1장

1) 黃昌奎, 한국 광고 산업의 구조적 특성, 마아케팅 연구, 제2호, 제1호, 1987, p.133.

2) (주) 제일기획, 사보, 1987. 1, p.24.

3) (주) 엘.지.애.드, 사보, 1987. 6.

2장

1) Arora, Raj, "Validation of an S-O-R Model for Situation, Enduring, and Response Components of Involvement," Journal of Marketing Research, vol. 19 (1982), p.505.

2) Kurgman, Herbert E., "The Impact of Television Advertising : Learning Without Involvement, "Public Opinion Quarterly, vol. 29(1965)

3) Arora, Raj, op. cit., p.505.

4) Michell, Andrew A., "Involvement : A Potentially Important Mediator of Consumer Behavior," Advances in Consumer Research.

5) Antil, John h., "conceptualization and Operationalization of Involvement," Advanced in Consumer Research, vol. 11(1984), p.204.

6) Kapferer, Jean-noel and Lauren Gilles,"Consumer's Involvement Profile : New Empirical Results, " Advacned in Consumer Research vol. XII (1985), p.290.

7) Antil, John H., op. cit., p.205.

8_ Michell, Andrew A., op. cit., p.194.

9) Gardner, M. P., Michell, A. A., and Russo, J. E., "Low Involvement Strategies for Processing Advertisement," Journal of Advertioning, vol. 14, No. 2, 1985, p.4, pp.11-12.

10) Finn, David W., "Low Involvement isn't Low-Involving" Advances in Consumer Research, vol. X(1983), p.420, pp.422-424.

11) Stone, Robert N., "The Marketing Characteristics of Involvement," Advances in Consumer Research, vol. XI (1984), pp.210-215.

12) Rothschild, Michael L., "Perspectives on Involvement : Current Problems And Future Directions," Advances in Consumer Research, vol. XI (1984), p.217.

13) Houston and Rothschild의 몰입의 3가지 유형의 정의는 제2장 제1절 몰입의 정의를 참조.

14) Park, C. Whan and Young, S. Mark, "Types and Level of Involvement and Brand Attitudes Formation, " Advances in Consumer Research, vol. X (1983), p.320.

15) Engel, James F. and Blackwell, Roger D., Consumer Behavior, 4th ed., Hinsdale, III : The Dryden press, 1982.

16) Petty, Richard E., Cacioppo, John T. and Schumann, David, "Central and Peripheral Routes to Advertising Effectiveness : The Moderating Role of Involvement," Journal of Consumer Research, vol. 10(Sep. 1983), pp.135-144.

17) Rothschild, Michael L. and William C. Gaidis, "Behavioral Learning Theory : It's Relevance to Marketing and Promotion," Journal of Marketing (spring, 1981), p.76.

18) Antil, Johm H, op., cit., p.25.

19) Laurant, Gilles and Kapferer, Jean-Noel, op. cit., pp.41-53.

20) Houston, Michael L. and Rothschild, Michael L., "An Empirical Investigation of the S-O-R Paradigm of consumer Involvement," Advances in Consumer Research, vol. 7, pp.696-699.

21) Bloch, Peter H., " A Conceptual and Empirical Analysis of Consumer Involvement with Product," Unpublished Doctorial Dissertation, University of Texas at Austin, (1981), p.78.

22) Bloch, Peter H. and Richins Marsha L., " A Theoretical Model for The Study of Product Importance Perceptions, " Journal of Marketing, vol. 47 (1983), pp.69-81.

23) Bloch, Peter H. and Bruce, Grady D., "Product Involvement as Leisure Behavior," Advances in Consumer Research, vol. 11 (1984), p.198.

24) Park, C. Whan and Young, S. Mark, op. cit., p. 320.

25) Bloch, Peter H. and Richins, Marsha L., op. cit., p.73.

26) Laurent, Gilles and Kapferer, Jean-Noel, "Journal of Marketing Research, vol. XXII (Feb. 1985), pp.41-53.

27) Shrif, Carolyn and Muzafer, sherif, "Attitude as the Individuals own Catagories ; The Social Judgement Involvement Approach to Attitude Change", in Attitude ; Ego Involvement and Change. (New York ; John Wiley and sons, Inc), pp.105-39.

28) Jacoby, Jah.b, "A Model of Multi-Brand Loyalty, " Journal of Advertising Research, vol. 11 (June, 1971), p.28.

