I. 국내문헌

1. 서적

(1) 金元銖, 광고학개론, 서울, 경문사, 1982.

(2) 金元銖, 마아케팅관리론, 서울, 경문사, 1982.

(3) 朴海植, SPSS 컴퓨터분석기법, 서울, 박영사, 1985.

(4) 尹錫喆, 계량경영학, 서울, 경문사, 1985.

(5) 林鍾沅, 마아케팅조사론, 서울, 무역경영사, 1985.

(6) SNUCC VAxII 사용안내서, 서울, 서울대학교 전자계산소, 1985.

2. 논문

(1) 李起燁, "소비자행동모델에 있어서의 자아몰입에 관한 연구", 서울 , 서울대학교 대학원, 1984.

(2) 張正勳, "구매경험이 소비자의 태도형성에 미치는 효과 ", 서울 , 서울대학교 대학원, 1985.

(3) 鄭鄭壹, "소비자행동에 있어서의 인지된 위험의 역할에 관한 연구", 서울 , 서울대학교 대학원, 1981.

II. 외국문헌

1. 서적

(1) American Marketing Association, Marketing Definitions:A Glossary of Marketing Terms(1960)

(2) Colley, Russell H., Defining Advertising Goals for Measured Advertising Results(New York:Association of National Advertisers, 1961)

(3) Crimmins, Edward C., A Management Guide to Cooperative Advertising(New York:Association of National Advertisers, 1970)

(4) Davidson, William R., Alton R. Doody, and Daniel S. Sweeny, Retailing Management(New York:Ronald Press, 1975)

(5) Engel, James F., and Roger D. Blackwell, Consumer Behavior(Fourth ed.) (Chicago:The Dryden Press), 1982.

(6) Hovland, C.I., I.L. Janis, H.H. Kelley, Communication and Persuation(New Haven, Conn.:Yale University Press, 1953)

(7) Howard, John A. and Jardish V. Sheth, The Theory of Buyer Behavior(New York:John Wiley and Sons, 1969)

(8) Kotler, Philip, Marketing Management, 5th ed.(Englewood Cliffs, N.J.:Prentice-Halls, Inc., 1984)

(9) Luick, John F. and William L. Ziegler, Sales Promotion and Modern Merchandising(New York:McGraw-Hills, 1968)

(10) Milton, Shirley, Advertising for Modern Retailers(New York:Fairchild Publications, Inc., 1974)

(11) Porter, Michael E., Interbrand Choice, Strategy and Bilateral Market Power(Cambridge, Mass.:Harvard University Press, 1976)

(12) Rachman, David J., Retail Strategy and Structure(Englewood Cliffs, N.J.:Prentice-Hall, Inc. 1975)

(13) Robertson, Thomas S., Innovative Behavior and Communication(New York:Holt, Reinhart, and Winston, Inc., 1971)

(14) Rollie Tillman and C.A. Kirkpatrick, Promotion(Homewood, Illinois:Richard D. Irwin, Inc., 1972)

(15) Star, Stephen H., Obtaining Retailer Support, Marketing Science Institute Working Paper, Cambridge, Mass. 1973

(16) Wolfe, Harry D. and Dick W. Twedt, Essentials of the promotional Mix(New York:Appleton-Century-Crofts, 1974)

(17) Young, Robert Freeman, The Uses and Effectiveness of Vertical Cooperative Advertising(Cambridge, Mass.:Harvard University Press, 1980)

2. 논문

(1) Advertising Age, "Iacocca Says Local Ad Support Vital for Chrysler"(Feb. 26, 1979)

(2) Andrews, I.R. and E.R. Valenzi, "Combining Price, Brand, and Store Cues to form and Impression of Product Quality," Proceedings 79th Annual Convention, American Psychological Association, 1971.

