1. 김염제, 소비자행동론, (서울:나남 1987) pp.27-28.
2. 여운승, 마아케팅관리론, (서울·법문사, 1981) pp.272-273.
3. 송용섭, 현대소비자행동론, (서울:법문사, 1982) pp.44-45.
4. 박강수, 마아케팅관리론, (서울:세경사, 1986) pp.209-210.
5. 위의 책, pp.248.
6. 최병룡, 신마케팅론, (서울·박영사, 1990) pp.184-185.
7. 위의 책, pp.209-210.
8. 유필화, 현대마아케팅론, (서울:박영사, 1990) pp.92-93.
9. 위의 책, p.94.
10. 박종원, 현대마아케팅원론, (서울:법문사, 1988) pp.130-131.
11. 이우용·정구현, 마아케팅원론, (서울:형설출판사, 1990) p.136.
12. 위의 책, pp.159-160.
13. 오상락, 마아케팅관리론, (서울:박영사, 1982) p.83.

14. Philip Roller, Cary Armstrong, 최신마아케팅원론 (Marketing : An Introduction), trans. 조봉진, 윤훈현, (서울:석정, 1991) p.220.
15. J. F. Engel, R.D. Blackwell, and D.T. Kollat, Consumer Behavior, 3rd ed., (Hinsdale, Illinois : The Dryden Press, 1978) p.3.
16. Ibid., p.28.
17. J. F. Engel and R.D Blackwell, Consumer Behavior, 4th ed., (Hinsdale, Illinois, The Dryden Press, 1982) pp.24-44.
18. Gerald Zaltman, and Melanie Wallendorf, Consumer Behavior : Basic Findings and Management Implications, 2nd ed., (New York : John Wiley & Sons, 1983) pp.629-631.
19. Ibid., p.635.
20. Kotler. P., Marketing Management, Analysis, planning, Implementation and Control, 6th ed., (Englewood Cliffs : Prentice -Hall Inc., 1988) pp.188-189.
21. Abraham H. Mallow, "The Theory of Motivation, " Psychological Review (July, 1943) 99.370-396.
22. Theodore G. N. Chin, "New Product Success and Failures-How to Detect Them in Advance, " Advertising Age (September 24, 1973) pp.61-64.
23. Martin Fishbein, "Attitude and Prediction of Behavior," in Readings in Attitude Theory and Measurement, ed. Martin Fishbein (New York : John Wiley, 1967) pp.477-492. 24. James W. Taylor, "The Role of Risk in Consumer Behavior," Journal of Marketing, (April, 1974) pp.54-60.
25. D. L.Loudon, and A.J. Della Bitta, "Consumer Behavior : Concepts and Application,'2nd ed., (McGraw-Hill Inc. 1984) pp.689.
26. Ibid., pp.689-690.
27. R. L. Day, "Toward a Process Model of Consumer Satisfaction, " conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction (Boston : Marketing Science Institute, 1977) pp.163 -167.