1) J.J. Howard and J.N. Sheth, The theory of buyer behavior, new york, wiley, 1969, p. 116.

2) J.F.Engel, R.D.Blackwell and P.W.Miniard, Consumer Behavior, 5th ed. new york, the Dryden Press, 1986, p.158.

3) 崔炳龍, 소비자 만족 불만족에 관한 연구, 동국대 박사학위 논문, 1985, p.20.

4) R.L.oliver, "Measurement and education process in retail setings," Journal of retailing, vol. 57, no.3(fall, 1981), p.27.

5) P.Kotler, Marketing management: analysis, planning and control, 5th ed. new jersey, prentice hall, inc. 1984, p.157

6) Anderson은 인지된 제품성능과 기대의 불일치 효과라는 그의 논문에서4가지 심리적 이론을 다음과 같이 제시했다.

첫째, 부조화 또는 동화이론은 기대와 제품성능 사이의 어떤 불일치도 소비자 자신이 그의 기대를 좀더 일치되게 하기위해 제품에 대한 지각을 조절함으로써 그 불일치를 최소화 또는 동화시킬 것이라는 가정이다.

둘째, 대조이론은 상품에 대한 기대와 실제와의 차이를 확대시킬 것이라는 가정이다.

셋째, 일반화된 부정반응이론은 기대와 실제사이의 어떤 모순 내지 불일치가 일반화된 불쾌상태를 일으키게 되는데 그 이유는 제품이 기대와 일치된다고 느낄때보다 좋지않게 받아들이기 때문이다. 비록 제품성능이 소비자의 기대를 초과했다 할지라도 그 상품의 객관적 성능이 정상화되는 것보다는 덜 만족할 것이라는 이론이다.

마지막으로 동화-대조이론은 소비자 인지에 있어서 긍정과 부정에 대한 범위가 있다는 가설이다.

(자료:Olson J.C. and Dover, "Disconfirmation of Consumer Expectations Throuth Product Trial," Journal of Applid Psychology, Vol.64, NO.2, 1979, p.179-189)

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13) R.H.Warland, R.O.Hermann, J.Willits, op. cit., p.150.

14) E.L.Landon, "A Model of Consumer Complaint Behavior," in Consumer Satisfaction, Dissatisfaction and Complaining Behavior, ed. R.L.Day, Bloomington:Indiana University, 1977, p.32.

15) R.L.Day, E.L.Landon, "Collecting Comprehensive Consumer Complaint Date by Survery Reserch," Advances in Consumer Reserch, Vol.3, 1976, p.265.

16) M.Wall, L.E.Dickey, W.W.Talarzyk, op. cit., p.94.

17) J.G.Barnes, K.R.Kelloway, "Consumerists: Complaining Behavior and Attritudes toward social and Consumer Issues," Advances in Consumer Reserch, Vol.7, 1980, pp.330-332.

18) E.L.London, op. cit., pp.32-34

19) M.L.Richins, "Consumer Complaining Prosesses: A Comprehensive Model," In New Dimensions of Consumer Satisfaction and Complaining Behavior, ed. R.L.Day, H.K.Hunt, Bloomington:Indiana University, 1978, pp.31-32

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21) M.Wall, L.E.Dickey, W.W.Talarzyk, op. cit., pp.95-96.

22) R.L.Day, E.L.London, op. cit., pp. 265-266.

23) R.L.Day, "Modeling Choices among Alternative Responses to Dissatisfaction," Advances in Consumer Research Vil.11, 1984, p.498.

24) H.B.Thorelli, Y.R.Puri, "On Complaining in Norway and the Role of the Information Seekers," in Consumer Satisfaction, Dissatisfaction and Complaining Gehavior, ed. R.L.day, Bloomington:Indiana University, 1977, p.135.

25) E.L.London, op. cit., p.32.

26) H.B.Thorelli, Y.R.Puri, op. cit., p.136.

27) E.L.London, op. cit., p.33.

28) R.L.Day, E.L.London, op. cit., p.264.

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31) R.L. Day, K.Grabicke, T.Staubach, op. cit., p.100-102.

32) M.L.Richins, "An Investigation of Consumer' Attitudes toward Complaining", Advances in Consumer Research, Vol.9, 1982, p.503.

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Satisfaction, Dissatisfaction and Complaining Behavior, Bloomongton:Indiana University, 1977, pp.31-35.

34) 崔炳龍, 현대소비자 행동론, p.294.

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36) Hunt, James M., "Consumer Responses to Inequitable Cconomic Exchanges:An Attribution Theoretical Analysis", in Refinding Concepts and Measures of Consumer Satisfaction and Complaining Behavior, H.Keith Hunt and Ralph L.Day, eds., 1979, pp.23-26.

37) Folkes V.S., op. cit., pp.398-401.

38) Singh, Jaddip and Roy D.Howell, op. cit., p.4에서 재인용.

39) Richins, Marsha L., "An Invertigation of Consumer' Attitudes Toward Complaining, Advances in Consumer Research, Vol.9, 1982, pp.502-6.

40) Day, Ralph L., op. cit., 1984, pp.496-9.

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43) Singh, Jagdip., op. cit., p.93.

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49) Day, Ralph L., and E.Laird Landon, Jr., "Toward a Theory of Consumer Complaining Behavior," in Consumer and Industrial Buying Behavior, Arch Woodside, Jagdish Sheth, and Peter Bennett, eds. Amsterdam:North-Holland Publishing Company, 1977.

50) Richins, Marsha, op. cit. pp.68-78.

51) Singh, Jagdip, op. cit., 1988.

52) Robinson, LarryM., "Consumer Complaint Behavior: A Review with Implications for Further Research," in New dimentions of Consumer Satisfaction and Complaining Behavior, Vol.3, Ralph Day and Keith Hunt, eds. Bloomington:Indiana University, 1979, p.48.

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54) Jacoby, J. and J.J.Jaccard, op. cit., pp.8-24.

55) Singh, J., op. cit., 1988, p.104.

56) 權海壽, op. cit., 1983, pp.70-78에서 재인용.

57) 이우용, 정구현. 마아케팅 원론, 형설출판사. 1987, pp.244-245.

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