(3) Barnes, James G., "A Hierarchical Model of Source Effect in Retail News Paper Advertising," Advances in Consumer Research(1978)

(4) Barnes, James G., "Factors Influencing Consumer Reaction to Retail Newspaper Sale Advertising," Proceedings of the AMA(1975)

(5) Bettman, James R., "Perceived Risk and its Components:A Model and Empirical Test," Journal of Marketing Research(May 1973)

(6) Carmone, Frank, T., Paul E. Green and Arun K. Jain, "Robustness of Conjoint Analysis:Some Monte Carlo Results," JOMR(May 1978)

(7) Cattin, Philippe and Dick R. Wittink, "Commercial Use of Conjoint Analysis:A Survey," Journal of Marketing(Summer 1982)

(8) Cox, Donald F., "Risk Handling in Consumer Behavior... An Intensive Study of Two Cases" in Risk Taking and Information Handling in Consumer Behavior Donald e. Cox(ed.), (Cambridge, Mass.:Division of Research, Harvard Business School, 1967)

(9) Dholakia, R. and B. Sternthal, "Highly Credible Sources:Persuasive Facilitators of Persuasive Liabilities," Journal of Consumer Research(March 1977)

(10) Everett, Martin, "One Small Step for Co-operative Advertising, Sales Management(April 3, 1972)

(11) Fuchs, Douglas A., "Two Source Effects in Magazine Advertising," Journal of Marketing Research(August 1964)

(12) Green, Paul E. and Yoram Wind, "New Way to Measure Consumers' Judgements," Harvard Business Review(July-August 1975)

(13) Hinkle, Charles L., "The Strategy of Price Deals," HBR(July-August 1965)

(14) Hisrich, Robert D., Ronald J. Dornoff, and Jerame B. Kerman, "Perceived Risk in Store Selection," Journal of Marketing Research(November 1972)

(15) Jobber, David and Annwatt, "Below the Line Promotion," European Research(Amsterdam:European Society for Opinion and Marketing Research, 1975)

(16) Johnson, Homer H. and John A. Scileppi, "Effects of ego Involvement Conditions on Attitude Change to High and Low Credibility Communications," Journal of Personality and Social Psychology(1969)

(17) Johnson, Richard M., "Trade-off Analysis of Consumer Values," Journal of Marketing Research(May 1974)

(18) Krugman, Herbert E., "The Impact of Television Advertising:Learning without Involvement," Public Opinion Quarterly(Fall 1964)

(19) Kruskals Joseph B., "Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data," Journal of the Royal Statistical Society, 8:27(March 1965)

(20) Macammon, Bert C., "Perspectives for Distribution Programming, in Vertical Marketing Systems, Louis P. Bucklin(ed.), (New York:Scott, Foresman and Co., 1970)

(21) Mcginnies, E., "Initial Attitude, Source Credibility and Involvement as Factors in Persuation," Journal of Experimental Social Psychology(1973)

(22) Newman, Joeph W. and Richard Staelin, "Prepurchase Information Seeking for New Cars and Major House Hold Appliances," JOMR(August 1972)

(23) Primeaux, Walter J., "The Newspaper Rate Differential:Another Element in the Explanation," Journal of Business(January 1977)

(24) Render, Barry and Thomas S. O'Connor, "The Influence of Price, Store Names, and Brand Name on Perception of Product Quality," Journal of the Academy of Marketing Science(Fall 1976)

(25) Rhine, A. and J. Serverances "Ego-involvement, Discrepancy, Source Credibility and Attitude Change,"Journal of Personality and Social Psychology(1970)

(26) Roselius, Ted, "Consumer Rankings of Risk Reduction Methods," JOM(Jan. 1971)

(27) Sales and Marketing Management, "Handling Co-op with care,"(Nov. 1978)

(28) Schram, Wilbur, "How Communication Work," in the Process and Effects of Mass Communications, Wilbur Schramm(ed.), (Urbana, I11, University of Illinois Press, 1961)

(29) Stafford, James E. and Ben M. Enis, "The Price-Quality Relationship:An Extension," JOMR(Novermber 1969)

(30) Wheatley, John J. and John S.Y. Chiu, "The Effects of Price, Store Image, and Respondent Characterisitics on Perception of Quality," JOMR(May 1977)

(31) Whitney, John, O., "Better Results from Retail Advertising," HBR(May 1970)

(32) Srinivasan, V., "Comments on the Role of Price in Individual Utility Judgements," Research Paper No. 569, Stanford University, 1980

(33) Sternthal, Brian, Lynn W. Philips, and Ruby Dholakia, "The Persuasive Effect of Source Credibility:A Situational Analysis," Public Opinion Quarterly(Fall 1978)