1. 국내문헌

박흥수, 하영원(1991), "최적광고자원 배분율 위한 광고문안 작성에 관한 연구," <성곡논총>, 8월호, pp.331-369.

반병길(1992), <마아케팅 관리론>, 서울: 박영사.

이우용, 정구현(1993), <마케팅 원론>, 서울: 형설출판사.

2. 국외문헌

Aaker, D. A., D. M. Stayman and M. R. Hagerty(1986), "Warmth in Advertising : Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Vol.12, pp.365-381.

Alba, Joseph W. and J. Wesley Hutchinson(1987), "Dimensions of Consumer Expertise," Journal of Consumer Research, Vol.13, pp.411-454.

Anderson, N. H.(1965), "Primacy Effects in Personality Impression Formation Using a Generalized Order Effects Paradigm," Journal of Personality and Social Psychology, Vol.2, pp.1-9.

---------------(1981), Foundation of Information Integration Theory, New York : Academic Press.

---------------and A. J. Farkas(1973), "New Light on Order Effects in Attitude Chance," Journal of Personality and Social Psychology, Vol.28, pp.88-93.

---------------and Seephen, Hubert(1963), "Effect of Concomitant Verbal Recall on Order Effects in Personality Impression Formation," Journal of Verbal Learning and Verbal Behavior, Vol.2, pp.258-290.

Anderson, R. C. and B. B. Biddle(1975), "On Asking People Question about What They Are Reading," In G. Bower(Ed), Psychology of Learning and Notivation, Vo. g., New YORK : Academic Press.

Antil, J. H.(1984), "Conceptuallization and Operationalization of Involvement," Advances in Consumer Research, Vol.11, pp.203-213.

Asch, Aolomon E.(1946), "Forming Impressions of Personality," Journal of Abnormal and Social Psychology, Vol.2, pp.379-391.

Assael, H.(1983), Consumer Behavior and Marketing Action, 2nd. ed., Boston, MA : Kent Publishing Co.

Batra, R. and M. L. Ray(1986), "Situational Effects of Advertising Repetition : The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, Vol.12, pp.432-445.

Benassi, M.(1982), "Effects of Order Presentation, Primacy, and Physical Attractiveness on Attributions of Evaluative Assertions on Impression Formation," Journal of Personality and Social Psychology, Vol.43, pp.48-58.

Bettman, J. R.(1986), "Consumer Psychology," Annual Review of Psychology, Vol.37, pp.257-289.

Bloch, Peter H.(1981), "An Exploration into the Scaling of Consumers' Involvement with a Product Class," Advances in Consumer Research, Vol.8, pp.61-65.

Bugelski, B. R.(1967), "Presentation Time Total Time, and Mediation of Paired-Associate Learning," Journal of Experimental Psychology, Vol.63, pp.409-412.

Burke, M. C., and J. A. Edell(1986), "Ad Reactions Over Time : Capturing in the Real World," Journal of Consumer Research, Vol.13, pp.114-118.

-----------------------------(1989), "The Impact of Feeling on Ad-Based Affect and Cognition," Journal of Marketing Research, Vol.19, pp.550-561.

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Burnkrant Robert E. and Hanumantha R. Unnava(1987), "Effects of Variation in Message Execution on the Learning of Repeated Brand Information," Advanced in Consumer Research, Vol.14, pp.173-176.

Butt, J. L. and T. L. Campbell(1989), "The Effects of Information Order and Hypothesis Testing Strategies on Auditors' Judgments," Accounting, Organizations and Society, Vol.14, pp.471-479.

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Celsi, R. L. and J. C. 01son(1988), "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Vol.15, pp.210-224.

Chamblee R., and Soley(1987), "Does Layout Affect Industrial Advertising Performance?," American Academy of Advertising Processing, pp.9-14.

Cox. D. S., and A. D. Cox(1988), "What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertising Evaluation," Journal of Consumer Research, Vol.15, pp.111-116.

Dreben, Elizabeth K., Susan T. Fiske and Reid Hastie(1979), "The Independence of Evaluative and Item Information : Impression and Recall Order Effects in Behavior Based Impression Formation," Journal of Personality and Social Psychology, Vol.37, pp.1758-1768.

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------------------------ and Charles B. Weinberg(1984), "The Impact of Comparative Advertising on Perception and Attitude : Some Positive Finding," Journal of Consumer Research, Vol.11, pp.719-727.

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Hendon, D. W.(1973), "How Mechanical Factors Affect Ad Perception," Journal of Advertising Research, Vol.13, pp.39-46.

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Huber, J. and J. McCann(1982), "The Impact of Inferential Beliefs on Product Evaluation," Journal of Marketing Research, Vol.19, pp.324-333.

Jewler, A. J.(1985), Creative Strategy in Advertising. 2nd. ed., Belmont: Wadsworth, pp.147-148.

Kahneman, Daniel and Dale T. Miller(1986), "Norm Theory : Comparing Reality to its Alternativies," Psychological Review, Vol.93, pp.136-153.

Kardes, Frank R.(1988), "Spontaneous Inference Processes in Advertising : The Effects of Conclusion Omission and Involvement on Persuasion," Journal of Consumer Research, Vol.15, pp.225-233.

