I. 국내문헌

고영복(1974), 「현대 사회 심리학」, 서울:박영사
김규환(편)(1973),「 매스 커뮤니케이션」, 서울:서울대 출판부
김금제(편)(1986),「 광고 전략의 실제」, 서울:나남출판사
김재범(1988), "광고등장인물이 광고효과에 미치는 영향에 관한 연구 - 옹호인의 특성을 중심으로", 서울대학교 대학원 석사학위논문
김정탁(1990),「 설득의 광고학」, 서울 나남출판사
류우영, '광고모델 기용의 유형별 분석',동방기획 사보,1989,10월호
리대용 & 송용섭(공저)(1985),「현대광고론」, 서울:무역경영사
맥퀘일 & 윈달(공저) 임상원(역)(1987),「커뮤니케이션 모델」 서울: 나남 출판사
문애란(1986), "의약품 광고모델의 공신력이 광고효과에 미치는 영향에 관한 연구", 중앙대학교 신문방송대학원 석사학위논문
삼희기획 마케팅 (편) (1991) ,광고전략모델, 삼회마케팅신서 2, PP.151-71
서상혁(1988), "불만족한 소비자의 부정정보 전달행위에 관한 연구", 박사학위 논문초록
양웅, "오피니언 리더를 이용한 테스티모니얼 광고의 활용 방안", 금강기획 사보, 1991.1월호, pp.33-34
오두범(1988), 「광고 커뷰니케이션 신론」, 서울:전예원
유종원(1986), "상품유형에 따른 광고모델의 효과에 관한 연구 - FCB모형과 Kelman의 이론을 중심으로 -", 고려대학교 대학원 석사 학위논문
이영혜(1987), "광고 모델의 공신력과 광고 효과에 관한 연구 - 모델 유형과 상품속성에 따른 효과차이를 중심으로", 이화여자대학교 대학원 석사학위논문
이창우, 김상기, 곽원섭(공)(1989),「광고 심리학」, 서울: 성원사
이학식, 안광호 공저(1992), 소비자 행동 - 마케팅 전략적 접근, 법문사, PP.348-372
임상원(1975), '시사정보 전파에 관한 연구', 커뮤니케이션과학, Vol. 1, 고려 대학교신문방송연구소
임상원 (역)(1987), 「커뮤니케이션 모델」, 맥퀘일 & 윈달 (공저), 서울: 나남출판사
장형익, 김흥규(역) (1991), "대인커뮤니케이션과 미디어", 커뮤니케이션 개론, 나남신서, PP.283-299
장형익(1976), '정보 전파 커뮤니케이션 연구 - 인지.보완 및 대면 커뮤니케이션을 중심으로 -', 고려대학교 대학원 석사학위논문
정해동, "광고모델의 명성이 광고효과에 미치는 영향", 광고관련논문. 광고정보, 1991.2월호, pp.60-67
지희종, '광고모델의 이론적 고찰', 사보 오리콤, 1991.11월호, pp.26-27.
차배근,「커뮤니케이션학 개론」, 서울:세영사
차배근(1977), "공신력의 개념과 그 효과에 관한 소고", 「신문 연구소 학보」 제10집
최병룡(1984), 「최신 광고론」, 서울: 박영사
황의록, '소비자 口傳커뮤니케이션에 관한 연구', 광고관련 논문,광고 정보.1990, 가을호, pp.235-259.

II. 외국문헌

Aaker, Savid A. and John G. Myers(1982), Advertising Management, 2nd ed. Englewood Cliffs, N. J. : Prentice-Hall.

Arndt, Johan(1967), "Role of Product-Related Conversations in the Diffusion of a Product", Journal of Marketing Research, 4(August), 291-5.

Assael, Henry(1988),Consumer Behavior and Marketing Action,, 3rd ed, Boston, Massachusetts: PWS-KENT & NELSON.

Bernard r. Berelson, P. F. Lazarsfeld and William N, McPhee (1954), "Voting: A Study of Opinion Formation in a Presidential Campaign", Chicago: University of Chicago Press

Bowen, L and H. Chaffee (1974), "Product Involvement and Pertinent Advertising Appeals, "Journalism Quarterly, 51, pp.613-21.

