1) 리대룡, 이명천(편저), 현대사회와 광고, 증보판(서울: 나남출판사, 1988), p.96.

2) 임종원, 현대마케팅 관리론, 무역경영사, 1987, p.536.

3) Ibid., p.537.

4) Dik Warren Twedt, "How to Plan New Products, Improve Old Ones an Create Better Advertising," Journal of Marketing, Jan. 1969, pp.53-55: 임종원, op.cit., p.543에서 재인용

5) Ibid., pp.479-481.

6) Zaltman, G. and Walendorf, M., Consumer Behavior: Basic Finding and Management Implications, 2nd ed., New York, John Wiley and Sons, Inc., 1983, p.240.

7) Menasco, M. and Barton, P. "Threats and Promise in Advertising Appeals," Advances in Consumer Research, Vol.11, 1984, pp.221-227.

8) Berelson, B. and Steiner, G.A. Human Behavior, New York, Harcourt, Brace & World, 1964, p.552.

9) Janis, I.L. and Feshbach, S., "Effects of Fear-Arousing Communications," Journal of Abnormal and Social Psycology, Vol.48, 1953, pp.78-92.

10) Leventhal, H. and Singer, R.P., "Affect Arousal and Positioning of Recommendation in Persuasie Communications," Journal of Personality and Social Psychology, Vol.4, 1966, pp.137-146.

11) Leventhal, H. Watts, J.C., and Pagano, F., "Effects of Fear and Instructions on How to Cope with Danger," Journal of Personality and Social Psychology, Vol.1, 1965, pp.313-321.

12) Dabbs, J.M., Jr. and Leventhal, H. "Effect of Varying the Recommendation in A Fear-Arousing Communications," Journal of Personality and Social Psychology, Vol.4, 1966, pp.523-531.

13) Leventhal, H., Jhones, S., and Trembly G., "Sex Differences in Attitude and Behavior Change under Conditions of Fear and Specific Instruction," Journal of Experimental Social Psychology, Vol.2, 1966, pp.387-399.

14) Dewolfe, A.S. and Geoverndale, C.N., "Fear and Attitude Change," Journal of Abnormal and Social Psychology, Vol.69, 1964, pp.119-123.

15) Feingold, P.C. and Knapp, H.L., "Anti-Drug Abuse Commercial," Journal of Communication, Vol.20, 1977, pp.20-28.

16) Leventhal, H. and Watts, J.C., "Sources of Resistance to Fear-Arousing Communications on Smorking and Lung Cancer," Journal of Personality, Vol.34, 1966, pp.155-175.

17) Janis, I., "Effects of Fear Arousal on Attitude Change: Recent Developments in Theory and Experimental Research," in L. Berwitz, ed., Advances in Experimental Social Psychology, New York, Academic Press, Vol.3, 1967, pp.167-225.

18) Ray, M. and W. Wilkie, "fear: The Portential of on Appeal Neglected by Marketing," Journal of Marketing, Vol.34, Jan., 1970, pp.54-62.

19) Leventhal, H. "Finding and Theory in the study of Fear Communications," in L. Borkowitz, ed., Advances in Experimental Social Psychology, Vol.5, New York, Academic Press, 1970, pp.119-186.

20) Roger, R.W., "A Protection Motivation Theory of Fear Appeals and Attitud Change," The Journal of Psychology, Vol.91, 1975, pp.91-114.

21) 한희영, 마케팅관리론 (서울: 나남출판사, 1982), p.601.

22) Ray, M. and W. Wilkie, op.cit., p.60.

23) J.F.Engel, R.D.Blackwelll and D.T.Kollat, Consumer Behavior, 2nd ed.(New York: The Dryden Press, 1978), p.26.

24) 오두범, 광고커뮤니케이션 신론(서울: 전예원, 1988), p.450

25) Burnett, J.J. and Oliver, R.L., "Fear Appeal Effects in the Field: Segmentation Approach," Journal of Marketing Research, Vol.16, May, 1979, pp.181-190.

26) 오두범, "위협적 커뮤니케이션의 설득효과 - 관여를 제3변인으로 하여," 석사학위논문(서울대학교 대학원, 1973), pp.63-64.

27) 리대용, 이명천(편저), 현대사회와 광고, 증보판(서울: 나남출판사, 1988), pp.159-163.

28) W.G, McGuire, op. Cit., pp.1130-1145.

29) M.Ray and W.Wilkie, "Fear: The Potential of an Appeal Neglected b Marketing," Journal of Marketing, Vol.34, (Jan. 1970), pp.54-56.