Алешина И.В. Поведение потребителей

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7.1.  211

 (exposure) —   

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

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

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

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

) ,     .

  , ,    

      — ,

, , , .

 (attention) ,   



. -

-

.

 (interpretation) —   

.  —  ,  . 

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

  .      

.  — , 

(sensation) — .

 (memory)   . 

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

)      

 ().

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

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

. 

    , .   «». 

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

.  . ,  , 

, . 

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

. ,

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

, . -

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

 .   

    -

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

 — 

—  (. . 7.1). 





,    .  





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





.

212  7. 

. 7.2. 

   (,

, , ) 

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

,     ,  

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

.      

, .

 ,    

 (. 7.2) [Hawkins at ai, 1995, p. 239].  

     

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

 .   , 

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

 (. )

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

.   

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

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

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

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

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

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

 .   

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

.

7.2. 

 (exposure) — 

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

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

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











 : PRESSI ( HERSON )

7.2.  213

.   , 

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

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

, , .  

      

). 

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

 ,   .

   ,   

.    

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

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

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

   —   

.

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

 (. . 7.2). 

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

,   .    — 

   ? 

    

?

 ,  

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

»    —  

),     .

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

.

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

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

   .  -

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

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

.

   

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

. 

 .     

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

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

 .    

      ,

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

,     .   

, , -

      

-

214  7. 

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

.

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



. , 

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

.

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

   . 

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

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

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

 .    

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

,  , .  

   ,  

;

 .  ,  

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

;

  —   

, .

  ,  

       

  ,  , 

  ,   

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

   (subliminal

persuasion) [Engel et ai, 1995, p. 474].  

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

   (-

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

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

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

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

.

, 

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

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

     .  

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

,     . -

    

 .    

 ( I)    

 (I):

  — , .



 ,





 : PRESSI ( HERSON )

7..3.  215

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

,  15%.  ,   

  100 .   

 15 .

7.3. 

 (attention) , 

        

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

,      

   . 

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

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

   18—20 . 

. 

,   .  

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

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

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

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

, 

% 

 .      

 1970-. 

 1980-.  Newsweek -

,  62%  

        (22% -

)  [Hawkins et ai, 1995, p. 240]. ,

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

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

.

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

 ,   

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

   .    

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

. ,   ,

      

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

.

216  7. 

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

, — 

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

     

     5  .

    

.     

 300    . 

 ( , , ) 

 100 . 

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

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

.

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

  —     

   . ,

 ,  :

,  () 

.



  —  

  .  

 , .   

   . 

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

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

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

, .

  .  

      . 

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

,  . 

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

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

 ,   .  

 ,

 .     

       

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

 .   (

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

.

. 

 .  

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

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

      

 41%.     

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



 : PRESSI ( HERSON )

7.3.  217

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

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

.

 —      

. , ,

   ,  ,    . 

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

      

   .     

 (     

  ).    

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

.

      

 .     —

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

 —  (

).

  ,    

 (, ), , , 

»    . 



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

 — 

.

 —     

.  « »   —

       

.

    ,   

.   ,  

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

     

      .

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

 ,    

, ,  «»), 

,    .  -

 ,     

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

. 

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

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

 .    

.

 () .  

   .  

 «-

218  7. 

 ».    30-

      24  

    .

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

    , 

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

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

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

  

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

 .   

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

    .  

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

    -

 .  

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

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

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

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

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

.

, 

  ,   ,

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

    .

    

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

.



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

 ,   

.       

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

  .    

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

.

    

   ,  

  ,    .

, ,      

,   , 

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

     

 .  

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

 ,    120 

.      

 4.5 .  (25 .),    69 .

.  100 ,

   10 .  

. 

 : PRESSI ( HERSON )

7.3.  219

       !

[Hawkins, et 1995, p. 602].

.     

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

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

  —  ,

.

 . 

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

    . 

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

.

  .   

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

.



  —  

,     .

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

.      

     

.

   — 

,   .  — 

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

    (,  

)    (, ).

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

.     

.

  ()   (

 ) ,    

. , ,  

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

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

      , 

   .   

.

.     

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

    .

, 

   .

    ,

   

,   ,   

.

220  7. 

 . ,  

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

.      (,

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

 .   

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

.

 .   

   .  

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

    ,  

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

.



  —  , 

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

.

, 

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

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

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

.    

     ,

    )    

. 

.

     .

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

.    

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

.

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

       

. 

.

  .   

    ,   ,

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

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

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

     .

    

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

 .   

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



 : PRESSI ( HERSON )