Саймон Скамелл-Кац - Искусство шопинга

Во время такого увлекательнейшего путешествия я наблюдал и изучал образ жизни людей в разных частях света при выполнении задачи, которую можно считать одной из самых рутинных. Это исследование торговли и обмена обнаруживает некоторые из наиболее фундаментальных характеристик человеческого рода. Когда меня спрашивают, чем я зарабатываю себе на жизнь, и я рассказываю о своей профессии, почти каждый говорит – ну, вам было бы неприятно наблюдать за мной в магазине, потому что я веду себя совсем не как обычный покупатель! Нет, мне не будет неприятно, потому что в нашем поведении так много общего, независимо от происхождения, куль туры и страны проживания. И это меня воодушевляет.

Библиография

• Ambler T. Persuasion, pride and prejudice: how ads work // International Journal of Advertising. 2000. Vol. 19. № 3. P. 299–315.

• Ambler T. [et al.] Salience and choice: Neural correlates of shopping decisions // Psychology and marketing. 2004. Vol. 21. № 4. P. 247–261.

• Ambler T., Burne T. The impact of affect on memory of advertising // Journal of Advertising Research. 1999. Vol. 39. № 2. P. 25–34.

• Ambler T., Ioannides A., Rose S. Brands on the brain: neuroimages of advertising // Business strategy review. 2000. Vol. 11. № 3. P. 17.

• Astolfi L. [et al.] Assessing the memorization of TV commercials with the use of high resolution EEG: a pilot study // Conference Proceedings: Annual international Conference of the IEEE Engineering in Medicine and Biology Society. IEEE Engineering in Medicine and Biology Society. 2008. Vol. 2008. P. 3755–3758.

• Astolfi L. [et al.] Neural basis for brain responses to TV commercials: a high-resolution EEG study // IEEE transactions on neural systems and rehabilitation engineering: a publication of the IEEE Engineering in Medicine and Biology Society. 2008. Vol. 16. № 6. P. 522–531.

• Astolfi L. [et al.] The track of brain activity during the observation of TV commercials with the high-resolution EEG technology // Computational intelligence and neuroscience. 2009. P. 652078–652078.

• Awh E., Armstrong K. M., Moore T. Visual and oculomotor selection: Links causes and implications for spatial attention // Trends in cognitive sciences. 2006. Vol. 10. № 3. P. 124–130.

• Blanchette I., Richards A. The influence of affect on higher level cognition: a review of research on interpretation, judgement, decision making and reasoning // Cognition & Emotion. Psychology Press. 2009. August 22. P. 1–74.

• Braun-Latour K., Latour M. Assessing the long-term impact of a consistent advertising campaign on consumer memory // Journal of Advertising. 2004. Vol. 33. № 2. P. 49.

• Brewe J. B. [et al.] Making memories: brain activity that predicts how well visual experience will be remembered. Science. N. Y. 1998. Vol. 281. № 5380. P. 1185–1187.

• Cacioppo J. T., Petty R. E. Effects of message repetition and position on cognitive response, recall and persuasion // Journal of Personality and Social Psychology. 1979. Vol. 27. P. 97–109.

• Chaiken S. Heuristic versus systematic information processing and the use of source versus message cues in persuasion // Journal of Personality and Social Psychology. 1980. Vol. 39. № 5. P. 752–766.

• Chandon P. [et al.] Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase // Journal of Marketing. 2009. Vol. 73. P. 1–17.

• Cramphorn S. How to use advertising to build brands // International Journal of Market Research. 2006. № 48. P. 255–276.

• De Balanzo Bono C., Serrano Abad N. Fundamentals for the construction of an advertising communication model from the neuroscience perspective // International Communication Conference Malaga University. Spain. 2010.

• Fallani F. D. V. [et al.] Structure of the cortical networks during successful memory encoding in TV commercials // Clinical Neurophysiology. 2008. Vol. 119. P. 2231–2237.

• Fisher C. E., Chin L., Klitzman R. Defining neuromarketing: practices and profesional challenges // Harvard Review of Psychiatry. 2010. Vol. 18. № 4. P. 230–237.

• Gill R. S. An eye-tracking study investigating the effects of in-store marketing on brand salience. University of Leicester. 2011. MBA Thesis.

• Gottleib J. From thought to action: The Parietal Cortex as a bridge between Perception, Action and Cognition // Neuron Review. 2007. Vol. 53. P. 9–16.

• Greenfield S. Tomorrow’s People: How 21st Century technology is changing the way we think and feel // Penguin. 2003.

• Heath R. Low involvement processing: a new model of brands and advertising // International Journal of Advertising. 2000. Vol. 19. № 3. P. 287–298.

• Heath R., Feldwick P. 50 years using the wrong model of advertising // International Journal of Market Research. 1999. Vol. 50. Issue 1. P. 29–59.

• Huang R. S., Dawes J. Price promotions: How much volume is discounted that would sell anyway at the normal price? // Report 43 for Corporate Members. Ehrenberg-Bass Institute for Marketing Science. 2007. December.

