Примечания. 1. Stout P.A., Rust R.T. Emotional Feelings and Evaluative Dimensions of Advertising: Are They Related?

1. Stout P.A., Rust R.T. Emotional Feelings and Evaluative Dimensions of Advertising: Are They Related? // Journal of Advertising. - 1993. — 22, № 1. - P. 61-71.

2. Agres S.J. Cognitive and Emotional Elements in Persuasion and Advertising: Working paper. — The Marschalk Commpany, undated.

3. Ray M.L., Batra R. Emotion and Persuasion in Advertising: What We Do and Don't Know About Affect // Advances in Consumer Research / Eds. RP. Bagozzi, A.M. Tybout. — Ann Arbor, Ml: Association for Consumer Research, 1983. — Vol. 10. — P. 543-547.

4. Allen C.T., Machlcit K.A., Kleine S.A. A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience // Journal of Consumer Research. — 1992. - 18, № 3. — P. 493-504.

5. Advertising Age. — 1989. — August 7. — P. 58.

6. Adweek's Marketing Week. — 1989. — November 13. — P. 2-3.

7. The New York Times (Business section). — 1990. — January 26.

8. Scott C., Klein D.M., Bryant J. Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation // Journal of Consumer Research. — 1990 — ifi № 3. - P. 498-501.

9. Kodak's next Photo-CD sales trick: Infomercial // Advertising Age. — 1993. — March 8. — P. 3.

10. Vaughn R. How Advertising Works: A Planning Model Revisited // Journal of Advertising Research. — 1986. — 26, № 1. — P. 57-66; Ratchford B.T. New Insights About the FCB Grid // Ibid. - 1987. - 27, № 4. - P. 24-38.

11. Batra R., Ahtola O.T. Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes // Marketing Letters. — 1990. - 2, № 2. — P. 159-170; Crowley A.E., Spangenberg E.R., Hughes K.R. Measuring the Hedonic Dimensions of Attitudes Toward Product Categories // Ibid. - 1992. - 3, № 3. - P. 239-249.

12. Rossiter J.R., Percy L., Donovan R.J. A Better Advertising Planning Grid// Journal of Advertising Research. — 1991. — № 10/11. — P. 11-21; Percy L., Rossiter J.R. A Model of Brand Awareness and Brand Attitude Strategies // Psychology and Marketing. — 1992. — 9, № 4,- P. 263-274.

13. Beer Companies Shift Their Focus to, of All Things, Taste// The New York Times. — 1992. — October 15. — P. C19; Appliance Ads Get 'Warm, Fuzzy,' // Advertising Age. — 1993. — May 3. — P. 44.

14. Johar J.S., Sirgy M.J. Value-Expressive Versus Utilitarian Advertising Appeals: When and How to Use Which Appeal // Journal of Advertising. - 1991. — 20, № 3. - P. 23-24.

15. Для проверки разделов, относящихся к этой модели, см. работы Batra R., Ray M.L. Affective Responses Mediating Acceptance of Advertising // Journal of Consumer Research. — 1986. — № 13. — P. 234-249; Ho/brook M., Batra R. Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising // Ibid. - 1987. — 14, № 12. — P. 404-419; Burke M.C., EdellJ.A. The Impact of Feelings on Ad-Based Affect and Cognition // Journal of Marketing Research. — 1989. — 26, № 2. — P. 69~82; Batra R., Stayman D.M. The Role of Mood in Advertising Effectiveness // Journal of Consumer Research. — 1990. — 17, № 9. — P. 203-214; а также MacKenve S., Lutz. R., Belch G. The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations // Journal of Marketing Research. — 1986. - 23, № 5. — P. 130-143.

16. Kahn B.E., hen A.M. The Influence of Positive Affect on Variety Seeking among Safe, Enjoyable Products // Journal of Consumer Research. - 1993. - 20, № 9. - P. 257-270.

17. Maclnnis D.J., Park C. W. The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads // Ibid. — 1991. — 18, № 9. - P. 161-173.

18. Stayman DM., Batra R. Encoding and Retrieval of Ad Affect in Memory// Journal of Marketing Research. — 1991. — 28, № 5. — P. 232-239.

