[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] ÀÎÁö¿å±¸¿¡ µû¸¥ À¯¸Ó±¤°í È¿°ú ºÐ¼®

Âü°í¹®Çå

±è¿Ï¼®(1994), "Çѱ¹Çü ÀÎÁö¿å±¸Ã´µµ °³¹ß¿¬±¸", Çѱ¹ ½É¸®ÇÐȸÁö: »ê¾÷ ¹× Á¶Á÷, Vol.7, pp.87-101

±è¿µ¼÷(1986), "ÀâÁö±¤°í¿¡ À־ À¯¸ÓÀÇ È¿°ú¿¡ °üÇÑ ¿¬±¸", ÀÌÈ­¿©´ëÇпø ¼®»çÇÐÀ§³í¹®, pp.10-12.

¸®´ë·æ À̸íõ ÆíÀú(1991), Çö´ë»çȸ¿Í ±¤°í, ¼­¿ï: ³ª³², pp.187-203.

¹Ú±Ô¼±(1985), "±¤°í¿¡ ¹ÌÄ¡´Â ¹®È­ÀÇ ¿µÇâ", Çѱ¹¾ð·ÐÇÐȸ ¼¼¹Ì³ª ¹ßÇ¥¿äÁö, pp.49-55.

¼ÛÃá½Ä(1995), "¿ì¸®³ª¶ó À¯¸Ó±¤°íÀÇ Ç¥ÇöƯ¼º¿¡ °üÇÑ ¿¬±¸", ¿¬´ë ¾ð·ÐÈ«º¸´ëÇпø ¼®»çÇÐÀ§³í¹®, pp.3-15.

ÀÌ»óºó ¿ª(1989), ¼ÒºñÀڽɸ®¿Í ±¤°íÈ¿°ú, ¼­¿ï: ³ª³², pp.113-117

ÀÌö(1992), "T.VÀ¯¸Ó±¤°í¿¡ ´ëÇÑ ºñ±³¹®È­Àû ¿¬±¸", ±¤°í¿¬±¸ ¿©¸§È£.

ÀÓÁ¾¿Ï ±èÀçÀÏ È«¼ºÅ ÀÌÀ¯Àç(1994), ¼ÒºñÀÚ Çൿ·Ð: ÀÌÇØ¿Í ¸¶ÄÉÆÃ¿¡¼­ÀÇ Àü·«Àû Ȱ¿ë, ¼­¿ï: °æ¹®»ç, pp.232-235.

Â÷¹è±Ù ¸®´ë·æ ¿ÀµÎ¹ü Á¶¼º°â(1992), ¼³µæÄ¿¹Â´ÏÄÉÀÌ¼Ç °³·Ð, ¼­¿ï: ³ª³², pp.224-226, pp.252-260.

Â÷¹è±Ù(1985), ŵµº¯¿ëÀÌ·Ð, ¼­¿ï: ³ª³², pp.30-35.

È«½Â¿±(1987), "À¯¸Ó¼Ò±¸°¡ ±¤°íÈ¿°ú¿¡ ¹ÌÄ¡´Â ¿µÇâ¿¡ °üÇÑ ¿¬±¸", ¼­¿ï´ëÇб³ °æ¿µ´ëÇпø ¼®»çÇÐÀ§ ³í¹®, pp.81-87.

Brooker, George(1981), "A Comparison of Persuasive Effect of Mild Humor and Mild Fear Appeals," Journal of Advertising, Vol. 10(No.4), pp.29-40.

Cacioppo, John T. and Richard E. Petty(1982), "The Need for Cognition," Journal of Personality and Social Psychology, 42(January), pp.116-131.

-------, -------, and Katherine J. Morris(1983), "Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion," Journal of Personality and Social Psychology, 45(October), PP.805-818.

Cohen, Arthur. R., Ezra Stotland, and Donald M. Wolfe(1955), "An Experimental Investigation of Need for Cognition," Journal of Abnormal and Social Psychology, 51, pp.291-294.

Engel, J. F. and R. D. Blackwell(1982), Consumer behavior, 4th, New York: Drydenpress.

John, McGuire W.(l 976), "Some internal psychological factors infleuncing consumer choice," Journal of Consumer Research, Vol.2, March, pp.303-314.

Lutz, Richard J.(1985), "Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework," in Psychological Processes and Advertising sects: Theory, Research, and Applications, L.F. Alwitt and A.A. Mitchell, eds. Hillsdale, NJ:Lawrence Erlbaum Associates, pp.45-56.

Lynch, Mervin P. and Richard C. Hartman(1968), "Dimensions of humor in Advertising," Journal of Advertising Research, No.6, pp.39-45.

Madden, Thomas H. and Mare G. Weinberger(1982), "The effect of humor on attention in Magazine Advertising," Journal of Advertising, 11, No.3, pp.8-14.

Mendelsohn, Herold(1966), Mass Entertainment, New Haven, Conn.: College &University Press.

Mitchell, Andrew A. and Jerry C. Olson(1981), "Ax Product Attribute Beliefs the Only Meditator of Advertising Effects on Brand Attitude?" Journal of Consumer Research, 18(August), pp.318-332.

Sternthal, Brian and Samuel Craig(1973), "Humor in Advertising," Journal of Marketing, Vol.37, pp.12-38.

Zhang, Yang(1996) "Responses to humorous advertising: The moderating effect of Need for Cognition," The Journal of Advertising, Vol. 25, No. I, spring, pp.15-32.

Watson, Dunn S. and Arnold M. Barban(1982), Advertising: It's Role in Modem Marketing, 5th ed. chicago: The Dryden press.

´ÙÀ½ ÆäÀÌÁö·Î