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1 : The $100 Million Object Lesson. Fortune, January 1971; The End of Corfam. Wall Street Journal, March 17, 1971, p. 1.

2 .: Statistical Abstract of the United States, 1980.

3 .: Kevin A. Wall. New Market: Among Blacks, the Haves Are Now Overtaking the Have-Nots. Advertising Age, February 11, 1974, p. 3536; Mary Jane Schlinger and Joseph T. Plummer. Advertising in Black and White. Journal of Marketing Research, May 1972, p. 149153; Raymond A. Bauer and Scott M. Cunningham. The Negro Market. Journal of Advertising Research, April 1970, p. 312.

4 Melvin Helitzer and Carl Heyel. The Youth Market. N.Y., Media Books, 1970, p. 58; George W. Schiele. How to Reach the Young Consumer. Harvard Business Review, March-April 1974, p. 7786.

5 .: The Graying of America. Newsweek, February 28, 1977, p. 5065.

6 .: Rena Bartos. What Every Marketer Should Know about Women. Harvard Business Review, May-June 1978, p. 7385.

7 .: A. H. Kizilbash and E. T. Garman. Grocery Retailing in Spanish Neighborhoods. Journal of Retailing, Winter 197576, p. 1522 ff.

8 .: Leon G. Schiffman and Leslie Lazar Kanuk. Consumer Behavior. Englewood Cliffs, N.J., Prentice-Hall, 1978, p. 343356.

9 .: Harry L. Davis. Decision Making within the Household. Journal of Consumer Research, March 1976, p. 241260; Harry L. Davis and Benny P. Rigaux. Perception of Marital Roles in Decision Processes. Journal of Consumer Research, June 1974, p. 5160; Harry L. Davis. Dimensions of Marital Roles in Consumer Decision-Making. Journal of Marketing Research, May 1970, p. 168177.

10 .: Flaunting Wealth: It's Back in Style. U.S. News & World Report, September 21, 1981, p. 6164.

11 CM.:Gail Sheehy. Passages: Predictable Crises in Adult Life. N. Y., Dutton, 1974; Roger Gould. Transformations. N.Y., Simon & Schuster, 1978.

12 .: Raymond L. Horton. Some Relationships Between Personality and Consumer Decision-Making. Journal of Marketing Research, May, 1979, p. 244245.

13 : Edward L. Grubb and Harrison L. Grathwohl. Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach. Journal of Marketing, October 1967, p. 2227; Ira J. Dolich. Congruence Relationships Between Self-images and Product Brands. Journal of Marketing Research, February 1969, p. 4047; E. Laird Landon, Jr. The Differential Role of Self-Concept and Ideal Self-Concept in Consumer Purchase Behavior. Journal of Consumer Research, September 1974, p. 4451.



14 .: Abraham H. Maslow. Motivation and Personality. N.Y., Harper & Row, 1954, p. 80106.

15 Bernard Berelson and Gary A. Steiner. Human Behavior: An Inventory of Scientific Findings. N. Y., Harcourt Brace Jovanovich, 1964, p. 88.

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17 .: David Krech, Richard S. Crutchfield and Egerton L. Ballachey. Individual in Society. N.Y., McGraw-Hill, 1962, ch. 2.

18 . : John A. Howard and Jagdish N. Sheth. The Theory of Buyer Behavior. New York, John Wiley, 1969; Francesco M. Nicosia. Consumer Decision Processes. Englewood Cliffs, N.J.; Prentice-Hall, 1966; James F. Engel, Roger D. Blackwell and David T. Kollat. Consumer Behavior, 3d ed. N.Y., Holt, Rinehart & Winston, 1978.



19 .: Chte L. Narayana and Ron J. Markin. Consumer Behavior and Product Performance: An Alemrnative Conceptualization. Journal of Marketing, October 1975, p. 16. , J. A. Howard and J. N. Sheth The Theory of Buyer Behavior. , .

20.: James H. Myers and Mark L. AIpert. Semantic Confusion in Attitude Research: Salience vs. Importance vs. Determinance. Advances in Consumer Research. Proceedings of the Seventh Annual Conference of the Association of Consumer Research, October, 1976, p. 106110.

21 .: Paul E. Green and Yoram Wind. Multiattribute Decisions in Marketing: A Measurement Approach. Hinsdale, ., Dryden Press, 1973, ch. 2.

22 .: Jagdish N. Sheth. An Investigation of Relationships among Evaluative Beliefs, Affect, Behavioral Intention and Behavior. Consumer Behavior: Theory and Application, ed. John U. Farley, John A. Howard and L. Winston Ring. Boston, Allyn & Bacon", 1974, p. 89114.

23 .: Martin Fishbein. Attitudes and Prediction of Behavior. Readings in Attitude Theory and Measurement, ed. Martin Fishbein. N. Y., John Wiley, 1967, p. 477492.



24 .: John E. Swan and Linda Jones Combs. Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing Research, April 1976, p. 2533.

25 .: Everett M. Rogers. Diffusion of Innovation". N. Y., Free Press, 1962.

26 .: James Coleman, Elihu Katz and Herbert Menzel. The Diffusion of an Innovation Among Physicians. Sociometry, December 1957, p. 253270.

27 .: J. Bohlen and G. Beal. How Farm People Accept New Ideas. Special Report No.15. Ames: Iowa State College Agricultural Extension Service, November 1955.

28 .: Elihu Katz and Paul F. Lazarsfeld. Personal Influence. N. Y., Free Press, 1955, p. 234.


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