19. Wells W.D. How Advertising Works: Unpublished paper, 1980; Puto C.P., Wells W.D. Informational and Transformational Advertising: The Differential Effects of Time // Advances in Consumer Research / Ed. T.C. Kinnear. — Ann Arbor, Ml: Association for Consumer Research, 1983. - Vol. 11. - P. 638-643.

20. Puto C.P., Wells W.D. Informational and Transformational Advertising: The Differential Effects of Time // Advances in Consumer Research / Ed. T.C. Kinnear. — Arm Arbor, Ml: Association tor Consumer Research, 1983. — Vol. 11. — P. 638.

21. Deighton J., Romer D., McQueen J. Using Drama to Persuade// Journal of Consumer Research. - 1989. - 16, № 12. - P. 335-343.

22. Baumgartner H., Sujan M., Bettman J.R. Autobiographical Memories, Affect, and Consumer Information Processing // Journal of Consumer Psychology. — 1992. — 1, № 1. — P- 53 в/.

23. Scott L.M. Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising // Journal of Consumer Research. — 1990. — 17, № 9. - P. 223-236.

24. Hoch S.J. Ha Y.-W. Consumer Learning and the Ambiguity of Product Experience // Ibid. — 1986. - 13, № 10. — P. 221-233.

25. Puto С.P., Wells W.D. Informational and Transformational Advertising: The Differential Effects of Time // Advances in Consumer Research / Ed. T.C. Kinnear. — Ann Arbor, Ml: Association for Consumer Research, 1983. — Vol. 11.

26. Aakcr D.A, Stayman D.M. What Mediates the Emotional Response to Advertising? The Case of Warmth // Proceeding of the 1985 Advertising and Consumer Psychology Conference / Eds. P. Caferata, A. Tybout. - Chicago, 1986.

27. Stout P., Lcckcnby J.D. The Nature of Emotional Response to Advertising: A Further Examination // Journal of Advertising. — 1988. — 17, № 4. — P. 53-57.

28. Deighton J., Romer D., McQueen J. Using Drama to Persuade // Journal of Consumer Research. - 1989. - 16, № 12. - P. 335-343.

29. Meyers-Lew J., Maheswaran D. When Timing Matters: The Influence of Temporal Distance on Consumers' Affective and Persuasive Responses // Ibid. — 1992. — 19, № 12. - P. 424-433.

30. Shimp T.A. Attitude Toward the Ad as a Mediator of Consumer Brand Choice // Journal of Advertising. - 1981. - 10, № 2. — P. 9-15; and Madden T.A., Allen C.T., Twible J.L. Attitude Toward the Ad: An Assessment of Diverse Measurement Indices Under Different Processing 'Sets' // Journal of Marketing Research. - 1988. - 28, № 8. - P. 242-252.

31. Mitchell A.A., Olson J.C. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? // Journal of Marketing Research. — 1982. - 18, № 8. - P. 318-332. CM. также Gardner M.P. Docs Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation 'Set'?// Ibid.— 1985.— 22, №5.— P. 192-198; Lutz R.J., MacKcnzie S.B., Belch G. Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences // Advances in Consumer Research / Eds. R. Bagozzi, A. Tybout. — Ann Arbor, Ml: Association for Consumer Research, 1983. — Vol. 10 — P. 532-539; Shimp T.A. Attitude Toward the Ad as a Mediator of Consumer Brand Choice // Journal of Advertising. — 1981. — 10, № 2. - P. 9-15

32. Haley R.L., Baldinger A.L. The ARF Copy Research Validity Project // Journal of Advertising Research. - 1991. — 31, № 4/5. — P. 11-31.

33. Biehal G., Stephens D., Curio E. Attitude Toward the Ad and Brand Choice // Journal of Advertising. - 1992. - 21, № 3. - P. 19-36.

34. Chattopadhyay A., Nedungadi P. Does Attitude toward the Ad Endure? The Moderating Effects of Attention and Delay// Journal of Consumer Research. — 1992. — 19, № 6. — P. 26-33; a также Muehling D.D., Laczniak R.N. Advertising's Immediate and Brand Attitudes: Considerations Across Message-Involvement Levels // Journal of Advertising. — 1988. — 17, № 4. - P. 23-34.

