Блэкуэлл Р.Д., Миниард П., Энджел Дж. Поведение потребителей
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Примечания
Peter H. Bloch, «Right Under Our Noses: Ambient Scent and Consumer Responses» Journal o/
Business and Psychology, 10 (1995), 87-98; Deborah J. Mitchell, Barbara E. Kahn, and Susan C.
Knasko, «There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on
Consumer Decision Making», Journal of Consumer Research, 22 (June 1995), 229-238; Eric R.
Spangenberg, Ayn E. Crowley, and Pamela W. Henderson, «Improving the Store Environment:
Do Olfactory Cues Affect Evaluations and Behaviors?» Journal of Marketing, 60 (April 1996),
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44
Maureen Morrin and S. Ratneshwar, «Does It Make Sense to Use Scents to Enhance Brand
Memory?» Journal of Marketing Research, 40 (February 2003), 10-25.
45
Glenn Singer, «Memory Joggers», South Florida Sun-Sentinel's Your Business (August 25,
2003), 16-17.
46
Ibid.
47
Keith Wardell, «Spam Wars: The Second Front», Catalog Age (March 2005), 26-27.
48
Rob Gray, «Marketing Inspires Email Innovation», Revolution (May 2004), 52-54.
49
Cathy J. Cobb and Wayne D. Hoyer, «The Influence of Advertising at Moment of Brand
Choice», Journal of Advertising (December 1986), 5-27.
50
Kevin Lane Keller, «Memory Factors in Advertising: The Effect of Advertising Retrieval
Cues on Brand Evaluations», Journal of Consumer Research, 14 (December 1987), 316-333.
For additional research on retrieval cues, see Marian Friestad and Esther Thorson, «Remem-
bering Ads: The Effects of Encoding Strategies, Retrieval Cues, and Emotional Response», Journal
of Consumer Psychology, 2 (1993), 1-24; Kevin Lane Keller, «Cue Comparability and Framing
in Advertising», Journal of Marketing Research, 28 (February 1991), 42-57; and Kevin Lane
Keller, «Memory and Evaluation Effects in Competitive Advertising Environments», Journal
of Consumer Research, 17 (March 1991), 463-476.
51
Joseph O. Eastlack Jr., «How to Get More Bang for Your Television Bucks», Journal of
Consumer Marketing, 1 (1984), 25-34.
52
Nader T. Tavassoli and Yih Hwai Lee, «The Differential Interaction of Auditory and Visu-
al Advertising Elements with Chinese and English», Journal ofMarketing Research, 40 (Novem-
ber 2003), 468-480.
53
Research on repetition effects can be found in Rajeev Batra and Michael Ray, «Situational
Effects of Advertising: The Moderating Influence of Motivation, Ability and Opportunity to
Respond», Journal of Consumer Research, 12 (March 1986), 432-445; George E. Belch, «The
Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance»,
Journal of Consumer Research, 9 (June 1982), 56-65; 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 ofMarketing Research, 23 (Feb-
ruary 1986), 50-61; Surendra N.Singh and Catherine A. Cole, «The Effects of Length, Content,
and Repetition on Television Commercial Effectiveness», Journal of Marketing Research, 30
(February 1993), 91-104; Surendra N. 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; and Esther Thorson and Rita Snyder, «Viewer
Recall of Television Commercials: Prediction from the Prepositional Structure of Commercial
Scripts», Journal of Marketing Research, 21 (May 1984), 127-136.
54
Surendra N. Singh, Sanjay Mishra, Neeli Bendapudi, and Denise Linville, «Enhancing Mem-
ory of Television Commercials through Message Spacing», Journal of Marketing Research, 31
(August 1994), 384-392. For a meta-analysis of the literature on message spacing, see Chris
Janiszewski, Hayden Noel, and Alan G. Sawyer, «A Meta-Analysis of the Spacing Effect in Ver-
bal Learning: Implications for Research on Advertising Repetition and Consumer Memory»,
Journal of Consumer Research, 30 Qune 2003), 138-149.
942 Примечания
55
Punam Anand and Brian Sternthal, «Ease of Message Processing as a Moderator of Repeti-
tion Effects in Advertising», Journal of Marketing Research, 27 (August 1990), 345-353.
57
1
Burke and Srull, «Competitive Interference and Consumer Memory for Advertising».
