1) William Wells, John Burnett, Sandra Moriarty, Advertising:Principles and Practices, Second Edition, Prentice-Hall Inc., 1992. P. 10.

2) Gerald J. Gorn, "The Effects of Music in Advertising On Choice Behavior:A Classical Conditioning Approach," Journal of Marketing, Vol. 46 (Winter 1982), p. 94.

3) Richard E. Petty and John T. Cacioppo, Attitudes and Persuation:Classic and Contemporary Approaches, Dubuque, Iowa:Wm. C. Brown, 1981, pp. 255-267.

4) Ronald E. Milliman, "Using Background Music to Affect the Behavior of Supermarket Shoppers," Journal of Marketing, Vol 46(Summer 1982), p. 86 -91.

5) Ronald E. Milliman, "The Influence of Background Music on the Behavior of Restaurant Patrons," Journal of Consumer Research, Vol. 13 (September 1986), pp. 286-289.

6) C. Whan Park and s. Mark Young, "Consumer Response to Television Commercials:The Impact of Involvement and Background Music on Brand Attitude Formation" Journal of Marketing Research, Vol. 23. (February 1986), pp. 11-24.

7) Deborah J. Macinnis and c. Whan Park, "The Differential Role of Characteristics of Music on High-and Low-Involvement Consumers' Processing of Ads," Journal of Consumer Research, Vol. 18(September 1991), pp. 161-173.

8) 李守東, 尹勳鉉 공저, 현대마케팅론 제4판, 범한서적(주) 1990, pp. 11-15.

9) 이러한 가정은 Simon(1969), Norman과 Bobrow(1975), Lindsay와 Norman(1972), Slovic(1972)등의 연구에 의한 것이다.

10) James R. Bettman, An Information Processing Theory of consume rchoice, Addison-Wesldy Publishing Co. Incs., 1979, pp. 13-41.

11) William J. McGuire, "Some Internal Psychological Factors Influencing Consumer Choice," Journal of Consumer Research, Vol. 2(March 1976)), pp. 302-319.

12) 金學允, 李浩培 공저, 광고관리론, 석정, 1990. P. 366.

13) Richard E. Petty and John T. Cacioppo, op. Cit., p. 225.

14) David A. aaker, Douglas M. Stayman and Michael R. Hagerty, "Warmth in Advertising:Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Vol. 12(march 1986), pp.365-381.

15) James f. Engel, roger d. Blackwell and Paul W. Miniard, Consumer Behavior, Sixth Edition, The Dryden Press, 1990. P. 388.

16) Rajeev Batra and Michael L. Ray, "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Resrarch, Vol. 13(september 1986), pp. 234-249:Adrew A. Mitchell, "Some Issues Surrounding Research on the Effects of "Feeling Advertisements", Advances in consumer Research, Vol. 13, ed. Richard J. Luts, Prove, UT:Association for Consumer Research, 1986, pp. 623-628.

17) Marian Champman Burke and Julie A. Edell, "The Impact of Feelings on Ad-Based Affect and Cognition," Journal of Marketing Research, Vol. 26 (February 1989), pp. 69-83.

18) 金學允, 李浩培 공저, 광고관리론, 석정, 1990, p. 388.

19) Douglas M. Stayman and David a. Aaker, "Are All the Effects of Induced Feeling Mediated by Ad?" Journal of Consumer Research, Vol. 15(December 1988), pp. 368-373.

20) Meryl Paular Gardner, "Does Attitude Toward the Ad Effect Brand Attitude Under a Brand Evaluation Set?" Journal of Marketing Research, Vol. 22(May 1985a), pp. 192-198.

21) Morris B. Holbrook and John O'Shaughnessy, "The Role of Emotion in Advertising," Psychology & Marketing,1(2), 1984, pp. 45-64.

22) Scott B. MacKenzie, richard J. Lutz and George e. Belich, "The role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness:A Test of Competing Explanations," Journal of Marketing Research, Vol.13(May 1986), pp. 130-143.

23) Morris B. Holbrook and Elizabeth C. Hirschman, "The Experiential Aspects of Consumption:Consume rFantasies, Feelings, and Fun," Journal of consumer Resrarch, Vol. 9(September 1982), pp. 132-140.:Robert B. Zajonc and Hazel Markus, "Affective and Cognitive Factors in Preferences," Journal of Consumer Research, Vol. 9 (September 1982), pp. 123-131.

24) Gordon Bowe,r "Mood and Memory," american Psychologist, 36(2) 1981, pp. 129-148:Robart B. Zajonc, "Feelings and Thinking:Preferences Need noInference, " American Psychologist, 35(February 1980), pp. 1510175.

25) Julie A. Edell and Marian champman Burke, "The Power of feelings in Understanding Advertising Effects," Journal of Consuer Research, Vol. 14(December 1987), pp. 421-433.

26) Gordon bower, op. Cit., pp. 129-148.