---------------- and Gurumurthy Kalyanaram(1992), "Order-of-Entry Effects on Consumer Memory and Judgment: An Information Integration Perspective," Journal of Marketing Research, Vol.29, pp.343-357.

------------------------------------------, Murali Chandrshekaran and Ronald J. Dornoff(1993), "Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage," Journal of Consumer Research, Vol.20, pp.62-75.

Krugman, H. E.(1965), "The Impact of Television Advertising Learning Without Involvement," Public Opinion Quarterly, Vol.29, pp.349-356.

Laczniak, R. N., D. D. Muehling and S. Grossbart(1989), "Manipulating Message Involvement in Advertising Research," Journal of Advertising, Vol.18, pp.31-33.

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McQuarrie, Edward F. and J. Michael Munson(1987), "The Zaichowsky Personal Involvement Inventory : Modification and Extention," Advances in Consumer Research, eds., Melanic Walkendorf and Paul Anderson, Ann Arbor : Association for Consumer Research, pp.36-40.

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Mitchell, A. A.(1986), "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, Vol.13, pp.12-24.

Moriarty, S. E.(1986), Creative Advertising: Theory and Practice, Englewood Cliffs, New Jersey: Prentice Hall, pp.240-245.

Nelson, R. P.(1985), The Design of Advertising, 4th ed., Dubuque: Wm. C. Brown, pp.134-137.

Norman, D. A.(1969), Memory and Attention : An Introduction to Human Information Processing, New York : Wisey.

Obermiller, C.(1985), "Varieties of Mere Exposure : The Effects of Processing Style and Repetition on Affective Responce," Journal of Consumer Research, Vol.12, pp.17-30.

Percy, Larry and John R. Rossiter(1980), Advertising Strategy : A Communication Theory Approach, New York : Praeger Publishers.

Peterson, R. A., W. D. Hoyer and W. R. Wilson(1986), "Reflection on the Role of Affect in Consumer Behavior," In R. A. Peterson, W. D. Hoyer, and W. R. Wilson(Eds), The Role of Affect in Consumer Behavior, Lexington Mass : D. C. Hearth and Company.

Petty, R. E. and J. T. Cacioppo(1979), "Issue Involvement can Increase or Decrease Persuasion by Enhancing Message- Relevant Cognitive Responses," Journal of Personality and Social Psychology, Vol.37, pp.1915-1926.

-------------------------------(1981), "Central and Peripheral Routes to Advertising Content and Context, " Advanced in Consumer Research, Vol.8, pp.20-24.

-------------------------------(1984), "Source Factors and Elaboration Likelihood Model of Persuasion," Advanced in Consumer Research, Vol.11, pp.658-672.

-------------------------------(1986), "The Elaboration Likelihood Model of Persuasion," Advances in Experimental Social Psychology, Vol.19, pp.123-205.

------------------------------- and David Schunann(1983), "Central and Peripheral Routes to Advertising Effectiveness : The Moderating Role of Involvement," Journal of Consumer Research, Vol.10, pp.135-146.

------------, David W. Schumann, Steven A. Richman, and Alan J. Strathman(1993), "Positive Mood and Persuasion : Different Roles for Affect Under High- and Low-Elaboration Conditions," Journal of Personality and Social Psychology, Vol.64, pp.5-20.

Ratchford, Brian T.(1987), "New Insights About the FCG Grid," Journal of Advertising Research(Aug./Sep.), pp.24-30.

Ray, M. L.(1973), "Psychological Theories and Interpretations of Learning," in Consumer Behavior : Theoretical Sources, Eds., S. Ward and T. S. Robertson, Englewood Cliffs, NJ : Prentice-Hall Inc.

Read, Stephen J.(1983), "Once is Enough : Causal Reasoning From a Signle Instance," Journal of Personality and Social Psychology, Vol.45, pp.68-83.

Reid, L. N., J. Rotfeld. and J. H. Barnes(1984), "Attention to Magazine Ads as Function of Layout Design," Journal Quarterly, pp.439-441.

Rethans, A. J., J. L. Swasy and L. J. Marks(1986), "Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length : A Test of the Tow-Factor Model," Journal of Marketing Research, Vol.23, pp.50-61.

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Sawyer, A. G.(1981), "Repetition, Cognitive Responses, and Persuation," In R. E. Petty, T. M. Ostrom, & T. C. Brock(Eds.), Cognitive Responses to Persuasion, Hillsdle, N.J. : Lawrence Erlbaum Associates.

-------------(1988), "Can There be Effective Advertising Without Explicit Conclusions? Decide for Yourself," in Nonverbal Communication in Advertising, eds. Sidney Hocker and David W. Stewart, Lexington, MA : Lexington, pp.159-184.

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Shimp, T. A.(1981), "Attitude toward the Ad as a Mediator of Consumer Brand Choice," Journal of Advertising, Vol.10, pp.1-15.

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Stang, D. J.(1975), "The Effects of Mere Exposure on Learning and Affect," Journal of Personality and Social Psychology, Vol.31, pp.7-13.

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---------------------------(1989), Memory and Cognition in Its Social Context, Hillsdale, NJ : Lawrence Erlbaum Associates.

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