35. Does Commercial Liking Matter? // Topline. —McCollum-Spielman Worldwide, № 36 (February 1992).//

36. Brown S.P., Stayman D.M. Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis // Journal of Consumer Research. — 1992. — 19, № 6. - P. 34-51.

37. Smith R.E. Integrating Information from Advertising and Trial: Processes and- Effects on Consumer Response to Product Information // Journal of Marketing Research. — 1993. — 30,

№ 5. - P. 204-219.

38. MacKcnzie S., Lutz R., Belch G. The Role of Attitude Toward the Ad as a Mediator or Advertising Effectiveness: A Test of Competing Explanations // Ibid. — 1986. — 23, № 5. — P. 130-143.

39. Обзор см. в работе Homer P.M. The Mediating Role of Attitude Toward the Ad: Some Additional Evidence // Ibid. - 1990. - 27, № 2. - P. 78-85.

40. MacKenzic S.B., Lutz R.J. An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Protesting Context// Journal of Marketing. — 1989. — 53, № 4. - P. 48-65.

41. Minimard P.W., Bhatla S., Rose R.L. On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis // Journal of Marketing Research. — 1990. — 27, № 8. - P. 290-303.

42. Green W.F. What Drives Commercial Liking? // Journal of Advertising Research. — 1992. — 32, № 2. - P. 65-68.

43. Там же.

44. Aaker D.A., Bruzzone D.E. What Causes Irritation in Television Advertising9 // Journal nf Marketing. - 1985. - 45, № 3. - P. 47-57. ' Ot

45. Muehling D.D., McCann M. Attitude Toward the Ad: A Review // Journal of Current Issues and Research in Advertising. - 1993. — 15, № 2. - P. 25-58.

46. Ray M.L., Batra R. Emotion and Persuasion in Advertising: What We Do and Don't Know About Affect // Advances in Consumer Research / Eds. R.P. Bagozzi, A.M. Tybout. — Ann Arbor, ML: Association for Consumer Research, 1983. — Vol. 10 — P. 543-547.

47. Silk A.J., Vavra Т.О. The Influence of Advertising's Affective Qualities on Consumer Responses // Consumer Information Processing / Eds. G.D. Hughes, M.L. Ray — Chanel Hill: University of North Carolina Press, 1974. — P. 157-186.

48. Janiszewski C., Warlop L. The Influence of Classical Conditioning Procedures of Subsequent Attention to the Conditioned Brand // Journal of Consumer Research. — 1993 — 20 № 9 — P. 171-189.

49. Corn G.J. The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach // Journal of Marketing. — 1982. — № 1. — P. 94-101.

50. Allen C.T,. Madden T.J. A Closer Look at Classical Conditioning// Journal of Consumer Research. - 1985. — 12, № 12. — P. 311-315; а также Kellaris J.J., Cox A.D. The Effects of Background Music in Advertising: A Reassessment // Ibid. — 1989. — 16, № 6. — P. 113—118.

51. Bierly C., McSweney F.K., Vannieukerk R. Classical Conditioning of Preferences for Stimuli // Journal of Consumer Research. — 1985. — 12, № 12. - P. 316-323.

52. Kroeber-Rial W. Emotional Product Differentiation by Classical Conditioning // Advances in Consumer Research / Ed. T.C. Kinnear. — Ann Arbor, Ml: Association for Consumer Research, 1983. - Vol 11. — P. 538-543.

53. Shimp T.A., Stuart E.W., Engle R.W. A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context // Journal of Consumer Research. — 1991. - 18, № 6. - P. 1-12.

54. Shimp T.A. Neo-Pavlovian Conditioning and its Implications for Consumer Theory and Research // Handbook of Consumer Behavior / Eds. T.S. Robertson, H.H. Kassarjian. — Englewood Cliffs, NJ: Prentice-Hall, 1991.

55. Plutchik R. A General Psychoevolutionary Theory of Emotion // Emotion: Theory, Research, and Experience / Eds. R. Plutchik, H. KeHerman. - New York: Academic Press, 1980. — P. 18.

