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  1990-       ,        .   ,             ,        [19 -   ,       ,        ,       ,    : F.Gregory Ashby & John M.Ennis, The Role of the Basal Ganglia in Category Learning, Psychology of Learning and Motivation 46 (2006): 136; 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): 20815; C.Da Cunha & M. G.Packard, Preface: SpecialIssue on the Role of the Basal Ganglia in Learning and Memory, Behavioural Brain Research 199 (2009): 12; C.Da Cunha et al., Learning Processing in the Basal Ganglia: A Mosaic of Broken Mirrors, Behavioural Brain Research 199 (2009): 15770; M.Desmurget & R. S.Turner, Motor Sequences and the Basal Ganglia: Kinematics, Not Habits, Journal of Neuroscience 30 (2010): 768590; J. J.Ebbers & N. M.Wijnberg, Organizational Memory: From Expectations Memory to Procedural Memory, British Journal of Management 20 (2009): 47890; J. A.Grahn, J. A.Parkinson & A. M.Owen, The Role of the Basal Ganglia in Learning and Memory: Neuropsychological Studies, Behavioural Brain Research 199 (2009): 5360; Ann M.Graybiel, The Basal Ganglia: Learning New Tricks and LovingIt, Current Opinion in Neurobiology 15 (2005): 63844; Ann M.Graybiel, The Basal Ganglia and Chunking of Action Repertoires, Neurobiology of Learning and Memory 70, 12 (1998): 11936; F.Gregory Ashby & V.Valentin, Multiple Systems of Perceptual Category Learning: Theory and Cognitive Tests, Handbook of Categorization in Cognitive Science, ed. Henri Cohen & Claire Lefebvre (Oxford: Elsevier Science, 2005); S. N.Haber & M.Johnson Gdowski, The Basal Ganglia, The Human Nervous System, 2nd ed., ed. George Paxinos & J?rgen K.Mai (San Diego: Academic Press, 2004), 676738; T. D.Barnes et al., Activity of Striatal Neurons Reflects Dynamic Encoding and Recoding of Procedural Memories, Nature 437 (2005): 115861; M.Laubach, Whos on First? Whats on Second? The Time Course of Learning in Corticostriatal Systems, Trends in Neurosciences 28 (2005): 50911; E. K.Miller & T. J.Buschman, Bootstrapping Your Brain: HowInteractions Between the Frontal Cortex and Basal Ganglia May Produce Organized Actions and Lofty Thoughts, Neurobiology of Learning and Memory, 2nd ed., ed. Raymond P.Kesner & Joe L.Martinez (Burlington, Vt.: Academic Press, 2007), 33954; M. G.Packard, Role of Basal Ganglia in Habit Learning and Memory: Rats, Monkeys and Humans, Handbook of Behavioral Neuroscience, ed. Heinz Steiner & Kuei Y.Tseng, 56169; D. P.Salmon & N.Butters, Neurobiology of Skill and Habit Learning, Current Opinion in Neurobiology 5 (1995): 18490; D.Shohamy et al., Role of the Basal Ganglia in Category Learning: How Do Patients with Parkinsons Disease Learn? Behavioral Neuroscience 118 (2004): 67686; M. T.Ullman, Is Brocas Area Part of a Basal Ganglia Thalamocortical Circuit? Cortex 42 (2006): 48085; N. M.White, Mnemonic Functions of the Basal Ganglia, Current Opinion in Neurobiology 7 (1997): 16469.].     ,   ,      ,          .      ,    ,    .      - ,        .








     ,    [20 - Ann M.Graybiel, Overview at Habits, Rituals, and the Evaluative Brain, Annual Review of Neuroscience 31 (2008): 35987; T. D.Barnes et al., Activity of Striatal Neurons Reflects Dynamic Encoding and Recoding of Procedural Memories, Nature 437 (2005): 115861; Ann M.Graybiel, Network-Level Neuroplasticity in Cortico-Basal Ganglia Pathways, Parkinsonism and Related Disorders 10 (2004): 29396; N.Fujii & Ann M.Graybiel, Time-Varying Covariance of Neural Activities Recorded in Striatum and Frontal Cortex as Monkeys Perform Sequential-Saccade Tasks, Proceedings of the National Academy of Sciences 102 (2005): 903237.].    ,    ,   ,     ,     .   ,    ,    ,   .     һ,    ,     ,    ,      .       .        .   ,       -.

