°¢ÁÖ

1) D. Cartwright, and A. Zender, "Group Dynamic : Research and Theory", 3rd ed., (New York : Harper and Row Publishers), 1968, p. 52

2) E. J. McCarthy, Basic Marketing 11th ed., (Homewood, IIIinois : Richard D. Irwin, Inc., ), p. 1993.

3) C.G. Walters, Ccnsumer Behavior : Theory and Practice, 3rd ed., (Homewook IIIinois : Richard D. Irwin, Inc., 1978), p. 411.

4) ±è°æµ¿, Çö´ëÀÇ »çȸÇÐ : »çȸÇÐÀû °ü½É. ¹Ú¿µ»ç, 1978, p. 299.

5) Henry Assael, Consumer Behavior and Marketing Action, 2nded., (Boston : Kent Publishing Company, 1992), p. 404.

6) R. E. Bunkrant and A. Cousineau, "Informational and Vormative Social Influence in Buyer Behavior," Journal of Consumer Research, 1975, pp. 206~215.

7) C. W. Park and V. P. Lessig, "Students and Housewives : Differences in Susceptibility to Reference Group Influence," Journal of Consumer Research, Vol. 4. 1977.

8) W. O. Bearden and M. J. Etzel, "Reference Group Influence on Product and Brand Purchase Decision," Journal of Consumer Research, Vol. 9. 1982, pp. 183~194.

9) J. E. Stafford and, A. B. Coacnougher, "Reference Group Theory. " In Kassar, H. H. and Robertson, T. S. ed., Perspectives in Consumer Behavior, Scott, Formen and Company, 1977, p.331. 10) H. Assael, Consumer Behavior and Marketing Action (Boston, Massachusetts : Kent Publishing Company, 1992), p.409.

11) C.W. Park and V. P. Lessig, op cit, p.102.

12) E.S. Bourne, "Croup Influence in Marketing and Public Relations, " in R. Likert and S. P. Hayes, Jr., (eds.), Some Application of Behavioral Research (Paris : UNECO, 1957), Cited by B. H.Enits and K.K. Cox. Marketing Classics : a selection of influential articles, 4th ed., (Boston : Allyn and Bacon, Inc., 1981), pp. 206-219.

13) E. S. Bourne, op, cit., pp. 206-219.

14) W. O. Bearden and M. J. Etzel, op. cit., pp. 183~194.

15) R. E. Witt and G. D. Bruce, "Purchase Decisions and Group Influence", Journal of Mardeting Research, Vol. VII(Now. 1970), pp. 533~535.

16) R. E. Witt and G. D. Bruce, "Group Influence and Brand Choice Congruence", Journal of Marketing Research. Vol. VII(Now, 1972), pp. 440-443.

17) J. D. Ford and E. A. Ellis, "A Reexamination of Group Influence on Member Brand Preference", Journal of Marketing Research, 1980, pp. 125-132.

18) J. E. Stafford, "Effects of Group Influences on Consumer Brand Preferences," Journal of Marketing Research, vol. III(Fed. 1966), pp. 68-75.

19) J. d. Ford and E. A. Ellis, op. cit., pp. 125-132.

20) Williams, T. G., Consumer Behavior, (ST. Paul : West Publishing Co.), 1982, pp. 10-14.

21) Bagozzi, R. P., "Marketing as Exchange", Journal of Marketing, 1975, pp. 32-33.

Wasson, C, R., Consumer Behavior, (Austin Tex. : Austin Press), 1975, p.27.

22) Belk, R. W., "The Objetcive Situation as a Determenant of Consumer Behavior", Advance in Consumer Research, 1975, pp. 427-538.

Clark, K., R. W. Belk, "The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort", Advance in Consumer Research, 1979, pp.313-318.

23) P. Kotler, Marketing Management : Analysis, Planning and Control, 8th ed., (Englewood Cliff, N. J. : Prentice-Hall), 1994, p. 174.

24) ¼Û¿ë¼·, Çö´ë¼ÒºñÀÚ Çൿ·Ð, ¹ý¹®»ç, 1993, p.30.

25) Leon Festinger, A Theory of Cognitive Dissonance, (Stanford Univ. Press. 1957), p.85.

´ÙÀ½ ÆäÀÌÁö·Î