56. Batra R., Holbrook M.B. Developing a Typology of Affective Responses to Advertising // Psychology and Marketing. - 1990. - 7, № 2. - P. 11-25; Burke M.C., EdellJ.A. The Impact of Feelings on Ad-Based Affect and Cognition // Journal of Marketing Research. — 1989. — 26, № 2. - P. 69-83; Holbrook M.B., Batra R. Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising // Journal of Consumer Research. — 1987. — 14, № 12. — P. 404-420.

57. Aaker D.A., Bruzzone D.E. Viewer Perceptions of Prime-Time Television Advertising // Journal of Advertising Research. - 1981. — № 10. — P. 15-23.

58. Wells W.D., Leavitt C., McConville M. A Reaction Profile for TV Commercials // Ibid. -1971. — № 12. - p. Ц-15.

59. Schlinger M.J. A Profile of Responses to Commercials // Journal of Advertising Research. -1979. - 19, № 2. - P. 37-46.

60. Aaker D.A., Stayman D.M., Hagerty R. Warmth in Advertising: Measurement, Impact, and Sequence Effects // Journal of Consumer Research. - 1986. — 12, № 3. — P. 365-381.

61. Weinberger M.G., Gulas C.S. The Impact of Humor in Advertising: A Review// Journal of Advertising. - 1992. - 21, № 4. - P. 35-59.

62. CM. Weinberger M.G., Gulas C.S. The Impact of Humor in Advertising: A Review // Journal of Advertising. — 1992. — 21, № 4.

63. The New York Times. — 1990. — August 19. — P. F5.

60.

67. 68.

64. The New York Times. — 1993. — November 2. — P. B3.

65. Chattopadhyay A., Basu K. Humor in Advertising: The Moderating Role of Prior Brand Evaluation // Journal of Marketing Research. — 1 990. — 27, № 1 1. — P. 466-476.

The New York Times. — 1993. — November 2. — P. B3. The New York Times. — 1993. — November 2. - P. B3.

Обзор интересной литературы по юмору см. в работах Sternlhal В., Craig S.C. Humor in Advertising// Journal of Marketing. — 1973. - 37, № 10. - P. 12-18; Alden D.L., Hoyer W.D. An Examination of Cognitive Factors Related to Humourousness in Television Advertising// Journal of Advertising. — 1993. — 22, № 2. — P. 29-37.

69. Speck P.S. The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads // Journal of Current Issues and Research in Advertising. — 1990. — P. 1—44. Weinberger M.G., Spotts H.E. Humor in U.S. vs. U.K. Commercials: A Comparison // Journal of Advertising. - 1989. - 18, № 2. - P. 39-44.

Diy Humor is Building a Thirst for Kronenbourg // Business Week. — 1985. — March 11. — P. 120. Там же. Там же.

Ray V.L., Wilkie W.L. Fear: Potential of an Appeal Neglected by Marketing // Journal of Marketing. - 1970. - 32, № 1. - P. 54-62.

75. Marketers Exploit People's Fears of Evetything // The Wall Street Journal. — 1993. — November 15. - P. Bl.

76. Rosen T.J., Terry N.S., Leventhal H. The Role of Esteem and Coping in Response to a Threat Communication // Journal of Research in Personality. — 1983. — 16, № 2. — P. 90-110.

77. Henthorne T.L., LaTour M.S., Natarajan R. Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response // Journal of Advertising. — 1993. — 22, № 2. — P. 59-69.

78. Speaking Softly of Life's Dangers // The New York Times. - 1990. - February 16. — P. Cl.

79. Strong J.T., Dubas K.M. The Optimal Level of Fear in Advertising: An Empirical Study// Journal of Current Issues and Research in Advertising. — 1993. — 15, № 2. — P. 93—99. Rogers R. W. Cognitive and Physiological Processes in Fear Appeals and Attitude Change: A Revised Theory of Protection Motivation // Social Psychophysiology / Eds. J. Cacioppo, R. Petty. — New York: Guildford, 1983; Tanner J.F., Hunt J. В., Eppright D.R. The Protection Motivation Model: A Normative Model of Fear Appeals // Journal of Marketing. — 1991. — 55, № 7. - P. 36-45.

70.

71. 72. 73. 74.

80.

81.

Buy Our Brands Or You Die// Ad Week's Marketing Week.- 1989.- December 18.-P. 36—37.