Алешина И.В. Поведение потребителей

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3.4.  91

 ,     

? , 

, ?    

  ,  ?  



, , 

 .  

,     

.

.  

   , ,  —

,  ,  , 

    ,  

,  —   

?  (, ) —  

   ?  — 

 ,  , 

, ? ,    

  ( )

, 

, .  . , 

      ,  

    .  , 

       

 ,   , 

.

  ,  

, , 

.  . Steel,  

    Samsung 

   Sony,    

   . 

,    ,

  ,

   : «     

, , 

». . Steel ,    

, -

. ,  Samsung

        

   .   

      

   ,    

. ,     

   ,   

 [The Wall Street Journal Europe, 22—

24, 2002].

92  3. 

, 

   (, )  

. ,      

  ,    

    ,   -



 [, 31  2004 .].

.   

,    — 

   (  )

   ,  ,

, ?    , 

,  

?   (  , 

  ,    

) —  

—       ?   

 , ,     

     —  

? 



       

.

.

,  , , ,

, 

    

     

 [, 3  2004 ., . 15].

. 

    : « 

, , 

”? ? 

  Listerine ,

   ,  ,

.      ,

 Listerine,   . ,

  ,    ,

    .  ,

     Unilever — Impulse

    31 , 

.

.     

-

 : PRESSI ( HERSON )

3.4.  93

 ?  ,    ,

   ?     

, ?

     

      . 

,      

,  "

».    

 ,   40

.     75    

.    

.

.   ,

     

 ?    

      

?  —

, ? -

,    

. , , 

 (

    )   ,

 .    

, ,

      

 ;    

,    

,   -8; 

    ; -

  ;  -

   ,   

, 

   ,  

Hewlett Packard.     

, 

     , 

 o   .

      

 — , ,



.  XX .   

       , 

.

 ,     

    

 — . ,

     -

    . 

,     ,

    

   -

94  3. 

. ,       -

, -

.

. 

  ,    

? 

?       

     . ,

     ,    -

 . ,     —

  ;      -

,  ;    -

.

.     -

,     ?  , -

? 

        -

,  ,   , -

. 

, .

, 

.       

 ?   

,     ?    -

  .    -

   . , ,  90%

  ,     ,

 .   McDonald's   -



 . ,  ,

, -

.

.   ,   -

       , -

  ,    ?  

   ,    -

         -

 ?   

        -



 : PRESSI ( HERSON )

3.4.  95

      . 

  ,  (), ,

, , ,   

 ,    ,

 .       

 .    

  (, , )

   ,  



.     ,

  ?     «»

     ?

,  , 

  . «  —

 », —   . 

,     

       

. 

      

  (     

).

  /.   

   ?  

  ,   

     ? 

      

 . ,  

 ,   



. , 

.

 .    

       , 

  ,      

 « ,  » ,« — 

».     «

  »?    



 « ».    : «

, ,  — 

».      

  ) :

».

     

.     

    

. 

96  3. 



, .

    

     

. ,    

      ,  

.

. ,

, ,

  ?  

   ,     

.      

, 

. , , —     

, 

 ,    .  

     

    ,    .

        

  ,     

      

  ,   ,  

 [, 18  2000 ., . 8].

   (,

, , )    

.   —    

Mercedes-Benz,     : «

      ,

». 

,      

       

, . ,

       

  ,    

  .   

      

   ,    . 

,      —

Greenpeace, ,     

       ,  

.

   

    

 .    ,

   (recyclable)    

,      

,  

.

 : PRESSI ( HERSON )

3.4.  97

, 

.    

      ?  

    ,   

 , ?    

» (   «», «»)?

, ,     



 . «   ,  !» —

.

    

      . 

     :

 -- 

».   ,   

  : «   ,  

  ».     —

     ,  

. ,     



.

.  

    

  ?     

,   ,   

?    

    ,   -

, 

 ax.    

      

 1990-.

   .

— ,

  . ,  

  ,  . 

 (Terminal Materialism) —  

, ,    .

      

    . ,

,  ,   ,

.  

   , 

     

. \

. 

   ,   —  

 ?    

, -

98  3. 

     ? 

    ?   -

     .   -

     . 

, ,   , -

        -

.      

  ,   —

      (. ,

, ).

 General Food    -

  ,    Tang  

,     ): « -

,     Tang  -

. ,  — , -

».



  Campbell     

   .  

,   , 

. 

 ,      , 

 .    

     . 

     Campbell  -

.

  . -

    -

? -

        

 ()?

     , 

      . -

,   ,    



  .      

       . 

 ,   (schuld), —  

.

 .   -

 ,   , ,

? -

 : PRESSI ( HERSON )

3.5.  99

, ? -

e . ,

-

  . 



 ,     , 

      . 

,     (

 )   , 

   . 

     ,

  ,   ,

, ;  ,  

.

.      

, ,  

   ?   —  , 

    ,    , 

  .    

     .

. , ,

, 

    ,  

  —  .    

    

.

3.5. 



  ,  , 

    ,

   . ,

, , 

, , 

. ,

 to table a report or motion    

,         «  

» [Hawkins, et al., 1995, p. 47].   

  ,    ,   — 

. , -

, .





,

100  3. 

    Ford Motor Company. Fiera  ,

   )   

,  fierra   « 

».    Ford — Comet 

   ,     Caliente. -

: Caliente — .

:

—  Pepsi — Come alive with Pepsi 

»)  Come alive out of the grave with Pepsi

 «»);

—      Nova

  General Motors   

 «»;

—   Kellogg — Bran Buds   «-

»;

—  car wash 

».

      -

  ,   -

, 

. , 

      

   . ,    

   Tide.    

 «»   . 

 — , , — «», , copier.

  , ,   -



, .

     

, , , .    

800   ,    26   3 -

  — ,     .

      

   — 

, .

     . , -

,     , 

         .

    ,   ,

. , -

 : PRESSI ( HERSON )