Чарлз Дахигг - Власть привычки. Почему мы живем и работаем именно так, а не иначе

Jennifer L. Harris, Marlene B. Schwartz, & Kelly D. Brownell, “Evaluating Fast Food Nutrition and Marketing to Youth”, Yale Rudd Center for Food Policy and Obesity, 2010; H. Qin & V. R. Prybutok, “Determinants of Customer-Perceived Service Quality in Fast-Food Restaurants and Their Relationship to Customer Satisfaction and Behavioral Intentions”, The Quality Management Journal 15 (2008): 35; H. Qin & V. R. Prybutok, “Service Quality, Customer Satisfaction, and Behavioral Intentions in Fast-Food Restaurants”, International Journal of Quality and Service Sciences 1 (2009): 78. Более подробную информацию по данной теме можно найти в следующих источниках: C. Berridge, “Brain Reward Systems for Food Incentives and Hedonics in Normal Appetite and Eating Disorders”, Appetite and Body Weight , ed. Tim C. Kirkham & Steven J. Cooper (Burlington, Vt.: Academic Press, 2007), 91–215; K. C. Berridge et al., “The Tempted Brain Eats: Pleasure and Desire Circuits in Obesity and Eating Disorders”, Brain Research 1350 (2010): 43–64; J. M. Dave et al., “Relationship of Attitudes Toward Fast Food and Frequency of Fast-Food Intake in Adults”, Obesity 17 (2009): 1164–70; S. A. French et al., “Fast Food Restaurant Use Among Adolescents: Associations with Nutrient Intake, Food Choices and Behavioral and Psychosocial Variables”, International Journal of Obesity and Related Metabolic Disorders 25 (2001): 1823; N. Ressler, “Rewards and Punishments, Goal-Directed Behavior and Consciousness”, Neuroscience and Biobehavioral Reviews 28 (2004): 27–39; T. J. Richards, “Fast Food, Addiction, and Market Power”, Journal of Agricultural and Resource Economics 32 (2007): 425–47; M. M. Torregrossa, J. J. Quinn, & J. R. Taylor, “Impulsivity, Compulsivity, and Habit: The Role of Orbitofrontal Cortex Revisited”, Biological Psychiatry 63 (2008): 253–55; L. R. Vartanian, C. P. Herman, & B. Wansink, “Are We Aware of the External Factors That Influence Our Food Intake?” Health Psychology 27 (2008): 533–38; T. Yamamoto & T. Shimura, “Roles of Taste in Feeding and Reward”, The Senses: A Comprehensive Reference , ed. Allan I. Basbaum et al. (New York: Academic Press, 2008), 437–58; F. G. Ashby, B. O. Turner, & J. C. Horvitz, “Cortical and Basal Ganglia Contributions to Habit Learning and Automaticity”, Trends in Cognitive Sciences 14 (2010): 208–15.

K. C. Berridge & T. E. Robinson, “Parsing Reward”, Trends in Neurosciences 26 (2003): 507–13; Kelly D. Brownell & Katherine Battle Horgen, Food Fight: The Inside Story of the Food Industry, America’s Obesity Crisis, and What We Can Do About It (Chicago: Contemporary Books, 2004); Karl Weber, ed., Food, Inc.: How Industrial Food Is Making Us Sicker, Fatter, and Poorer and What You Can Do About It (New York: Public Affairs, 2004); Ronald D. Michman & Edward M. Mazze, The Food Industry Wars: Marketing Triumphs and Blunders (Westport, Conn.: Quorum Books, 1998); M. Nestle, Food Politics: How the Food Industry Influences Nutrition and Health (Berkeley: University of California Press, 2002); D. R. Reed & A. Knaapila, “Genetics of Taste and Smell: Poisons and Pleasures”, Progress in Molecular Biology and Translational Science , ed. Claude Bouchard (New York: Academic Press); N. Ressler, “Rewards and Punishments, Goal-Directed Behavior and Consciousness”, Neuroscience and Biobehavioral Reviews 28 (2004): 27–39; T. Yamamoto & T. Shimura, “Roles of Taste in Feeding and Reward”, The Senses: A Comprehensive Reference, ed. Allan I. Basbaum et al. (New York: Academic Press, 2008), 437–58.