29) Day, George S., "Theories of Attitude Structure and Change", in Consumer Behavior ; Theoretical Sources (Englewood cliffs, J. J. ; Prentice-Hall, 1973), eds., S. Ward and T. S. Robertson., p.316.

30) Rothschild, Michael L. and Michael J. Houston, "The Consumer Involvement Matrix ; Some Preliminary Finding", 1977.

Educators' Proceedings (Chicago ; AMA, 1977) pp.95-96.

31) Lastovicka, John L. and Gardner, David M. "Component of Involvement," In Attitude Research Plays for High Stakes (Chicago ; AMA, 1979) eds., J.C. Maloney and B. Silverman, pp.60-63.

32) Kurgman, Herbert E., op. cit., pp. 349-56.

33) Engel, James F., Roger D. Blackwell and David T. Kollat, Consumer Behavior, 3rd., ed., (Hinsdale, III, Dryden Press, 1978), p.33.

34) Engel, James F. and Blackwell, Roger D., op. cit., pp.21-39.

35) Ibid., pp.33-38.

36) Assel, Henry, Consumer Behavior and Marketing Action, 2nd ed., Boston Massachusetts, Kent Publishing Company, 1984, pp.83-86.

37) Park,C.W. and Mittal, Banwark, "A Theory of Involvement in Consumer Behavior ; Problem and Issues," Research in Consumer Behavior, vol. 1(1985), pp.212-216.

38) Engel, James F. and Blackwell, Roger D., op. cit., p.274, p.290.

39) Krugman, Herbert E., "Memory without Recall, Exposure without Perception," Journal of Advertising Research, vol. 17, No. 4, (1977), p.9.

40) Pillip, Kotler, Marketing Management ; Analysis, Planning and Control, (Prentice-Hall, Engelwood, Cliffs, N.J., 1988), pp.476-477.

41) Park, C. Whan and Mittal, Banwari, op. cit., pp.220-223.

43) Traylor, Mark B., "Product Involvement and Brand Commitment," Journal of Advertising Research, vol. 21(Dec. 1981), pp.54-55.

44) Ibid, pp.54-55.

45) Tyebjee, Tyzoon T., :Refinement of the Involvement ; An Advertising Planning Point of View," in Attitude Research Plays for High Stakes (Chicago : AMA, 1979), pp.107-108.

46) Assel, Henry, op. cit., pp.101-102.

47) 최병룡, op. cit., pp.109-126.

48) Ibid, pp.118.

49) Krugman Herbert E. "the Measurement of Advertising Involvement," Public Opinion Quarterly, vol. 30, (1966-67), pp.583-596.

50) Krugman Herbert E., "Low Involvement Theory in Light of New Brain Research," in Attitude Research Plays for High Stakes (Chicago : AMA, 1979), pp.16-22.

51) Preston, Ivan L., "A Reinterpretation of the Meaning of Involvement in Krugman's Models of Advertising Communication" Journalism Quarterly, vol. 47 (1970), pp.287-295.

52) Rothschild, Michael. L., "Advertising Strategies for High and Low Involvement Situations," in Attitude Research Plays for High Stakes(Chicago : AMA 1979), p.81.

3장

3) 오두범, 광고커뮤니케이션이론 (전예원, 1983), p.23.

4) Ralph s, Alexander, Marketing Definition (Chicago : AMA, 1964), p.9.

5) 4가지 중요개념은 <1> 명시된 광고성 <2> 아이디어, 상품 또는 서비스 <3> 유료형태 <4> 비인적 제시로서 광고의 주요한 기능을 말해주고 있다.

6) Wright, J. S. and D. S. Warner, Advertising, (New York : McGraw-hill, 1962), p.4.

7) 김원수, 광고학개론 (경문사, 1979), p.93.

8) 송용섭, 리대용, 현대광고론 (무역경영사, 1985), p.56.

9) John S, Wright, wills W. Winter, Jr. and Sherilyn K. Zeigler, Advertising, 5th ed., McGw-Hill, New York, 1982, pp.10-11.

10) Nicosia, F. M., Advertising, Management, and Society ; A Business Point of View, McGraw-Hill, New York, 1974, pp.2-3.

11) C. A. Kirkpatrik, Advertising ; Mass Communication in Marketing, Houghton Mifflin, Boston, 1959, p.5.

