942 Примечания
55
Punam Anand and Brian Sternthal, «Ease of Message Processing as a Moderator of Repeti-
tion Effects in Advertising», Journal of Marketing Research, 27 (August 1990), 345-353.
57
1
Burke and Srull, «Competitive Interference and Consumer Memory for Advertising».
Upper Crust», American Demographics (March 1999), 58.
58
See, for example, T. B. Rogers, N. A. Kuiper, and W. S. Kirker, «Self-Reference and Encod-
ing of Personal Information», Journal of Personality and Social Psychology, 35 (September 1977),
677-688; and Polly Brown, Janice M. Kee-nan, and George R. Potts, «The Self-Reference Ef-
fect with Imagery Encoding» ,/оштга/о/Personality and Social Psychology, 51 (November 1986),
897-906.
59
Robert E. Burnkrant and H. Rao Unnava, «Self-Referencing: A Strategy for Increasing
Processing of Message Content», Personality and Social Psychology bulletin, 15 (December 1989),
628-638. Also see Kathleen Debevec, Harlan E. Sports, and Jerome B. Kernan, «The Self-Ref-
erence Effect in Persuasion: Implications for Marketing Strategy», in Melanie Wallendorf and
Paul Anderson, eds., Advances in Consumer Research, 14 (Provo, 13 T: Association for Consumer
Research, 1987), 417-420.
60
Sujan, Bettman.andBaumgartner, «Influencing Consumer Judgments Using Autobiograph-
ical Memories».
61
Terry L. Childers and Michael J. Houston, «Conditions for a Picture-Superiority Effect on
Consumer Memory», Journal of Consumer Research, 11 (September 1984), 643-654; Siew Meng
Leow, Swee Hoon Ang, and Lai Leng Tham, «Increasing Brand Name Recall in Print Advertis-
ing among Asian Consumers», Journal of Adveitising, 25 (Summer 1996), 65-81; Kathy A. Lutz
and Richard J. Lutz, «Effects of Interactive Imagery on Learning: Application to Advertising»,
Journal of Applied Psychology, 62 (August 1977), 493-498.
62
H. Rao Unnava and Robert E. Burnkrant, «An Imagery-Processing View of the Role of
Pictures in Print Advertisements», Journal of Marketing Research, 28 (May 1991), 226-231.
63
Roberta L. Klatzky, Human Memory: Structures and Processes (San Francisco: W. H. Free-
man, 1975), 230.
64
M. Carole Macklin, «Preschoolers' Learning of Brand Names from Visual Cues», Journal of
Consumer Research, 23 (December 1996), 251-261.
65
Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, «The Effects of Brand Name
Suggestiveness on Advertising Recall» Journal ofMarketing, 62 (January 1998), 48-57; Schmitt,
Tavassoli, and Millard, «Memory for Print Ads».
66
Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, «The Effects of Brand Name
Suggestiveness on Advertising Recall», Journal of Marketing, 62 (January 1998), 48-57.
67
Ibid.
68
Christine Bittar, «"Purple Pill" on Counters No Source of Indigestion», Brandweek (June 21,
2004), S60.
69
P. H. Blaney, «Affect and Memory: A Review», Psychological Bulletin, 99 (March 1986),
229-246; Alice M. Isen, «Some Ways in Which Affect Influences Cognitive Processes: Implica-
tions for Advertising and Consumer Behavior», in Alice M. Tybout and P. Cafferata, eds., Ad-
vertisingand Consumer Psychology (Lexington, MA: Lexington Books, 1989), 91-117; Patricia
A. Knowles, Stephen J. Grove, and W.Jeffrey Burroughs, «An Experimental Examination of
Mood Effects on Retrieval and Evaluation of Advertisement and Brand Information», Journal
of the Academy of Marketing Science (Spring 1993), 135-143.
70
Michael J. Barone, Paul W. Miniard, and Jean Romeo, «The Influence of Positive Mood on
Consumers' Evaluations of Brand Extensions», Journal of Consumer Research, 26 (June 2000),
386-400; Barbara E. Kahn and Alice M. Isen, «The Influence of Positive Affect on Variety
Seeking among Safe, Enjoyable Products», Journal of Consumer Research, 20 (September 1993),
257-271.