493

Curtis P. Haugtvedt and Duane T. Wegener, «Message Order Effects in Persuasion: An Attitude Strength Perspective», Journal of Consumer Research (June 1994): 205—218; H. Rao Unnava, Robert E. Burnkrant, and Sunil Erevelles, «Effects of Presentation Order and Communication Modality on Recall and Attitude», Journal of Consumer Research (December 1994): 481—490.

494

Brian Sternthal and C. Samuel Craig, Consumer Behavior: An Information Processing Perspective (Upper Saddle River, NJ: Prentice Hall, 1982), pp. 282—284.

495

Kevin Goldman, «Advertising: Knock, Knock. Who’s There? The Same Old Funny Ad Again», Wall Street Journal, November 2, 1993, p. B10; Marc G. Weinberger, Harlan Spotts, Leland Campbell, and Amy L. Parsons, «The Use and Effect of Humor in Different Advertising Media», Journal of Advertising Research (May–June 1995): 44—55.

496

Herbert C. Kelman and Carl I. Hovland, «Reinstatement of the Communication in Delayed Measurement of Opinion Change», Journal of Abnormal and Social Psychology 48 (1953): 327—335.

497

David J. Moore, John C. Mowen, and Richard Reardon, «Multiple Sources in Advertising Appeals: When Product Endorsers Are Paid by the Advertising Sponsor», Journal of the Academy of Marketing Science (Summer 1994): 234—243.

498

Richard C. Morais, «Mobile Mayhem», Forbes , July 6, 1998, p. 138; «Working in Harmony», Soap Perfumery & Cosmetics, July 1, 1998, p. 27; Rodger Harrabin, «A Commercial Break for Parents», Independent , September 8, 1998, p. 19; Naveen Donthu, «A Cross-Country Investigation of Recall of and Attitude Toward Comparative Advertising», Journal of Advertising 27 (June 1998): 111; «EU to Try Again on Tobacco Advertising Ban», Associated Press , May 9, 2001.

499

«Rebirth of a Salesman», The Economist, April 14, 2001.

500

Rob Eder, «Chain Drug Can Learn a Thing or Two from Kiehl’s», Drug Store News, August 6, 2001, p. 12; Stephanie Thompson, «Minimal Hype Nets Max Buzz at Kiehl’s», Advertising Age, April 5, 2004, pp. 4, 33.

501

«Renee Dye, The Buzz on Buzz», Harvard Business Review (November–Desember 2000), 139—146.

502

John Batelle, «The Net of Influence», Business 2.0, March 2004, p. 70.

503

Kenneth Hein, «Run Red Run», Brandweek, February 25, 2002, pp. 14—15.

504

Malcolm Macalister Hall, «Selling by Stealth», Business Life, November 2001, pp. 51—55.

505

Ann Meyer, «Word-of-Mouth Marketing Speaks Well for Small Business», Chicago Tribune , July 28, 2003.

506

Emanuel Rosen, The Anatomy of Buzz (New York: Currency, 2000), ch. 12; «Viral Marketing, Sales & Marketing Automation» (November 1999): 12—14; George Silverman, The Secrets of Word-of-Mouth Marketing (New York: AMACOM, 2001).

507

Jack Neff, «Spam Research Reveals Disgust with Pop-Up Ads», Advertising Age, August 25, 2003, pp. 1, 21.