 |
참고문헌
김완석, 김용민. (1999) 광고에서 암묵적 기억의 효과: 상표관련 기억과 태도에 미치는 영향. 광고학연구, 제 10권 2호, 39-62. 유창조. (1997) 상표이름에 대한 기억성과의 분석: 학습방법과 측정방법에 따른 차이검증. 광고학연구, 제 8권 1호, 9-29. 이명천, 이요한. (1999) 상표친숙도와 광고소구 유형에 따른 광고반복의 효과. 광고정보학회지, Vol. 2-2, 197-250. 이성호 (2004) 광고의 변환-반복 전략이 소비자 기억에 미치는 영향: 브랜드 친숙도와 메시지 유사성의 조절 역할. 광고연구, 제 63호, 129-157. 이종민. (2000) 친숙한 브랜드 상황에서의 광고반응 변인들 사이의 구조적 관계에 관한 연구. 한국언론학보, 제 44-3호, 256-300. Yoon, S,, Patrick, V. & Han, S. (2004) Implicit Attitude Measurement as an Alternative Approach to Assessing Advertising Effects. 광고연구, 63, 103-127. Batra, R. & Ray, Michael. (1984) Identifying Opportunities for Repitition Minimization. Marketing Science Institute Report, 84-108. Gibson, Lawrence D. (1996) What Can One TV Exposure Do? Journal of Advertising Research, Vol. 36 (March/April), 9-18. Greenwald, McGhee & Schwartz. (1998). Measuring Individual Differences In Implicit Association Test. Journal of Personality and Social Psychology, 74(6), 1464-1480. Krugman, H. E. (1966) The Measuring of Advertising Involvement. Public Opinion Quarterly, Vol. 29, 323-325. Krugman, H. E. (1972) Why Three Exposure May Be Enough? Journal of Advertising Research, Vol. 12(6), 11-15. Johes, John, P. (1995) Single Source Research Begins to Fulfill Its Promise. Journal of Advertising Research, Vol. 35(3), 9-16. McQarrie, Edward F. & Mick, David G. (2003) Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising. Journal of Consumer Research, Vol. 29, 579-587. Maison, D., Greenwald, A. G. & Bruin, R. H. (2004) Predictive Validity of the Implicit Association Test in Studies of Brands, Consumer Attitudes, and Behavior. Journal of Consumer Psychology, 14(4), 405-415. Mitchell, A. A. & Olson, V. P. (1981) Are Product Attribute Beliefs the Only Moderator of Advertising Effects on Brand Attitude? Journal of Marketing Research, Vol. 18, 318-332. Ray, M. L. & Webb, P. H. (1986) Three Prescriptions for Clutter. Journal of Advertising Research, Vol. 24 (Feb/Mar), 69-77. Schacter, D. L. (1987) Implicit Memory : History and Current Status. Journal of Experimental Psychology: Learning, Memory and Cognition. Vol 13, 501-518. Shanker, K. & Shapiro, S. (1996) Comparing Implicit and Explicit Memory for Brand Names from Advertisements. Journal of Experimental Psychology: Applied, Vol 2. 147-163. Shapiro, S., Heckler, S. E., & McInnis, D. J. (1997) Measuring and Accessing the Impact of Preattentive Processing on Ad and Brand Attitudes. In William, D. Wells, Measuring Advertising Effectiveness. Mahwah, NJ: Ealbaum. 27-44. Swinyard, W. R. (1979) How Many Ad Exposures Is a Sales Call Worth? Journal of Advertising, 19(1), 17-20. Tellis, G. J. (1997) Effective Frequency: One Exposure or Three Factors? Journal of Advertising Research, Vol. 37 (July/August), 75-80. Zajonc, R. B. (1968) Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology Monograph, 9 (Part 2), 1-28. |
 |
 |
 |
 |