27) Julie a. Edell and Marian champman burke, op. Cit., pp. 421-433.

28) Morris B. Holbrook and Rajeev Batr, "Assessing the role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, vol. 14(December 1987), pp. 404-420.

29) Robert B. Zajonc and Hazel Markus, op. Cit., pp. 123-131.

30) robert b. Zajonc and Richard L. Moreland, "Exposure Effects May Not Depend on Stimulus Recognition," Journal of Personality and social Psychology, vol. 37, 1979, No. 6. Pp. 1085-1089.

31) Richard e. Petty and John T. cacioppo, Attitudes and Persuation:Classic and Contemporary Approaches, Dubuque, Iowa ;Wm. C. Brown, 1981, pp. 255-267.

32) Richard E. Petty, John T. Cacioppo and David Schumann, "Central and Peripheral Routes to Advertising Effectiveness:The Moderating role of Involvement," Journal of consumer research, Vol. 10 (September 1983), pp. 135-146.

33) 徐鳳廷의 7인 공저, 심리학 개론, 박영사, 1987, p. 212.

34) Leonard W. Doob, "The behavior of Attitudes," Psychological review, 54, 1947, pp. 135-136.

35) A. W. Staats and C. K. Staats, "Attitudes Established by Classical Conditioning," Journal of abnormal and social Psychology, 47. 1958 (a), pp. 37-40.

36) Walter r. Nord and J. Paul Peter, "A Behavior Modification Perspective on Marketing," Journal of Marketing, Vol. 44 (Spring 1980), pp. 37-47.

37) william f. Brewer, "There is No Convincing Evidence for Operant of classical Conditioning in adult Humans, " In Cognition and the symbolic Processes, Eds. Walter B. Weimer and David S. Palermo, Hillsdale, NJ:Lawrence Erlbaum, pp. 1-42.

38) Chris T. Allen and Thomas J. Madden, "A Closer Look at Classical Conditioning," Journal of Consumer Research, Vol. 12(December, 1985), pp. 301-315.

39) Frances K. McSweeney and Calvin Bierley, "Recent Developments in Classical Conditioning," Journal of consumer Research, Vol. 11 (September 1984), pp. 619-631.

40) Carolyn K. Staats and Arthur W. Staats, "Meaning Established by Classical Conditioning," Journal of Experimental Psychology, 54(July 1957), pp. 74-80.

41) H. M. Miller, 양일용 역, 음악감상을 위하여, 태림출판사, 1984, p. 18.

42) 柳德熙, 음악교육론, 개문사, 1983, pp. 11-13.

43) R. Harlow, "Some Observations on the Influence of Music," Music therapy, vol. 391953), p.70.

44) J. L. Mursell, "The psychology of Music," New York:The W. W. Norton Company, 1937, p. 21.

45) Gerald J. Gorn, op. Cit., pp. 94-101.

46) Gerald J. gorn, ibid., p. 98.

47) James J. Kellaris and anthony D. Cox, "The Effects of Background Music in Advertising:A Reassessment," Journal of Consumer Research, Vol. 16(June 1989), pp. 113-118.

48) Alan G. Sawyer, "Deand Artifacts in Laboratory Experiments in Consumer Research" Journal of Consumer Research, Vol. 1. (March 1975), p. 24.

49) Chris T. Allen and Thomas J. Madden, op. cit., p. 305.

50) James J. Keliaris and Anthony D. Cox, op. cit., p. 116.

51) Calvin Bierley, Frances K. McSweeney and Renee Vannieuwkerk, "Classical Conditioning of Preferences for Stimuli " Journal of Consume rResearch, vol. 12(December 1985), pp. 316-323.

52) 이것은 이미 정교와 가능성 모델과 Park와 Young(1986)의 연구에 의해 설명된 바 있다.

53) 음악서적편집실, 새 음악통론, 일신서적공사, 1987, p. 115.

54) R. E. Nisbett and J. D. Wilson, "Telling More Than We Know:Verbal Reports on Mental Processes," Psychological Review, 84(03), 1977, pp. 231-259.

55) Frances K. McSweeney and Calvin Bierley, op. cit., pp. 619-631.

56) Chris T. Allen and Thoman J. Madden, op. cit., pp. 301-315.

57) James J. Kellaris and Anthony D. Cox, op. cit., p. 118.

58) J. Honomiche, "FCB:Day-After Recall Cheats Emotion," Advertising Age, 52(no.20), p. 2.

59) 金宰煥 가용성-극성 이론(Availability-Valence Theory)에 입각한 광고의 배경음악 효과에 대한 해석, 한국경영학회 1990년도 추계학술 연구발표논문집, 1990, pp, 381-405.

60) Calvin bierley, Frances K. McSweeney and Renee Vannieuwker, op. cit., p. 316.

61) Chris T. Allen and Thomas J. Madden, op. cit., pp. 304-305.