1) Richard E. Petty, John T. Cacioppo, <Attitudes anti Persuasion: Classic and Contemporary Approaches>, (Dubuque. lowa: WCB, 1981), p.41.

2) A. W. Staats, C. K. Staats, "Attitudes established by classical conditioning, " <Journal of Abnormal and Social Psychology>. Vol. 57, 1958, pp.178-185.

3) 김정탁, <설득의 광고학>. (서울: 나남. 1990), p.57.

4) 전게서, p.38.

5) 전게서, p.39.

6) 전게서, pp.40-41.