Kotler - Keller - Managementul Marketingului

> Analiza pieÆelor de consum < Capitolul 6 309
34. Jan Callebaut et al., The Naked Consumer: The Secret
of Motivational Research in Global Marketing (Antwerp,
Belgium: Censydiam Institute, 1994).
35. Melanie Wells, „Mind Games“, Forbes, 1 septembrie
2003, p. 70.
36. Abraham Maslow, Motivation and Personality (New
York: Harper & Row, 1954), pp. 80-106.
37. Vezi Frederick Herzberg, Work and the Nature of Man
(Cleveland: William Collins, 1966); Thierry çi Koopman-Iwerna,
„Motivation and Satisfaction“, pp. 141-142.
38. Bernard Berelson çi Gary A. Steiner, Human Behavior:
An Inventory of Scientific Findings (New York: Harcourt
Brace Jovanovich, 1964), p. 88.
39. J. Edward Russo, Margaret G. Meloy çi T. J. Wilks, „The
Distortion of Product Information During Brand Choice“,
Journal of Marketing Research 35, 1998, pp. 438-452.
40. Leslie de Chernatony çi Simon Knox, „How an Appreciation
of Consumer Behavior Can Help in Product Testing“,
Journal of Market Research Society, iulie 1990, p.
333. Vezi çi Chris Janiszewski çi Stiju M. J. Osselar, „A
Connectionist Model of Brand-Quality Association“, Journal
of Marketing Research, august 2000, pp. 331-51.
41. Chris Janiszewski din Florida a elaborat un fascinant
program de cercetare, care abordeazå efectele procesårii
în stadiul preconçtient. Vezi Chris Janiszewski,
„Preattentive Mere Exposure Effects“, Journal of Consumer
Research 20, decembrie 1993, pp. 376-392, precum
çi câteva dintre studiile lui anterioare çi ulterioare.
42. Vezi Timothy E. Moore, „Subliminal Advertising: What
You See Is What You Get“, Journal of Marketing 46,
1982, pp. 38-47, pentru un clasic articol premergåtor, çi
Andrew B. Aylesworth, Ronald C. Goodstein çi Ajay
Kalra, „Effect of Archetypal Embeds on Feelings: An
Indirect Route to Affecting Attitudes?“, Journal of Advertising
28, no. 3, 1999, pp. 73-81, pentru o abordare mai
actualå.
43. John R. Anderson, The Architecture of Cognition (Cambridge,
MA: Harvard University Press, 1983); Robert S.
Wyer Jr. çi Thomas K. Srull, „Person Memory and
Judgement“, Psychological Review 96, no. 1, 1989, pp.
58-83.
44. Marc Gobe, „Emotional Identity“, Global Cosmetic Industry
171, no. 2, feberuarie 2003, pp. 26-27; Fara
Warner, „Upscale Chocolates Not Hot, So Godiva Does
a Makeover“, Brandweek, 4 iulie 1994, p. 21.
45. Pentru detalii suplimentare, vezi John G. Lynch Jr. çi
Thomas K. Srull, „Memory and Attentional Factors in
Consumer Choice: Concepts and Research Methods“,
Journal of Consumer Research 9, iunie 1982, pp. 18-36;
Joseph W. Alba, J. Wesley Hutchinson çi John G. Lynch
Jr., „Memory and Decision Making“, în Handbook of
Consumer Theory and Research, editori Harold H.
Kassarjian çi Thomas S. Robertson (Englewood Cliffs,
NJ: Prentice Hall, 1992), pp. 1-49.
46. Fergus I. M. Craik çi Robert S. Lockhart, „Levels of
Processing: A Framework for memory research“,
Journal of Verbal Learning and Verbal Behavior 11,
1972, pp. 671-684; Fergus I. M. Craik çi Endel Tulving,
„Depth of Processing and the Retention of Words in
Episodic Memory“, Journal of Experimental Psychology
104, no. 3, 1975, pp. 268-294; Robert S. Lockhart,
Fergus I. M. Craik çi Larry Jacoby, „Depth of Processing,
Recognition, and Recall“, în Recall and Recognition,
editor John Brown (New York: John Wiley & Sons, 1976).
47. Leonard M. Lodish, Magid Abraham, Stuart Kalmenson,
Jeanne Liverlsberger, Beth Lubetkin, Bruce Richardson
çi Mary Ellen Stevens, „How T.V. Advertising Works: A
Meta Analysis of 389 Real World Split Cable T.V. Advertising
Experiments“, Journal of Marketing Research 32,
mai 1995, pp. 125-139.
48. Elizabeth F. Loftus çi Gregory R. Loftus, „On the Permanence
of Stored Information in the Human Brain“,
American Psychologist 35, mai 1980, pp. 409-420.
49. Benson Shapiro, V. Kasturi Rangan çi John Sviokla,
„Staple Yourself to an Order“, Harvard Business Review,
iulie-august 1992, pp. 113-22. Vezi çi Carrie M.
Heilman, Douglas Bowman çi Gordon P. Wright, „The
Evolution of Brand Preferences and Choice Behaviors
of Consumers New to a Market“, Journal of Marketing
Research, mai 2000, pp. 139-55.
50. Alison Stein Wellner, „Research on a Shoestring“, American
Demographics, aprilie 2000, pp. 38-39.
51. Teoreticienii marketingului au creat mai multe modele
ale procesului de cumpårare parcurs de consumator.
Vezi John A. Howard çi Jagdish N. Sheth, The Theory of
Buyer Behavior (New York: Wiley, 1969); James F.
Engel, Roger D. Blackwell çi Paul W. Miniard, Consumer
Behavior, ediÆia a 8-a (Fort Worth, TX: Dryden, 1994);
Mary Frances Luce, James R. Bettman çi John W.
Payne, Emotional Decisions: Tradeoff Difficulty and
Coping in Consumer Choice (Chicago, IL: University of
Chicago Press, 2001).
52. William P. Putsis Jr. çi Narasimhan Srinivasan, „Buying
or Just Browsing? The Duration of Purchase Deliberation“,
Journal of Marketing Research, august 1994, pp.
393-402.
53. Earl Eldridge, „Many Car Shoppers’ First Stop Is ‘Consumer
Reports’“, USA Today, 16 septembrie 2003, pp. 1B-2B.
54. Adrienne Sanders, „Yankee Imperialism“, Forbes, 13
decembrie 1999, p. 56.
55. Evan I. Schwartz, „Real Community Is Possible“, Business
2.0, 6 martie 2001, p. 64.
56. Chem L. Narayana çi Rom J. Markin, „Consumer Behavior
and Product Performance: An Alternative Conceptualization“,
Journal of Marketing, octombrie 1975, pp.
1-6. Vezi çi Wayne S. DeSarbo çi Kamel Jedidi, „The
Spatial Representation of Heterogeneous Consideration
Sets“, Marketing Science 14, no. 3, pt. 2 (1995): pp.
326-42; Lee G. Cooper çi Akihiro Inoue, „Building Market
Structures from Consumer Preferences“, Journal of
Marketing Research 33, no. 3 (august 1996): pp.
293-306.
57. Virginia Postrel, „The Lessons of the Grocery Shelf Also
Have Something to Say About Affirmative Action“, New
York Times, 30 ianuarie 2003, p. C2.
58. David Krech, Richard S. Crutchfield çi Egerton L.
Ballachey, Individual in Society (New York: McGraw-Hill,
1962), capitolul 2.