Алешина И.В. Поведение потребителей

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6.3. ;  201

 —     

   

.

,   ,



:  , 

,  ().

 ,     ,

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

. 

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

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

.     

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

. -

   ,   

.

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

      

    .

     

 ,    -

.

      

   . , , 

      ,

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

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

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

 (. ),    

.

   

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

     

    .   

     ,

. 6.5,  S —  1,41 — -

 1; Ml —  1 ,

1 —  1, 1 — 

 1 .

   

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

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

, : , 

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

 .  

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

.    

   

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

, .

202  6. 









 -

 (4)





-

 ()

 

  

. 6.5. , 



     

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

. , , 

 1990- .      

 all in one ). , 

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

, , .

6.4. 

 — ,

  .   — 

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

       .



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

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

 .     

 (directly relevant)  (indirectly

relevant).    — , 

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

  —  ,   , 

  .

 : PRESSI ( HERSON )

6.4.  203

      

  , , , ,

,  , .

   

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

. , , 

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

    . , , 

 : Calvin Klein — oe 

. 

, . 

. , 

  , .  —     .

    

 .     

 

:  , ,

 [Hawkins et ai, 1995, p. 202].

  (instrumental training) — 

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

     .

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

.

 (modeling) —  

    — .

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

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

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

   .   

   . 

     

,   . 

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

. , 

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

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

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

 .

 (mediation) 

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

.

   

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

      

   . 

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

, 

   .

204  6. 

   

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

 ,  , 

 [Assael, 1995, p. 573].

 (observation) —  

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

  .   

   —  

.

  (co-shoping) — 

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

     .   

   ,  

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

.

  (direct experience) —   

      

.     

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

   . 

,

. 

.

   

 .   /. Piaget

 [Assael 1995, p. 573]:

•   (preoperational stage).

,  3—7

,   .    

.      

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

;

•   (concrete

operational stage).  8—11 , 

    

    .  

     

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

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

 («»).

•   (formal

operational stage)-   12—15  

     

   .   

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

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

      

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

.

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



   

. , -

 : PRESSI ( HERSON )

 205

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

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

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

     .

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

 ,   

.

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

   .    

     

,   .   

»    

,    

.    

  ,   

    

.   

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

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

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

   ,  

,  .



1.  ,   

.  ?

2.     

  :

 ;

 

 ;

 ;

  ;

 ;

 ;

 ;

  ;

  .

     

?

3.     

 : ) 

      ) 

   

. 

 ?

4.    

   ( )   

.

206  6. 





 

1. -

-



2. -





3. 





4. 

-





1. 

2. -



3. 



5.   (, , , )  

 (. . 6.5), 

    

.







-

 ()





-

 ()

 ()

 ()

















 : PRESSI ( HERSON )

 III





 III

 7. 

7.1. 

7.2. 

7.3. 

7.4. 

7.5. 

7.6. 





 8. , 



8.1. 

8.2. 

8.3. 

8.4. 

8.5. 





 9. , 

9.1. 

9.2. 

9.3. 



9.4. 

9.5. 



 10. , 



10.1. 

10.2. 

10.3. 

10.4. 



 11. 

11.1. 

11.2. 

11.3. 

11.4. 



 : PRESSI ( HERSON )

 III. 



.     

 —  .   

   . 

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

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

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



,  — 

 .   

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

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

.

    

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

. 

     

, :    

     , 

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

, 

.

 7. 

7.1.



     

    , .

    

).  —   

. 

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

 —  .

  (information processing) — 

  ,  

), .

 . 7.1    

.

210  7. 









 __________ 

 



















 7.1. 

 (Hawkins ef at., 1995, p. 238)

 (perception) — , 

   (   );

    

.    — 

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

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

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

. 

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

   .



    —  ,  

,   ,   

, , .



   .  

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

,      — 

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

.

    

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

: , ,   .

.

 : PRESSI ( HERSON )