• Knutson B. [et al.] Neural predictors of purchases // Neuron. 2007. Vol. 53. № 1. P. 147–156.

• Kraulis R. J. The control of voluntary eye movements: New Perspectives // The Neuroscientist. 2005. Vol. 11. P. 124–137.

• Krugman H. E. The impact of television advertising: learning without involvement // Public Opinion Quarterly. 1965. Vol. 29. № 3. P. 349–356.

• Krugman H. E. Brain wave measures of media involvement // Journal of Advertising Research. 1971. Vol. 11. P. 3–9.

• Krugman H. E. Memory without recall, exposure without perception // Journal of Advertising Research. 1979. Vol. 17. P. 3–10.

• Lamme V. A. F., Roelfsema P. R. The distinct modes of vision offered by feedforward and recurrent processing. Trends in Neurosciences. 2000. Vol. 23. № 66. P. 530–558.

• Lang A. Involuntary attention ad psycho physiological arousal evoked by structural features and mild emotions in TV commercials // Communication Research. 1990. Vol. 17. № 3. P. 275–299.

• Miller M. B., Gazzaniga M. S. Creating false memories for visual scenes // Neuropsychologia. 1998. Vol. 36. № 6. P. 513–520.

• Moore T., Armstrong K. M., Fallah F. Visuomotor origins of covert spatial attention // Neuron. 2003. Vol. 40. P. 671–683.

• Morris J. D. [et al.] The power of affect: predicting intention // Journal of Advertising Research. 2002. Vol. 42. № 3. P. 7–17.

• Mcclure S. [et al.] Neural correlates of behavioural preference for culturally familiar drinks // Neuron. 2004. Vol. 44. P. 379–387.

• Norman H., Romaniuk J., Riebe E. 100 per cent brand loyals exposed // Report 35 for Corporate Members. Ehrenberg-Bass Institute for Marketing Science. 2005.

• Ohme R., Reykowska D., Wiener C. A. Application of frontal EEG asymmetry to advertising research: Sony Bravia case // Journal of economical psychology. Special edition: Decision in neuroscience.

• Rayner K. Eye Movements in Reading and Information Processing: 20 years of research // Psychological Bulletin. 1998. Vol. 124. № 3. P. 372–422.

• Roediger H. L., Mcdermott K. B. Creating False Memories: Remembering words not presented in lists // Journal of Experimental Psychology: Learning, memory and cognition. 1995. Vol. 21. № 4. P. 803–814.

• Romaniuk J., Sharp B. Where knowledge of your brand resides: The Pareto Share of brand knowledge // Report 44 for Corporate Members. Ehrenberg-Bass Institute for Marketing Science. 2008. May.

• Rothschild M. L., Hyun Y. J. Predicting memory for components of TV commercials from EEG // Journal of consumer research. 1990. Vol. 16. № 4. P. 472–478.

• Rothschild M. L. [et al.] EEG activity and the processing of television commercials // Communication Research. 1986. Vol. 13. № 2. P. 182–220.

• Sharp B. How brands compete // Report 39 for Corporate Members. Ehrenberg-Bass Institute for Marketing Science. 2006.

• Siefert C. [et al.] Biometric and eye-tracking insights into the efficiency of information processing of television advertising during fast-forward viewing // International Journal of Advertising. 2008. Vol. 27. № 3. P. 293–303.

• Silberstein R. B. The steady state visually evoked potential as a window into brain functional connectivity associated with cognition // International Journal of Psychophysiology. 2006. Vol. 61. № 3. P. 317–317.

• Silberstein R. B., Nield G. E. Brain activity correlates of consumer brand choice shift associated with television advertising // International Journal of Advertising. 2008. Vol. 27. № 3. P. 359–380.

• Squire L. R. Memory and the Hippocampus: A Synthesis from findings with rats, monkeys and humans // Psychological Review. 1992. Vol. 99. № 2. P. 195–231.

• SoltanI M., Knight R. T. Neural origins of the P300 // Critical Reviews in Neurobiology. 2000. Vol. 14. № 3–4. P. 199–204.

• Srull T. K. Affect and memory: the impact of affective reactions in advertising on the representation of product information in memory // Advances in Consumer Research. 1983. Vol. 10. № 1. P. 520–524.

• Vaktratsas D., Ambler T. How advertising works: what do we really know // Journal of Marketing. 2009. Vol. 63. P. 26–43.

• Vaugh R. How advertising works: a planning model revisited // Journal of Advertising Research. 1980. Vol. 20. P. 27–33.

• Weinstein S., Apple V., Weinstein C. Brain activity responses to magazine and television advertising // Journal of Advertising Research. 1980. Vol. 20. P. 57–63.

Примечания

1

Английская фирма Laura Ashley – мировой лидер по изготовлению классической модной одежды и созданию необычных интерьеров. Этот бренд предпочитают в аристократических кругах. – Примеч. редактора.