Историей о Хопкинсе, «Pepsodent» и уходе за зубами в США я обязан Скотту Свэнку (куратору Национального музея лечения зубов имени доктора Сэмюэля Д. Харриса), Джеймсу Гатманну (DDS) и Дэвиду Чемину (редактору журнала « Journal of the History of Dentistry») . Многие сведения почерпнуты мной из следующих источников: James Twitchell, Twenty Ads That Shook the World (New York: Three Rivers Press, 2000); the Dr. Samuel D. Harris National Mu seum of Dentistry; the Journal of the History of Dentistry; Mark E. Parry, “Crest Toothpaste: The Innovation Challenge”, Social Science Research Network, 10/2008; Robert Aunger, “Tooth Brushing as Routine Behavior”, International Dental Journal 57 (2007): 364–76; Jean-Paul Claessen et al., “Designing Interventions to Improve Tooth Brushing”, International Dental Journal 58 (2008): 307–20; Peter Miskell, “Cavity Protection or Cosmetic Perfection: Innovation and Marketing of Toothpaste Brands in the United States and Western Europe, 1955–1985”, Business History Review 78 (2004): 29–60; James L. Gutmann, “The Evolution of America’s Scientific Advancements in Dentistry in the Past 150 Years”, The Journal of the American Dental Association 140 (2009): 8–15; Domenick T. Zero et al., “The Biology, Prevention, Diagnosis and Treatment of Dental Caries: Scientific Advances in the United States”, The Journal of the American Dental Association 140 (2009): 25–34; Alyssa Picard, Making of the American Mouth: Dentists and Public Health in the Twentieth Century (New Brunswick, N.J.: Rutgers University Press, 2009); S. Fischman, “The History of Oral Hygiene Products: How Far Have We Come in 6,000 Years?” Periodontology 2000 15 (1997): 7–14; Vincent Vinikas, Soft Soap, Hard Sell: American Hygiene in the Age of Advertisement (Ames: University of Iowa Press, 1992).

H. A. Levenstein, Revolution at the Table: The Transformation of the American Diet (New York: Oxford University Press, 1988); Scott Swank, Paradox of Plenty: The Social History of Eating in Modern America (Berkeley: University of California Press, 2003).

Alyssa Picard, Making of the American Mouth: Dentists and Public Health in the Twentieth Century (New Brunswick, N.J.: Rutgers University Press, 2009).

Более подробную информацию о рекламе зубной пасты знаменитостями см.: Steve Craig, “The More They Listen, the More They Buy: Radio and the Modernizing of Rural America, 1930–1939”, Agricultural History 80 (2006): 1–16.

Kerry Seagrave, America Brushes Up: The Use and Marketing of Toothpaste and Toothbrushes in the Twentieth Century (Jefferson, N.C.: McFarland, 2010); Alys Eve Weinbaum, et al., The Modern Girl Around the World: Consumption, Modernity, and Globalization (Durham, N.C.: Duke University Press, 2008), 28–30.

Scripps-Howard, Market Records, from a Home Inventory Study of Buying Habits and Brand Preferences of Consumers in Sixteen Cities (New York: Scripps-Howard Newspapers, 1938).

C. McGaughey & E. C. Stowell, “The Adsorption of Human Salivary Proteins and Porcine Submaxillary Mucin by Hydroxyapatite”, Archives of Oral Biology 12, № 7 (1967): 815–28; Won-Kyu Park et al., “Influences of Animal Mucins on Lysozyme Activity in Solution and on Hydroxyapatite Surface”, Archives of Oral Biology 51, № 10 (2006): 861–69.

