제1장

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

2) Kotler, Philip, Marketing Management, 5th ed.(Englewood Cliffs, N.J.:Prentice-Halls, Inc., 1984), p.603.

3) 金元銖, 마아케팅관리론, 서울, 경문사, 1982, p.607.

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

4) 金元銖, 광고학개론, 서울, 경문사, 1984, p.68.

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

6) Rachman, David J., Retail Strategy and Structure(Englewood Cliffs, N.J.:Prentice-Hall, Inc. 1975), P.234.

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

8) Howard, John A. and Jagdish V. sheth, The Theory of Buyer Behavior.

9) 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)

10) Porter, Michael E., Interbrand Choice, strategy and Bilateral Market power, cha.2, (Cambridge, Mass.:Harvard University Press, 1976)

11) Porter, Ibid., p.118.

12) Young, Robert Freeman, The Uses and effectiveness of vertical cooperative advertising(Cambridge, Mass.:Harvard university press, 1980), p.13.

13) Crimmins, Edward C., Op. cit. p.7.

14) Whitney, John, O., "Better Results from Retail Advertising," Havard Business Review(May-June 1970), pp.111-120

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

16) Milton, Shirley, Advertising for Modern Retailers(New York:Fairchild Publications, Inc., 1974), p.8.

17) Everett, Martin, "One Small Step for CO-OP Advertising, Sales Management(April 3, 1972), p.24.

18) Hinkle, Charles L., "The strategy of price Deals," Harvard Business Review(July-August 1965), pp.75-85.

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

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

21) Ma Cammon, Bert C., "Perspectives for Distribution Programming", in Vertical marketing systems, Louis P. Bucklin(ed.), (New York:Scott, Foresman and Co., 1970)

22) Jobber, David and AnnWatt, "Below the Line Promotion," European Research(amsterdam:European society for opinion and Marketing Research, 1975), PP.27-38.

23) Primeaux, Walter J., "The News paper Rate Differential:Another Element in the explanation," Journal of Business(January 1977), p.84.

24) Crimmins, Edward C. Op. cit. chapter 5.

25) Newman, Joeph W. and Richard Staelin, "prepurchase Information seeking for New cars and Major Household Appliances," Journal of Marketing Research(August 1972), p.250.

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

27) Star, Stephen H., obtaining Retailer support, Marketing science Institute working paper, cambridge, Massachusetts, 1973.

28) Sales and Marketing Management, "Handling Co-Op with care,"(November, 1978), p.18

29) Rollie Tillman and C.A. Kirkpatrick, promotion(Homewood, Illinois:Richard D. Irwin, Inc., 1972), p.305.

제III장

1) Schram, Wilbur, "How communication work," in the process and Effects of Mass Communications, wilbur schramm(ed.), Curbana, Jil.:University of Illinois Press, 1961).

2) Hovland, C.I., I.L. Janis, H.H. Kelley, communication and persuation(New Haven, Conn.:Yale University Press, 1953)

3) Sternthal, Brian, Lynn W. Philips, and Ruby Dholakia, "The persuasive effect of source credibility:A situational Analysis," Public Opinion Quarterly(Fall 1978), pp.285-314.

4) Fuchs, Douglas A., "Two source Effects in Magazine Advertising," Journal of Marketing Research(August 1964), pp.59-62.

5) Sternthal, philips, and pholakia, Op. cit.

6) Sternthal, etal., Op. cit. p.298.

7) Homer H. Johnson 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), PP.31-36.

Rhine, A. and J. serverance, "Ego-Involvement, Discrepancy, source credibility and attitude change,"Journal of personality and social Psychology(1970), PP.175-190.

8) Sternthal, etal., 1918, p.299.

9) Krugman, Herbert E., "The Impact of Television Advertising:Learning without Involvement," Public opinion Quarterly(Fall 1964), PP.349-356.