Upper Crust», American Demographics (March 1999), 58.
58
See, for example, T. B. Rogers, N. A. Kuiper, and W. S. Kirker, «Self-Reference and Encod-
ing of Personal Information», Journal of Personality and Social Psychology, 35 (September 1977),
677-688; and Polly Brown, Janice M. Kee-nan, and George R. Potts, «The Self-Reference Ef-
fect with Imagery Encoding» ,/оштга/о/Personality and Social Psychology, 51 (November 1986),
897-906.
59
Robert E. Burnkrant and H. Rao Unnava, «Self-Referencing: A Strategy for Increasing
Processing of Message Content», Personality and Social Psychology bulletin, 15 (December 1989),
628-638. Also see Kathleen Debevec, Harlan E. Sports, and Jerome B. Kernan, «The Self-Ref-
erence Effect in Persuasion: Implications for Marketing Strategy», in Melanie Wallendorf and
Paul Anderson, eds., Advances in Consumer Research, 14 (Provo, 13 T: Association for Consumer
Research, 1987), 417-420.
60
Sujan, Bettman.andBaumgartner, «Influencing Consumer Judgments Using Autobiograph-
ical Memories».
61
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; Siew Meng
Leow, Swee Hoon Ang, and Lai Leng Tham, «Increasing Brand Name Recall in Print Advertis-
ing among Asian Consumers», Journal of Adveitising, 25 (Summer 1996), 65-81; Kathy A. Lutz
and Richard J. Lutz, «Effects of Interactive Imagery on Learning: Application to Advertising»,
Journal of Applied Psychology, 62 (August 1977), 493-498.
62
H. Rao Unnava and Robert E. Burnkrant, «An Imagery-Processing View of the Role of
Pictures in Print Advertisements», Journal of Marketing Research, 28 (May 1991), 226-231.
63
Roberta L. Klatzky, Human Memory: Structures and Processes (San Francisco: W. H. Free-
man, 1975), 230.
64
M. Carole Macklin, «Preschoolers' Learning of Brand Names from Visual Cues», Journal of
Consumer Research, 23 (December 1996), 251-261.
65
Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, «The Effects of Brand Name
Suggestiveness on Advertising Recall» Journal ofMarketing, 62 (January 1998), 48-57; Schmitt,
Tavassoli, and Millard, «Memory for Print Ads».
66
Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, «The Effects of Brand Name
Suggestiveness on Advertising Recall», Journal of Marketing, 62 (January 1998), 48-57.
67
Ibid.
68
Christine Bittar, «"Purple Pill" on Counters No Source of Indigestion», Brandweek (June 21,
2004), S60.
69
P. H. Blaney, «Affect and Memory: A Review», Psychological Bulletin, 99 (March 1986),
229-246; Alice M. Isen, «Some Ways in Which Affect Influences Cognitive Processes: Implica-
tions for Advertising and Consumer Behavior», in Alice M. Tybout and P. Cafferata, eds., Ad-
vertisingand Consumer Psychology (Lexington, MA: Lexington Books, 1989), 91-117; Patricia
A. Knowles, Stephen J. Grove, and W.Jeffrey Burroughs, «An Experimental Examination of
Mood Effects on Retrieval and Evaluation of Advertisement and Brand Information», Journal
of the Academy of Marketing Science (Spring 1993), 135-143.
70
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 (June 2000),
386-400; Barbara E. Kahn and Alice M. Isen, «The Influence of Positive Affect on Variety
Seeking among Safe, Enjoyable Products», Journal of Consumer Research, 20 (September 1993),
257-271.
Примечания 943
71
«Americans Enticed by Digital Cameras», Boston Herald, www.bostonherald.com (Decem-
ber 14, 2004); «Americans Lured More Than Ever to Look at Hot-Selling Digital Cameras»,
Boston Herald, www .bostonherald.com (December 21, 2004).
72
Elaine Walker, «Bits, Bytes and Grocery Buying», Miami Herald Qanuary 18, 2004), El.
73
Bob Moos, «Specialty Companies Focus on Senior Consumers' Needs», Dallas Morning
News (July 10,2004), 1.
74
Deborah Ball, Sarah Ellison, and Janet Adamy, «Just What You Need!; It Takes a Lot of
Marketing to Convince Consumers What They're Lacking», Wall Street Journal (October 28,
2004), Bl.
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