12) Rollie Tillmann and C. A. Kirkpatrick, Promotion ; Persuasive in Marketing, Home wood III, Richard D. Irwin, 1968, p.192.

13) 차배근, op. cit., p.9에서 재인용.

14) Ibid., pp.13-14.

15) 송용섭, 리대용, op. cit., p.57-58.

16) David T. Kollat, Roger D. Blackwell, James. F. Robinson, Strategic Marketing, (New York : Holt, Rinehart and Winston, Inc., 1972), p.341.

17) Philip Kotler, Marketing Management : Analysis, Planning and Control, (Prentice-Hall, Inc., Englewood Cliffs, New Jersey, 1967), p.498.

18) Ibid., (des., 1980), p.498.

19) Nocosia, op. cit., p.2.

20) Ibid., pp.4-16.

21) 김원수, op. cit., p.105.

22) Roger M. Johnson, "Measuring Advertising Effectiveness." Handbook of Marketing Research (McGraw-Hill, 1974), pp.(4) 152-153.

23) 차배근, op. cit., p.14.

24) "3R"이란 <1> 충성스런 고객의 유지(retain loyal customers), <2> 고객의 상실방지(reduce lost customers), <3> 새로운 고객의 유치(recruit new customers)를 뜻한다.

25) 김원수, op. cit., pp.133-135, 161-165.

26) Kotler, P., Marketing Management : Analysis, Planning and Control, rev. ed., 1972, p.639.

27) 이러한 심벌(symbol)에는 언어뿐 아니라 그림, 색채, 소리, 기호 등 모두가 포함된다.

28) Kotler, op. cit., p.639.

29) 차배근, op. cit., p.16.

30) 전통적인 구매행동과정으로서 A(attention : 주의)→I(interest : 관심) D(desire : 욕구)→A(action : 행동)의 과정의 약자 AIDA로 나타내고 또한 AIDCA는 A→I→D 다음에 확신(conviction)이 첨가된 것이 AIDCA인 것이다.

31) E. K. Strohg, The Psychology of Selling (New York : McGraw-Hill, 1925), p.9.

32) H. D. Lasswell, The Structure and Function of Communication in Society in Lyman and Dryson eds., (Harper & B개ther, 1948), p.37.

33) Robert J. Lavidge and Gary A. Steiner, "A Model for Predictive Measurements of Advertising Effectiveness", Journal of marketing (October 1961), p.61.

34) Richard Vaughn, "How advertising Works : A Planning Model", Journal of advertising Research, October, 1980, p.28.

35) Ray, Michael L; Sawyer, Alan G; Rothschild, Michael L; Heeler Roger M, Marketing Communication and the Hierarchy of Effects : New models for Mass Communication Research, ed. by Peter clarke (beverly Hills, 1973).

36) Rogers, E. M., Diffusion of Innovations, (New York : Free Press of Glenwe, 1962).

37) 서정우, 최선열 공역, 개혁 커뮤니케이션이론 (박영사, 1981), p.105.

38) E. M. Rogers and F. Floy Shoemaker, Communication of Innovations : A c개ss Cultural Approach, 2nd ed., (New York : The Free press, 1971).

39) 서정우, 최선열, op. cit., p.136.

40) Hovland, C. I., Janis, I. L., & Kelly H. H., communication and Persuation (New Heaven : Yale Univ. Press, 1953).

41) Mcguire, W. J., Personnality and attitude change : An information processing theory in A. G. Greenwald, T. C. Brock & T. M. Ostrom (Eds.), Psychological Foundation of Attitude (New York : Acadenic Press, 1968).

42) Robertson, Tomas S., "A critical Examination of Adoption Process Models of Consumer Behavior." Models of Buyer Behavior ed. by Jagdish N. Sheth (Harper & Row, Publishers, Inc., New York, 1974), p.29.

43) A. A. Mitcdell, "The use of an Information Processing Approach to Understand Advertising Effects:, Advances in Consumer Research, vol. 7, 1979, p.171.

44) Krugman, Herbert E, & E. L. Hartley, "Passive Learning from Television," Public opinion Quarterly, vol. 34 (1970-71), pp.184-190.

45) Krugman, Herbert E., "Temporary Effect of Communication," Journal of Advertising Research, vol. 10(1970), pp.15-17.