10) Sternthal, et al., Op.cit. p.297.:Mcginnies, E., "Initial attitude, source credibilty and involvement as factors in persuation, Journal of experimantal Social Psychology 9(1973), PP.285-296.

11) Dholakia, R. and B. Sternthal, "Highly credible sources:persuasive Facilitators of persuasive Liabilities," Journal of consumer Research(March 1977).

12) 鄭鄭壹, "소비자행동에 있어서의 인지된 위험의 역할에 관한 연구", 서울 , 서울대학교 대학원, 1981. p.83.

13) Krugman, Herbert E., Op. cit. p.353.

14) Sternthal, Brian, Lynn W. Philips, and Ruby Dholakia, Op. cit. p.291.

15) Hisrich, Robert D., Ronald J. Dornoff, and Jerame B. Kerman, "perceived risk in store selection," Journal of Marketing Research(November 1972).

16) Roselius, Ted, "consumer Rankings of Risk Reduction methods," Journal of Marketing(January 1971).

17) Roselius, Ted, Op. cit. p.59.

18) 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, Hass.:Division of Research, Harvard Business School, 1967), p.36.

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

20) Robertson, Thomass., Innovative Behavior and communication(New York:Holt, Reinhart, and winston, Inc., 1971)

21) James E. Stafford and Ben M. Enis, "The Price-quality Relationship:An Extension," Journal of Marketing(Novermber 1969)

22) John J. Wheatley and John S.Y. chiu, "The Effects of price, store Image, and Respondent characterisitics on perception of quality," Journal of Marketing(May 1977).

23) 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.

24) Render, Barry and Thomass. 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) Barnes, James G., "Factors Influencing consumer Reaction to Retail Newspaper sale Advertising," proceedings of the AMA(1975), pp.471-477.

26) Barnes, James G., "A Hierarchical Model of source Effect in Retail Newspaper Advertising," Advances in Consumer Research(1978), pp.235-241.

27) Roselius, Ted, "consumer Rankings of Risk Reduction Methods," Journal of Marketing(January 1971), pp.59-60.

28) Engel, James F., and Roger D. Blackwell, Consumer Behavior(fourth ed.) (Chicago:The Dryden press), 1982.

29) Hisrich, Ronald D., Ronald J. Dornoff, and Jerame B. kerman, "perceived risk in store selection," JOMR(November 1972), p.438.

30) 李起燁, "소비자 행동모델에 있어서의 자아몰입에 관한 연구", 서울 , 서울대학교 대학원, 1984, p.85.

31) Engel, James F., and Roger D. Blackwell, Op. cit., p.26.

32) 張正勳, "구매경험이 소비자의 태도형성에 미치는 효과 ", 서울 , 서울대학교 대학원, 1985, p.117. 제IV장

제IV장

1) 林鍾沅, 마아케팅조사론, 서울, 무역경영사, 1985, p.489.

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

3) Johnson, Richard M., "Trade-off Analysis of Consumer Values," JOMR(May 1974), pp.121-127.

4) Green, Paul E. and Yoram Wind, "New way to Measure Consumers' Judgements," HBR (July-August 1975), pp.107-117.

5) Kruskal, Joseph B., "Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data," Journal of the Royal Statistical Society, 8:27(March 1965), pp.251-263

6) Cattin, Philippe and Dick R. Wittink, op. cit., p.49.

7) Carmone, Frank, "Robustness of Conjoint Analysis:JOMR(May 1978), pp.300-202

8) Cattin, Philippe, op. cit., p.52

9) Srinivasan, V., "Comments on the role of price in individual utility judgements," Research Paper No. 569, Stanford University.

10) SNUCC VAxII 사용안내서, 서울, 서울대학교 전자계산소, 1985, p.80

11) 尹錫喆, 계량경영학, 서울, 경문사, 1985, p.431.

12) 金海植, SPSS 컴퓨터분석기업, 서울, 박영사, 1985, p.89.