각주
1) 차배근, 리대룡, 오두범, 조성겸 공저(1992), "설득커뮤니케이션 개론" 서울: 나남, pp.224-226, pp.252-260.
2) 리대룡, 이명천 편저(1991), 현대사회와 광고, 서울: 나남, pp.187-203.
3) S. Watson Dunn and Arnold M.Barban(1982), Advertising:Its Role in Modern Marketing, 5th ed. chicago: The Dryden Press, pp.7-11.
4) George Brooker(1981), "A Comparison of Persuasive Effect of Mild Humor and Mild Fear Appeals," Journal of Advertising, Vol.10(No.4), pp.29-40.
5) 임종완, 김재일, 홍성태, 이유재(1994), 소비자 행동론, 서울: 경문사, pp.232-235.
6) Mervin P. Lynch and Richard C. Hartman(1968), "Dimensions of humor in advertising," Journal of Advertising Research, 8, No.6, pp.39-45.
김영숙(1986), "잡지광고에 있어서 유머의 효과에 관한 연구," 이화여대 대학원 석사학위논문, pp.10-l2 재인용.
7) Sternthal Brian and Samuel Craig(1973), "Humor in advertising," Journal of Marketing, Vol.37, PP.12-38.
8) 박규선(1985), "광고에 미치는 문화의 영향," 한국언론학회 세미나 발표요지, pp.49-55.
9) 홍승엽(1987), "유머소구가 광고효과에 미치는 영향에 관한 연구," 서울대학교 경영대학원 석사학위논문, pp.2-5.
10) 송춘식(1995), "우리나라 유머광고의 표현 특성에 관한 연구," 연세대 언론홍보대학원 석사학위논문, pp.81-87.
11) Thomas H. Madden and Marc. G. Weinberger(1982), "The effects of humor on attention in magazine advertising," Journal of Advertising, 1, No.3, pp.8-14.
12) J.F.Engel and R.D.Blackwell(1982), Consumer behavior, 4th, New York: Drydenpress, p.474.
13) W.J. McGuire(1976), "Some internal psychological factors infleuncing consumer choice," Journal of Consumer Reseach, Vol.2, March, pp.303-314.
14) 차배근(1985), 태도변용이론 서울: 나남, pp.30-35.
15) Andrew L Mitchell and Jerry C. Olson(1981), "Are product attribute beliefs the only meditator of advertising effects on brand attitude?" Journal of Consumer Research, 18(August), pp.318-332.
16) Richard J. Lutz(1985), "Affective and cognitive antecedents of attitude toward the ad: A conceptual framework," in Psychological Processes and Advertising Effects: Theory, Research, and Applications, L. F. Alwitt and A. A. Mitchell, Eds. Hillsdale, NJ: Lawrence Erlbaum Associates, pp.45-56.
17) John. Cacioppo and Richard E.Petty(1982), "The need for cognition," Journal of Personality and Social Psychology, 42(January), pp.116-131.
18) -----, -----, 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.
19) John T. Cacioppo and Richard E. Petty(1982), op. cit, pp.116-131.
20) Arthur. R. Cohen Ezra Stotland, and Donald M. Wolfe(1955), "An experimental investigation of need for cognition," Journal of Abnormal and Social Psychology, 51, pp.291-294.
21) 이상빈 역(1989), 소비자심리와 광고효과, 서울: 나남, pp.113-117.
22) 이철(1992), "T.V유머광고에 대한 비교문화적 연구," 광고연구 여름호, pp.227-237.
23) 김완석(1994), "한국형 인지욕구척도 개발연구," 한국심리학회지:산업 및 조직, Vol.7, pp.87-101.