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,                          ,      .     .         (     ),      (  ,    ).  ,                    .   ,   ,     ,      ,      .       ,        [27 -   .: MonicaR. F.Hilario et al., Endocannabinoid SignalingIs Critical for Habit Formation, Frontiers in Integrative Neuroscience 1 (2007): 6; Monica R. F.Hilario & Rui M.Costa, High on Habits, Frontiers in Neuroscience 2 (2008): 20817; A.Dickinson, Appetitive-AversiveInteractions: Superconditioning of Fear by an Appetitive CS, Quarterly Journal of Experimental Psychology 29 (1977): 7183; J.Lamarre & P. C.Holland, Transfer of Inhibition After Serial Feature Negative Discrimination Training, Learning and Motivation 18 (1987): 31942; P. C.Holland, Differential Effects of Reinforcement of an Inhibitory Feature After Serial and Simultaneous Feature Negative Discrimination Training, Journal of Experimental Psychology: Animal Behavior Processes 10 (1984): 46175.].

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  ,     ,     .  ,          .     :     ,              ,       .  -           .          ,     ,       ,        [28 - 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 BehavioralIntentions, The Quality Management Journal 15 (2008): 35; H.Qin & V. R.Prybutok, Service Quality, Customer Satisfaction, and BehavioralIntentions in Fast-Food Restaurants, International Journal of Quality and Service Sciences 1 (2009): 78.           : C.Berridge, Brain Reward Systems for FoodIncentives and Hedonics in Normal Appetite and Eating Disorders, Appetite and Body Weight, ed. Tim C.Kirkham & Steven J.Cooper (Burlington, Vt.: Academic Press, 2007), 91215; K. C.Berridge et al., The Tempted Brain Eats: Pleasure and Desire Circuits in Obesity and Eating Disorders, Brain Research 1350 (2010): 4364; J. M.Dave et al., Relationship of Attitudes Toward Fast Food and Frequency of Fast-FoodIntake in Adults, Obesity 17 (2009): 116470; S. A.French et al., Fast Food Restaurant Use Among Adolescents: Associations with NutrientIntake, Food Choices and Behavioral and PsychosocialVariables, 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): 2739; T. J.Richards, Fast Food, Addiction, and Market Power, Journal of Agricultural and Resource Economics 32 (2007): 42547; M. M.Torregrossa, J. J.Quinn, & J. R.Taylor, Impulsivity, Compulsivity, and Habit: The Role of Orbitofrontal Cortex Revisited, Biological Psychiatry 63 (2008): 25355; L. R.Vartanian, C. P.Herman, & B.Wansink, Are We Aware of the External Factors ThatInfluence Our FoodIntake? Health Psychology 27 (2008): 53338; 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), 43758; 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): 20815.].  ,    .

 ,   McDonalds            ,   .         .        ,       , ,       ,        .     ,     .   [29 - K. C.Berridge & T. E.Robinson, Parsing Reward, Trends in Neurosciences 26 (2003): 50713; Kelly D.Brownell & Katherine Battle Horgen, Food Fight: TheInside Story of the FoodIndustry, Americas Obesity Crisis, and What We Can Do AboutIt (Chicago: Contemporary Books, 2004); Karl Weber, ed., Food, Inc.: HowIndustrial FoodIs Making Us Sicker, Fatter, and Poorer and What You Can Do AboutIt (New York: Public Affairs, 2004); Ronald D.Michman & Edward M.Mazze, The FoodIndustry Wars: Marketing Triumphs and Blunders (Westport, Conn.: Quorum Books, 1998); M.Nestle, Food Politics: How the FoodIndustry 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): 2739; 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), 43758.].

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notes








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2


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3


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4


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5


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6


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7


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8


    ,  ..     ;    .




9


  ,    , ,  ..  ;   ,     .




10


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11


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12


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13


      .




14


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15


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16


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18


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20


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21


,    , .             .




22


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23


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24


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25


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26


 ,         .          ,     .            - : http://psychiatry.ucsd.edu/faculty/lsquire.html (http://psychiatry.ucsd.edu/faculty/lsquire.html).




27


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29


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30


  , Pepsodent          (        .),   (DDS)    (  Journal of the History of Dentistry).       : 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: TheInnovation Challenge, Social Science Research Network, 10/2008; Robert Aunger, Tooth Brushing as Routine Behavior, International Dental Journal 57 (2007): 36476; Jean-Paul Claessen et al., DesigningInterventions to Improve Tooth Brushing, International Dental Journal 58 (2008): 30720; Peter Miskell, Cavity Protection or Cosmetic Perfection: Innovation and Marketing of Toothpaste Brands in the United States and Western Europe, 19551985, Business History Review 78 (2004): 2960; James L.Gutmann, The Evolution of Americas Scientific Advancements in Dentistry in the Past 150 Years, The Journal of the American Dental Association 140 (2009): 815; 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): 2534; 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): 714; VincentVinikas, Soft Soap, Hard Sell: American Hygiene in the Age of Advertisement (Ames: University of Iowa Press, 1992).