49) Preston, Ivan L., "A Reinterpretation of the Meaning of Involvement in Krugman's Models of Advertising Communication", Journalism Quarterly, vol. 47(1970), pp.287-295.

50) Rothschild, Micheal L., "Involvement as a Determination of Decision Making Styles", in 1975 Combined Proceedings (Chicago; American Marketing Association, 1975), pp.216-210/

51) Ibid., p.184.

52) Cox, Donald F., "Risk Handling in Consumer Behavior - An Int - ensive study of two cases", in Risk - Taking and Information Handling in Comsumer Behavior (Baston; Harvard University Press, 1967) ed. D. F. Cox, pp.34-81.

53) Houston, Rothschild, op. cit., p.3.

54) Ibid., p.185.

55) Ibid., p.186.

56) 徐聖漢, 소비자행동론, 서울, 박영사, 1986, pp.137-138에서 재인용.

57) Bettman James R., "Perceived Risk and Its Components; A Model and Empirical Test," Journal of Marketing Research, vol. 10 (May, 1973) p.9, 184-189.

58) ARORA, RAJ, "Validation of an S - O - R Model for situation, Enduring, and Response Components of Involvement, "Journal of Marketing Research, vol. XIX (1982).

59) Engel, James F and Roger D. Blackwell, consumer Behavior, 4th ed. (Drylen Press, Hinsadle, III., 1982).

60) Ibid., p.34.

61) 이기화, 소비자행동모델에 있어서의 자아몰입에 관한 연구, 서울대 대학원 경영과 석사학위 논문, 1984.

62) Antil, John H., "Conceptualization and Operationalization of Involvement," Advances in Consumer Research, vol. 11(1984), p.204.

63) Bloch, Peter H., "Aconceptual and Empirical Analysis of Consumer's Involvement with Products," unpublished doctorial dissertation, University of Texas at Austin, (1981).

64) R. E. Petty and J. T. Cacioppo, "Central and Peripheral Routes to Adertising Effectiveness : The Moderating Role of Involvement," Journal of Consumer Research, vol. 10, (1983), p.135.

65) R. E. Petty and J. T. Cacioppo, "Source Factors and the Elaboration Likelihood Model for Persuation," Advances in Consumer Research, vol. 11(1983), p.668.

66) 제2장, 제1절 몰입의 정의를 참조.

67) Richard F. Yalch and Rebecca Elmove-Yalch, "The Effect of Numbers on the Route to Persuasion", Journal of consumer research vol. 11. (1984), p.522.

68) Ibid., pp.522-523.

69) R. J. Rutz, S. B. Mackenzie and, G. E. Belch, "Attitude Toward Ad. as a Mediator of Advertising Effectiveness : Determinants and Consequences," Advance in Consumer Research, vol. 10. 1982, pp.537-538.

70) Ibid., pp.537-538.

4장

1) 이 모델은 전통이론과 Learn→Feel→Do 모델 + Consumer Involvement 모델 + Brain Specialization 모델을 총 망라하는 것으로서 FCB란 이러한 것의 약자이다.

2) Richard Baughn, "How Advertising Works", Journal of Advertising Research, vol. 20.

3) 휴스톤·로스차일드 모델에 관해서는 제3장 제2절을 참조.

4) 몰입의 유형에 관한 제2장 제1절을 참조.

5) Richard Vaughn, op. cit., p.30.

6) Ibid., pp.30-32.

7) Ibid., pp.30-33.

8) 김원수, 광고학개론, 서울, 경문사, 1984.

9) 최병룡, 최신광고론, 서울, 박영사, 1984, pp.80-82.

10) 이종배, 실전광고론, 서울, 집현각, 1978, p.165.

11) 최병룡, 최신광고론, op. cit., pp.80-82.

12) Philip Kotler, Principles of Marketing, Prentice Hall, Inc., Englewood cliffs, New Jersey, 2nd. ed., 1980, pp.423-434.

13) Richard Vaughn (1986), op. cit., pp.57-57.

14) Philip Kotler, op. cit., pp.434-436.

15) Richard Vaughn(1980), op. cit., p.30-32.

16) F. W. Winter, "Match Target Markets to Media Audiences", Journal of Advertising Research, (Feb. 1980), pp.61-66.

5장

1) 부록에 있는 설문지를 참조(질문 4).

2) 몰입 프로필 변수인 X1-X4에 대한 변수명은 제5장 3절의 설문지의 구성<표 5-1>을 참조.