1) 남승규, 광고가 구매의도에 미치는 영향, 성균관대학교 심리학과 석사학위논문, p.1, 1988.

2) 남승규, 앞의 논문, 재인용.

3) Swinyard, W.P. and K.A. Coney, Promotional Effects on a High Versus Lower Involvement Electorate, Journal of Consumer Research(5), pp.41-48, June, 1978.

4) 오태현, 관여의 개념화와 그 개념을 적용한 광고전략, 서울대학교 경영연구소 경영논집, 22(1), pp.151-165, 1988.

5) 유동근, 소비자 행동이론, 석정 1987, pp.225-226.

6) 이학식, Moderating Roles of Involvement in Information Processing Routes and Message Acceptance for Differing Numbers of AD Repetitions, Ph.D. dissertation, MSU, 1987.

7) 오태현, 1988, 앞의 논문, 재인용, p.161.

8) Arora, R., "Validation of on S-O-R Model for Situation, Enduring, and Response Components of Involvement," Journal of Marketing Research, 1982, Vol. 19, p.505.

9) 이영현, 앞의 논문, 재인용, p.8.

10) Kurgman, H.E., "The Impact of Television Advertising:Learning Without Involvement", Public Opinion Quarterly, Vol. 29, 1965, pp.349-356.

11) Engel, J.f. and M.L., Light, "The Role of Psychological Commitment Dissonance", in Application fo the Science in Marketing, Bass, F.M., King C.W. and Pessimier E.A., eds(New York:Wiley, 1968).

12) Day, G.S., Buyer Attitudes and Brands Choice, (New York:Free Press, 1970), p.45.

13) Mitchell, Andrew A., "Involvement:A potentially Important Mediator of Consumer Research", Advances in Consumer Research, 6, 1979, p0.191.

14) Block, P.H., "Involvement Beyond the Purchase Process:Conceptual Issues and Empirical Investigation", Advances in Consumer Research, 9, 1981, p.413.

15) Antil, J.H., "Conceptualization and Operationalization of Involvement", Advances in Consumer Research, 1984, p.204.

16) Bloch, P.H. and Richins, M.L., "A Theoritical Model for the Study of Product Importance Perceptions", Journal of Marketing, 47, p.69.

17) Robertson, T.S., "Low Commitment Consumer Behavior", Journal of Advertising Research, 16, p.19.

18) 김현철, 관여 및 사고-감정요소를 이용한 광고계획 모델에 관한 연구, 서울대학교 경영학 석사학위논문, p.48.

19) Bloch, Peter, H. and Grady, D. Bruce, 1983, Product Involvement as A Leisure Behavior, Advances in Consumer Research, 11, pp.61-65.

20) 이것은 Petty와 Cacioppo 및 Schuman의 Elaboration Likelihood Model의 설명에서 사용한 방법과 동일하다. ELM의 기본적 사고는, 설득을 유도하는 상이한 두가지 방법은 커뮤니케이션 상황의 숙고가능성(메시지 또는 이슈와 관련된 사고를 할 확률)의 고저에 의존한다는 점이다.

A Thesis submitted to the Committee of the Graduate school of Administrative Science, Gyeongsang National University in partial fulfillment of the requirements for the degree of Master of Business Administration in July.