C. Atkin and M.B1ock (1983), "Effectiveness of Celebrity Endorsers", Journal of Advertising Research, 23, pp.57-61.

Charles E. Osgood (1960), "Cognitive Dynamics in the Conduct of Human Affairs", Public Opinion Quarterly, Vol.24: 341-365, 1960

C. I. Hovland, I. L. Janis and H. H. Kelly, Communication and Persuasion, (New Haven: Yale Univ. Press.1953). p. 19

C.I. Hovland and W. Weiss(1951), "The Influence of Source Credibility", Public Opinion Quarterly, 15, p.635

Dichter, Earnest(1966), "How Word-of-Mouth Advertising Works", Harvard Business Review, 44(November-December), 147-57.

D. K. Berlo & J. B. Lemert and R. J. Merts, "A Factor Analytic Study of the Dimensions of source Credibility", Paper Presented to the 1961 Convention of the SAA, New York.

Don E. Schults (1991),「효과적인 광고전략」, 서울 : 오리콤.

E. F. Shaw, "Media Credibility : Taking the Measure of Measure, "Journalism Quarterly(Summer,1973), p.309.

Everett M. Rosers and F. Floyd Shoemaker. "Communication of Innovation : A Cross - Cultural Approach", 2nd Ed.1971,New York : The Free Press, pp.206 - 208

Engel, James F., Robert J. Kegerreis and Roger D. Blackwell(1966), "Word-of-Mouth Communication by the Innovator", Journal of Marketing, 33(July), 15~9.

Elihu Katz and P. F. Lazarsfeld (1955), "Personal Influence: The Part Played by People in the Flow of Mass Communication", The Free Press, New York

E. P. Bettinghaus (1968), 「Persuasive Communication」, (N. Y. : Holt, Rinehart and Winston), p.119

H. H. Friedman and L. Friedman (1979), " Endorser Effectiveness by Product Type", Journal of Advertising Research,19, p.63

H. Johnson and J. Scileppi (1969), "Effects of Ego-involvement Conditions on Attitude Change to high and low Credibility Communicators", Journal of Personality and Social Psychology,6, pp.31-36.

H. Simon, N. Berkowitz and R. Mayer(1970), "Similarity, Credibility and Attitude Change", Psychological Bulletin, 73, pp. 1-16.

J. B. Friden (1982), "An Evaluation of Spokesperson and Vehicle Source Effects in Advertising", Current Issues and Research in Advertising, pp, 77-87.

J. B. Friden(1984), "Advertising Spokesman Effect, An Examination of Endorser Type and Gender on Two Audience", Journal of Advertising Research, 24, pp.33-41.

Jacqueline, Johnson Brown and Peter H. Reinyen (1987), "Social Ties and Word-of-Mouth Refferral Behavior", Journal of Consumer Research, 14(December), 350-62.

J. C. McCroskey (1969), 「Ethos: A Dominent factor in Persuasive Communication」, (Michigan State University), p. 1.

J. C. McCroskey, "An introduction to Rhetoric Communication" (N.J: Prentice-Hall Inc.1978), p.68

J. R. Lynn (1973), "Perception of Public Service Advertising. Source Message and Receiver Effects", Journalism Quarterly, 150, p.673.

K. Anderson and T. Clevenger (1963), "A Summer of Experimental Research in Ethos", Speech Monography, 30, pp.39-78.

L.B. Becker, R.A Marline and W.M. Towers(1976), "Media Credibility", Journalism Quarterly, 160, p.216.

L. N. Reid, B. C. Vandenberg and L. C. Soley(1981), "Does Source a Effect Response to Direct Advocacy Print Advertising", Journal of Business Research, 19, pp.309-319.

M. Birnbaum and S, Stegner(1979), "Source Credibility in Social Judgement: Bias, Expertise and Judges point of view", Journal of Personality and Social Psychology, 37, p.51.

M.J. Caballeo and p. Solomon(1982), "Effects of Model Attractive ness of Sales Response", Journal of Advertising, 13. pp.17-23.