William J. Gies, “Experimental Studies of the Validity of Advertised Claims for Products of Public Importance in Relation to Oral Hygiene or Dental Therapeutics”, Journal of Dental Research 2 (09/1920): 511–29.

Не могу не выразить благодарность университету Дьюка за оцифрованную коллекцию рекламных роликов.

Kerry Seagrave, America Brushes Up: The Use and Marketing of Toothpaste and Toothbrushes in the Twentieth Century (Jefferson, N.C.: McFarland, 2010); Jeffrey L. Cruikshank & Arthur W. Schultz, The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century (Cambridge, Mass.: Harvard Business Press, 2010), 268–81.

В конце концов «Pepsodent» обошла паста «Crest», содержащая фторид – компонент, который на самом деле позволял эффективно бороться с кариесом.

Peter Miskell, “Cavity Protection or Cosmetic Perfection: Innovation and Marketing of Toothpaste Brands in the United States and Western Europe, 1955–1985”, Business History Review 78 (2004): 29–60.

H. Aarts, T. Paulussen, & H. Schaalma, “Physical Exercise Habit: On the Conceptualization and Formation of Habitual Health Behaviours”, Health Education Research 3 (1997): 363–74.

Krystina A. Finlay, David Trafimow, & Aimee Villarreal, “Predicting Exercise and Health Behavioral Intentions: Attitudes, Subjective Norms, and Other Behavioral Determinants”, Journal of Applied Social Psychology 32 (2002): 342–56.

Tara Parker-Pope, “P&G Targets Textiles Tide Can’t Clean”, The Wall Street Journal, April 29, 1998.

Peter Sander & John Slatter, The 100 Best Stocks You Can Buy (Avon, Mass.: Adams Business, 2009), 294.

Сведения о «Febreze» почерпнуты из различных интервью и статей, в том числе: “Procter & Gamble – Jager’s Gamble”, The Economist, 28/10/1999; Christine Bittar, “P&G’s Monumental Repackaging Project”, Brandweek, 03/2000, 40–52; Jack Neff, “Does P&G Still Matter?” Advertising Age 71 (2000): 48–56; Roderick E. White & Ken Mark, “Procter & Gamble Canada: The Febreze Decision”, Ivey School of Business, London, Ontario, 2001. На просьбу прокомментировать материал, изложенный в настоящей главе, компания «Procter & Gamble» ответила следующее: «“P&G” обязана обеспечивать конфиденциальность данных, предоставленных клиентами. К сожалению, мы не можем ни опровергнуть, ни подтвердить информацию, полученную вами из внешних источников».

Christine Bittar, “Freshbreeze at P&G”, Brandweek , 10/1999.

Ассоциация американских ветеринаров, статистика рыночного исследования 2001 г.

A. J. Lafley & Ram Charan, The Game Changer: How You Can Drive Revenue and Profit Growth with Innovation (New York: Crown Business, 2008).

Более подробно об исследованиях Вольфрама Шульца см.: “Behavioral Theories and the Neurophysiology of Reward”, Annual Review of Psychology 57 (2006): 87–115; Wolfram Schultz, Peter Dayan, & P. Read Montague, “A Neural Substrate of Prediction and Reward”, Science 275 (1997): 1593–99; Wolfram Schultz, “Predictive Reward Signal of Dopamine Neurons”, Journal of Neurophysiology 80 (1998): 1–27; L. Tremblya & Wolfram Schultz, “Relative Reward Preference in Primate Orbitofrontal Cortex”, Nature 398 (1999): 704–8; Wolfram Schultz, “Getting Formal with Dopamine and Reward”, Neuron 36 (2002): 241–63; W. Schultz, P. Apicella, & T. Ljungberg, “Responses of Monkey Dopamine Neurons to Reward and Conditioned Stimuli During Successive Steps of Learning a Delayed Response Task”, Journal of Neuroscience 13 (1993): 900–913.