1. 국내문헌

1)廣告情報 韓國譏放送廣告公社, 1988. 2月號, pp..74.

2) 崔炳龍, 最新 廣告論 博英社, 1984.

3) 車培根, 케뮤니케이션학 개론(상), 세영사, 1986

4) 리대룡, 廣告의 料學, 나남, 1987.

2. 해외문헌

Anderson, W. T, Jr & Golden L. L (1984) "Bank promation Strategy", Journal of Advertising Resea- rch, Vol 24, April/ May pp. 53-65.

Belch, George E (1981) "An examination of comparative and moncomparative T. V commercials: The effects of claim variation and repetition on cognitive responses and message acceptance" Journal of Marketing Research, Vol. 18, Aug pp. 333-349.

Bowen, L & Caffee, S. H (1974) "Product involvement and pertinent Ad appeals", Journalism Quarterly Vol 51. Winter, pp. 613-621.

Chu, Godman (1967) "Prior familiarity, perceived bias and one-sided vs two-sided communication", Journal of Experimental Social Psychology, Vol, pp. 243-254.

Etgar, Michael & Goodwin Stephen(1980) "An experimental investigation of comparative Ad: Impact of message appeals, information load, and utility of product class", Journal of Marketing Resea- rch, Vol 17, May, pp. 187-202.

Hass, R. G & Linder, D. E (1972) "counterargument availability and the effects of message structure on persuasion" Journal of Personality and Social Psychology, Vol 23, pp. 219-233.

Henry Assael (1984) Consumer Behavior and Marketing Action (2nd, Ed.), Kent, Belmont, CA.

Hovland, C. I, & Lumsdaine,A. A & Sheffield, F. D (1949), Experimentation of Mass Communicat- ion. Princeton Univ Press.

Jones, Edward E & Davis, Keith E(1965) "From acts to dispositions in Advances in Experimental Social Psychology, Vol 2, pp..219-266.

Kamins, Michael. A & Assael, Henry(1987), Two-sided VS one-sided appeals: A Cognitive perspecti-ve on argumentation, source deragation, and the effects of disconfirming trial on belief change- s" Journal of Markating Research, Vol 24, Feb, pp. 29-39.

Kassarjian, H. H & Kassarjian W. M(1979), "Attitude under low commitment contitions," Attitude Research Plays for High Stakes (Chicago: AMA).

Krugman, Herbert E(1966) "The measurement of Ad involvement", Public Opinion Quarterly, Vol 30, Winter, pp. 584-585.

McGuire, William J(1964) "Inducing resistance to persuasion: Some contemporaty app.roaches" Advances in Experimental Social Psychology Vol 1. pp. 191-229.

Nance Gieges(1980) "Comparative Ads: better than...." Advertising Age, Feb, pp. 59-62.

Petty, Richard E & Capiopp.o, John T.(1979) "Issue-involvement can increase or decrease persuasi-on by enhancing message relevant cognitive respanses," Journal of Personality and Social Psycho-logy, Vol 37, pp. 1915-1926.

Petty, Richard E & Capiopp.o, John T(1981) "Issue involvement as a mederator of the effects on attitude of Ad content and context? Advances in Consumer Research, Vol 8, pp.20-24.

Prasad, V. Kanti(1976) "Communications effectiveness of comparative Ad: A laboratary analysis" Journal of Marketing Research. Vol 13, May pp. 128-37.

Ravidge, R 6 Steiner G. A(1961)"Amodel for predictive mesurements of Ad effectiveness," Journal of Marketing, Vol 25, October, pp. 59-62.

Ray, Michael L(1967) "The refutational app.roach to Ad"paper presented at the Association for Education in Journalism Meetings, Denver.

Ray, Michael L(1968) "Biases in selection of messages designed to induce resistance to persuasion" Journal of Personality and Social Psychology, Vol 9, Aug pp. 335-339. (1973) "Marketing communication and the hierarchy of effects" in New Models for Mass Communication Research, Beverly Hills, Calif: Sage Publications) pp. 147-175.

Rothschild, M. L(l979) "Ad strategies for high and law involement situations" in Attitude Research Plays for High Stakes, eds (AMA) pp. 74-93.

Sawyer, Alan G(1973) "The cognitive process mediating acceptance of Ad" Journal of Marketing Research, Feb. pp. 23-33.

Sherif, C. W(1973) "Personal involvement, Social judgement and action", Journal of Personality and social Psychology, Vol 27 pp. 311-328.

Smith, E. R Behavior Management (Indiana Univ.Chapter IX, cook Book).

Sternthal, B & Phillips, Lynn W & Dholakia, Ruby(1978) "The persuasive effect of source credibility: A Situational analysis" Public Opinion Quarterly pp. 285-313.

Tyebjee, T. T Reinforcement of the Involvement Concept pp. 107 p 108.

Vaughn, Richard(1980) "The consumer mind: How to tailor Ad Strategies? Advertising Age, June 9 pp. 45-46.

Wilkie, William L & Farris, Paul W (1975) "Comparison Ad: problems and potentials" Journal of Marketing, Vol 39, October pp. 7-15.

Wilson, R. D & Mudderisoglu, Ajdiu (1980) "An analysis of cognitive responses to comparative Ad" in Advances in Consumer Research, Vol 7.