Взлом маркетинга. Наука о том, почему мы покупаем

Эта книга никогда бы не вышла в свет, если бы не ученые, которые расшифровывали, как работает человеческий мозг в момент принятия решений. Спасибо за вашу работу. И за ответы на бесчисленные вопросы маркетологов. Я потерял счет озарениям, которые пережил с момента нашей встречи.

Особенно хочу поблагодарить своих коллег – докторов Кристиана Шайера, Дирка Хелда и Стива Бейли за их бесценную помощь. Благодаря вашим советам книга стала намного лучше.

Спасибо Аннете Грэф за иллюстрации, Михаэле Фэй из издательства John Wiley Sons за доброту к автору-новичку, Лэйни за ее любовь и поддержку, Марку Эрлсу, Венди Гордон, Шону Гогарти, Филу Чапмену, Крису Барроу, Полу Фишлоку, Филиппу Грейвсу, Маргарет Джонсон и профессорам Барвац, Камерер и Цуравики за цитаты и, конечно, щедрому Рори Сазерленду за его интеллект и неисчерпаемый энтузиазм в познании покупательского поведения. Для меня честь, что он написал предисловие к этой книге.

Библиография

Ackermann, J.M., Nocera, C.C. and Bargh, J.A. (2010). Incidental haptic sensations influence social judgments and decisions. Science, 328, 1712–1715.

Allcott, H. (2011). Social norms and energy conservation. Journal of Public Economics. 95 (9–10), 1082–1095.

Arana, F.S., Parkinson, A., Hinton, E., Holland, A.J., Owen A.M. and Roberts, A.C. (2003). Dissociable contributions of the human amygdala and orbitofrontal cortex to incentive motivation and goal selection. Journal of Neuroscience, 23 (29), S. 9632–9638.

Ariely, D. (2010). Predictably Irrational: The hidden forces that shape our decisions. HarperCollins.

Bar, M. (2004). Visual objects in context. Nature Reviews: Neuroscience, 5, 617–629.

Barrett, L.F. and Bar, M. (2009). See it with feeling: affective predictions during object perception. Philosophical Transactions of the Royal Society B. 364, 1325–1334.

Berns, G.S. and Moore, S.E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22 (1), 154–160.

Berridge, K.C. and Robinson, T.E. (2003). Parsing reward. Trends in Neurosciences, 26 (9), 507–513.

Christensen, C.M., Cook, S. and Hall, T. (2009). Marketing malpractice: the cause and the cure. Harvard Business Review, 83 (12), 74–83.

Cialdini, R.B. (2006). Influence: The Psychology of Persuasion. HarperBusiness.

Coulter, Keith S., and Patricia Norberg, (2009) The effects of physical distance between regular and sale prices on numeric difference perceptions. Journal of Consumer Psychology. Conditionally accepted for publication (with minor revisions) September 1, 2008.

Cunningham W.A. et al. (2011). Orbitofrontal cortex provides cross-modal valuation of self-generated stimuli. Social Cognitive and Affective Neuroscience, 6 (4) 460–467.

Custers, R. and Aarts, H. (2010). The unconscious will: how the pursuit of goals operates outside of conscious awareness. Science, 329, 47–50.

de Araujo, I.E., Rolls, E.T., Velazco, M.I., Margot, C. and Cayeux, I. (2005). Cognitive modulation of olfactory processing. Neuron, 46 (4), 671–679.

De Martino, B. et al. (2009). The neurobiology of reference-dependent value computation. Journal of Neuroscience, 29 (12), 3833–3842.

Degonda, N., Mondadori, C.R.A., Bosshardt, S., Schmidt, C.F., Boesiger, P., Nitsch, R., Hock, C. and Henke Westerholt, K. (2005). Implicit associative learning engages the hippocampus and interactions with explicit associative learning. Neuron, 46, S. 505–520.

Deppe, M., Schwindt, W., Kr"amer, J., Kugel, H., Plassmann, H., Kenning, P. and Ringelstein, E.B. (2005). Evidence for a neural correlate of a framing effect: bias-specific activity in the ventromedial prefrontal cortex during credibility judgments. Brain Research Bulletin, 67, S. 413–421.

Dijksterhuis, A. and Arts, H. (2010). Goals, attention, and (un)consciousness. Annual Review of Psychology, 61, 467–490.

Dijksterhuis, A., Maarten, W.B., Nordgren, L.F. and van Baaren, R.B. (2006). On making the right choice: the deliberation-without-attention-effect. Science, 311, S. 1005.

Duhigg, C. (2012). The Power of Habit: Why We Do What We Do in Life and Business. New York: Random House.

Earls, M. (2007). Herd? – How to Change Mass Behaviour by Harnessing Our True Nature. West Sussex: John Wiley Sons Ltd.

Elder, R.S. and Krishna, A. (2011). The ‘visual depiction effect’ in advertising: facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38, 1–17.

Fitzsimons, G., Hutchinson, J.W. and Williams, P. (2002). Non-conscious influences on consumer choice. Marketing Letters, 13, S. 269–279.

Franzen, G. and Bouwman, M. (2001). The Mental World of Brands. Trowbridge: Cromwell Press.

Gallese, V. and Lakoff, G. (2005). The brain’s concepts: The role of the sensorymotor system in conceptual knowledge. Cognitive Neuropsychology, 22 (3/4) 455–479.

GfK (Gesellschaft f"ur Konsumforschung) (2007). Typology of watch purchases. Report by GfK (in German).

Gigerenzer, G. (2008). Gut Feelings: The Intelligence of the Unconscious. London and New York: Penguin Books.