Алешина И.В. Поведение потребителей

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7.6.  231

 .    , 

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

.

   (,

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

    —    

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

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

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

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



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

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

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

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

.  (branding)

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

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

Samsung  2002 .  2 . [

24  2002 ., . 13]. 

. -

  Gold Star     LG 

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

  .  -

 «»

     «».  2004 . 

      «»  

  «»    

 [, 12  2004 ., . 17].

     — 

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

.       NameLab,

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

   Gateway.   , 

      .

 Compaq com , a paq —

, .  Intel 

  . Intel —    

  —INTegrated ELectronics 

).     

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

,  Mustang,

232  7. 

», Apple ), , 

.

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

  . ,  —  

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

       

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

, .



     

 :    

.  , ,   

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

     

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

. 

,   ,   ,  

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

 , , ,   

.

  ,   

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

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

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

     . 

     -

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

  .   

.  —   

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

 —  ,  ,  .

  —    ,  

  .   

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

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

  —  ,

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

      .

 (www.nytimes.com), -

   (Google, Yandex), 

  (www.angelfire.com), 

 (www.Amazon.com). 

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

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

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

    .  



 : PRESSI ( HERSON )

7.6.  233

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

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

.

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

. 

 — ,     ,   -

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

        -

     —  .

 — 

 — .

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

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

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

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

.  — 

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

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

.   —   -

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

   . , 

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

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

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

.



-

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

:

• .    

;

• . ;

• .     

;

• .       ,



      

.

-

 .

 .    

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

-

234  7. 

       

     

. 

     . 

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

. 

.      

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

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

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

    

   . 

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

 — .

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

 .  

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

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

.

 .   

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

:

 , « », 

   .   (theater test)

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

.   ,

, —  (

)   .  «-

» (day-after recall) —   

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



.  (recognition test) — ,



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

      —

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

 (Starch score) —- 

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

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

   .   

 ,   (,

,  )   .

:

•  (noted).  , 

 

;

•  (seen-associated).

 , 

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

;

 : PRESSI ( HERSON )

 235

•  (read most). 

50% . 



.

. -

    , -

    «».  -

 5—15   ,   

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

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

.

-

. , ,  1) 

        2)

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

, .  7 

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

.     :  

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

       

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

       

.

      

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

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

  —    ),  -

  (, , ,

, ; ).



1.    ( 4P),  

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

?

2. 

. ?

3.     

.

4.  (, ,

)     

, , )    

   ()  

, :

236  7. 



; ;

 ;

 ;

 ;

 -

;

 -

;



;

 ;

 ;

 ;

 ;

 ;

 .











1.  2.  3.

1. 

2.

3. 

5.  (

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

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

  (),    -

:





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

1. 

-



2. 





3. 







-





1. 

2. 

3. 

     , 

 4P?

 : PRESSI ( HERSON )

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

8.1. 

   ,  

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

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

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

     2003 . 

 Philips. DVD-,  ,

 , MP3- 

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

      .  30%

       

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

, 13  2004 ., . 17].

     

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

, -

























,









/





















. 8.1.  — 

238  8. , 

,  , , ), 

 



    —

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

, .

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

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

 .    . 8.1, 

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

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

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

    

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

      , 

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

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

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

.

 (learning) — 

    . 

,  —    

   ,    . 8.2. 

     ,

. -

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

.

:













. 8.2. 

8.2. 



:

*    

    

);

*  —- 

 () .

     

 , ,  :  

(cognitive approach)    (behaviorist

approach) (Engel el a/., 1995, p. 514].  

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

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

 —  (. 

    ).



 : PRESSI ( HERSON )

8.2.  239

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

. -

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

)     .



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

. 8.3.

. 8.3. : 

      

,      .

    — ,  

   . ,

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

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

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

.  — , 

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

,   , 

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

,     

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

.

     

. ,

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

  , ,   

  . , 

-  

 .     

      

 — . . 8.4 

   (   )  

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

:   ,   ,

, -





  ()

 

 



 



 

240

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

: 



. 8.4.       



,  [Hawkins et ai, 1995, p. 272], 

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

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

  ,   

  .

  ,  

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

 .  ,  -

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

, .

    -



.

: ,



 ,  

(conditioning) — ,   

 ()   (  ).

  —   « —

» (stimulus-response).   

  — .  —  

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

. 



















/



/



























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 : PRESSI ( HERSON )