarity», Journal of Marketing, 58 (July 1994), 97-105. The effects of advertising

clutter also depend on whether memory is measured using recall or recognition. See Tom J.

Brown and Michael L. Rothschild, «Reassessing the Impact of Television Advertising Clutter»,

Journal of Consumer Research, 20 Qune 1993), 138-146.

John Dortschner, «Ads!Are!Everywhere! .Com», Miami Herald (January 30, 2000), El,

E2. See also Cynthia Corzo, «Field of Ads», Miami Herald Qanuary 25, 2000), Cl, C3.

Kathryn A. Braun-LaTour and Michael S. LaTour, «Assessing the Long-Term Impact of a

Consistent Advertising Campaign on Consumer Memory», Journal of Advertising, 33 (Summer

2004), 49-61.

For research on recall and recognition measures, see Adam Finn, «Print Ad Recognition

Readership Scores: An Information Processing Perspective», Journal of Marketing Research, 25

(May 1988), 168-177; Surendra N. Singh and Gilbert A. Churchill Jr., «Using the Period of

940 Примечания

Signal Detection to Improve at Recognition Testing», Journal of Marketing Research, 23 (No-

vember 1986), 327-336; SurendraN. Singh and Catherine A. Cole, «Forced-Choice Recogni-

tion Tests: A Critical Review», Journal ofAdvertising, 14 (1985), 52-58; SurendraN. Singh and

Michael L. Rothschild, «Recognition As a Measure of Learning from Television Commercials»,

Journal of Marketing Research, 20 (August 1983), 235-248; and SurendraN. Singh, Michael L.

Rothschild, and Gilbert A. Churchill Jr., «Recognition versus Recall as Measures of Television

Commercial Forgetting», Journal of Marketing Research, 25 (February 1988), 72-80.

James R. Bettman, An Information Processing Theory of Consumer Choice (Reading, MA:

Addison-Wesley, 1979).

John A. Quelch and David Kenny, «Extend Profits, Not Product Lines», Harvard Business

Review, 72 (September/October 1994), 153-160.

Kathleen V. Schmidt, «Marketers Win Big in Giveaway Gamble», Marketing News (Feb-

ruary 28, 2000), 7.

Singh, Rothschild, and Churchill, «Recognition versus Recall as Measures of Television

Commercial Forgetting».

For a discussion of advertising tactics to enhance brand recognition and recall, sec John R.

Rossiter and Larry Percy, «Advertising Communication Models», in Elizabeth C. Hirschman

and Morris B. Holbrook, eds., Advances in Consumer Research, 12 (Provo, UT: Association for

Consumer Research, 1985), 510-524.

Dorschner, «Ads!Are!Everywhere!.com».

Upper Crust», American Demographics (March 1999), 58.

Katherine Yung, «Advertisers Find the Net a Hard Nut to Crack», Miami Herald's Business

Monday (July 12, 1999), 11.

For a demonstration of mistaken brand identity, see Cornelia Pechmann and David W.

Stewart, «The Effects of Comparative Advertising on Attention, Memory, and Purchase Inten-

tions», Journal of Consumer Research, 17 (September 1990), 180-191.

Amitava Chattopadhyay and Joseph W. Alba, «The Situational Importance of Recall and

Inference in Consumer Decision Making» ,/омгиа/о/ Consumer Research, 15 (June 1988), 1-12;

Barbara Loken and Ronald Hoverstad, «Relationships between Information Recall and Subse-

quent Attitudes: Some Exploratory Findings», Journal of Consumer Research, 12 (September

1985), 155-168. Note, however, that the relationship between recall and attitude is stronger

when attitudes are not formed during ad processing but are formed at a later time based on

retrieval of the ad information. For a discussion of this issue, see Reid Hastie and Bernadette

Park, «The Relationship between Memory and Judgment Depends on Whether the Judgment

Task Is Memory-Based or Online», Psychological Review, 93 (June 1986), 258-268; Meryl Li-

chtenstein and Thomas K. Srull, «Processing Objectives as a Determinant of the Relationship

between Recall and Judgment», Journal of Experimental Social Psychology, 23 (March 1987),

93-118.

For an excellent example of research on consumers' shopping lists, see Lauren G. Block and

Vicki G. Morwitz, «Shopping Lists as an External Memory Aid for Grocery Shopping: Influenc-

es on List Writing and List Fulfillment», Journal of Consumer Psychology, 8 (1999), 343-375.

Steve Helmsley, «Scents and Sensibility», Marketing Week, 20 (November 20, 1997),

45-50.

Jane Bainbridge, «Scenting Opportunities», Marketing (February 19,1998), 36-37.

Meredith Petran, «Bakes Great, Less Filling», Restaurants & Institutions, 108 (April 1,

1998), 100.

"Victor D. Chase, «Making Stereophonic Scents», Appliance Manufacturer (1998), 12.

Paula Fitzgerald Bone and Pam Scholder Ellen, «Scents in the Marketplace: Explaining a

Fraction of Olfaction», Journal of Retailing, 75 (Summer 1999), 243-262; Charles S. Gulas and