M. L. Ray(1973), Market ins Communication and the hierarchy of effects (Beverly Hills: sage). p.164.

M. L. Ray and A.G. Sawyer (1971), "Repitition in Media Models A Laboratory Technique", Journal of Marketing Research, 8, pp.20-29.

M.W. Singletary, "Components of Credibility of a Favorable News Source", Journalism Quarterly, (summer.1976), p.318

J.G. Myers(1962), Patterns of interpersonal influence in adaptations of new products, Hass, R. M. ed., Proceedings of the American Marketing Association. Chicago: American Marketing Association, pp. 750-757.

N. Carpon and J. Hulbert (1973), "The Sleeper Effect, an Awaking", Public Opinion Quarterly, 37, pp.333-338.

Paul. F. Lazarsfeld, Bernard Berelson and Hazel Gaudet (1968), " The People's Choice", 2nd ed., Columbia Univ. Press.

P.G. Zimbardo, M. Weinsenberg and B. Levy (1965), "Communication Effectiveness in Producing Public Conformity and Private Attitude Change", Journal of Personality, 33, p.233.

P. K. Choudhury and L. S. Schmid(1974), "Black Models in Advertising to Black", Journal of Advertising Research, Vol.1, pp.19-22.

P. Secord and C.W Bookman (1966), 「social Psychology」, (N.Y. McGrow Hill),p 128

R.B. Settle and L.L. Goden(1974), "Attribution Theory and Advertiser Credibility", Journal of Marketing Research, May, pp.181-185.

R. Dholakia and B. Sternthal(1977), "High Credible Source: Persuasive Facilitator or Persuasive Liabilities", Journal of Consumer Research, March, pp.223-32.

R.M. Duran, J.E. Tell and W.0. Bearden(1979), "Racial Difference in Perception of Media Advertising Credibility", Journalism Quarterly, 173. pp.562-66.

Robert K. Merton "Patterns of Influence: A study of Interpersonal Influence and Communication Behavior in a Local Community" in P. F, Larzarsfeld and F. N. Stanton (eds), Communication research 1948-49, New York: Harper and Brothers, 1949, pp, 180-219.

R.R. Harmon and K.A.Coney(1982), "The Perspective Effects of Source Credibility in Buy and Lease Situation", Journal of Marketing Research, May, p.259.

R. Rhine and L. Severene(1970), "Ego-Involvement, Discrepance Source Credibility and Attitude Change, Journal of Personality and Social Psychology, October, pp.175-90.

R. N. Kanungo and S Psychology, October, pp.175-90.

Sheth, Jagdish N. (1971), "Word-of-Mouth in Low Risk Innovations", Journal of Advertising Research, 11 (June), 15-8.

T. A. Swarts(1984), "Relationship Between Source Expertise and Source Similarity in Advertising Context", Journal of Advertising 13, pp.49-53.

T. Block (1965), "Communication - Recipient Similarity and Decision Change", Journal of Personality and Social Psychology, 1, pp.650-654.

T.S. Meyer, "Media Credibility: The State of the Research", Public Telecommunication Review (August. 1974) p.56

Verling C. Troldahl, Robert Van Dam and George B. Rebeck, "Public Affairs Information-seeking from Expert Institutionalized Sources", Journalism Quarterly,42: 403-412,1965.

Verling C. Troldahl and R. Van Dam, "Face to Face Communication about Major Topics in the News", Public Opinion Quaterly, 29: 626-632,1965

Verling C. Troldahl, "A Field Test of A Modified Two-Step Flow of Communication Model", Public Opinion Quarterly, Vol. 30: 609-23, 1966-67.

W. B. Joseph (1989), "The Credibility of Physically attractive Communicators: A Review", Journal of Advertising, 11, pp.15-24.

W. R. Robert(1954), 「Rhetoric」, (N.Y:The Modern Library), pp.13-14

W. Weiss, "Opinion Congruence with a Negative Source on an Issues as a Factor Influencing Agreement on Another Issue", Journal of Abnormal and Social Psychology, Vol.52(1956), pp.109-114.