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2) 崔炳龍, 最新廣告論, 博英社, 1984. p.270.

3) Tyebjee, T. Tyzoon, Reinforcement of the Involvement Concept. Pp..107 ∼ 108.

4) 車培根, 커뮤니케이션학 개론(上) . 世英社, pp..134 ∼ 135.

5) 리대룡, 광고의 과학, 나남, pp..92 ∼ 94.

6) Ravidge, R & Steiner G. 4(1960); "A Model for prdictive measurements of Ad effectiveress ," Journal of Marketing 25, October pp., 59-62.

7) Ray, Mitchael L(1973), "Markating communication and the herarchy of effects" in New Models for Mass Communication Research(Beverly Aills , Calff: Sage prblications)pp. 147-175.

8) Smith, E. Robert in Behavior Management (Indiana Univ) Chap IX .

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

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

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

12) Sherif, C. W(1973), "Parsonal involcement, social judgement, and action", Journal of Personality and social Psychology, 27 p.311-328

13) Rothschild, M. L.(1979), "Ad strategies for high and law involement situations" in attitude Research Plays for High stakes,eds(American Marketing Association) pp. 74-93.

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

15) Petty, Richard E & Caciopp.o, John T(1979) "Issue-involuement can increase or decrease persuasion by enhancing message relevant cognitive responses," Journal of Personality and social Psychology Vol 37 pp. 1915-1916.

16) Henry Assael (1984) Consumer Behavior and Marketing Action (2nd Ed.) Kent, Belmont, CA pp. 88.

17) Kassarjian, H. H & Kassarjian W. M (1979), "Attitudes under low commitment conditions," Attitude Research Plays for High stakes (chicago :AMA).

18) 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.

19) 崔炳龍, ibid pp. 270-272.

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

21) Chu, Godman(1967),"Prior familiarity, perceived bias and one-sided vs two-sided communic- ation", Journal of Experimental Social Psychology, 3, pp. 243-254.

22) 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.

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

24) Settle, R. B & golden L.L (1974) "Attribution Theory and advertiser credibility" Journal of Marketing Rasearch Vol 11, May pp. 181-185.

25) Hovland, C. I, & Lumsdaine,A. A & Sheffield, F. D (1984),ibid

26) Mc Guire, William J(1964) "Inducing resistance to persuasion: Some contemporaty app.roaches" Advances in Experimental Social Psychology Vol 1. New York: Academic Press pp. 191-229.

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

28) 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.

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

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

31) Ray, Michael L (1973), ibid.

32) Sawyer, Alan G (1973), ibid.

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

34) Swinyard, William R (1981) "The interaction between comparative Ad and copy claim variation" Journal of Marketing research, May pp. 174-186.

35) Wilkie, William L & Farris Paul. W (1975), ibid.

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

37) 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 Research, Vol 17, May, pp. 187-202.

38) Swinard, William R(1981) ibid.

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

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

41) 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.