제1장

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

2) B. J. Caller and B. Sternthal(1980), "Television Commercial Wearout : An Information Processing View," Journal of Marketing Research, Vol.17, pp.173-186.

3) David W. Schumann, Richard E. Petty and D. Scott Clemons(1990), "Advertising Variation : A Test of the Repetition-Variation Hypotheses," Journal of Consumer Research, Vol.17, pp.192-202.

David A. Aarker, Rajeev Batra, John G. Meyers(1993), Advertising Management, 4rd. Prentice-Hall, Englewood Cliffs, NJ., pp.180-187.

4) J. Lee, McCullough and Thomas M. Ostrom(1974), "Repetition of Highly Similar Message and Attitude Change," Journal of Applied Psychology, Vol.58, pp.395-397.

5) Robert E. Burnkrant 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.

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

7) David W. Schumann, Richard E. Petty and D. Scott Clemons(1990), op. cit., pp.192-202.

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

9) Douglas L. Medin and Brian H. Ross(1992), Cognitive Psychology, Harcourt Brace Jovanovich, pp.427-483.

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

11) Abraham S. Luchins(1957), "Primacy-Recency in Impression Formation," in The Order of Presentation in Persuasion, ed. Carl I. Hovland et al., New Haven, CT : Yale University Press, pp.242-245.

Ralph H. Stewart(1965), "Effect of Continuous Responding on the Order Effect in Personality Impression Formation," Journal of Personality and Social Psychology, Vol.1, pp.161-165.

N. H. Anderson, and Hubert, Seephen(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.

12) Larry Percy and John R. Rossiter(1980), Advertising Strategy : A Communication Theory Approach, New York : Praeger Publishers, pp.263-268.

13) N. H. Anderson and Seephen, Hubert(1963), op. cit., pp.258-290.

Elizabeth K. Dreben, 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.

14) Abraham S. Luchins(1957), op. cit., pp.242-245.

15) Elizabeth K. Dreben, Susan T. Fiske and Reid Hastie(1979), op. cit., pp.1758-1768.

16) ibid., pp.1758-1768.

17) Robin M. Hogarth and Hillen, J. Einhorn(1992), "Order Effects in Belief Updating: The Belief-Adjustment Model," Cognitive Psychology, 24, pp.1-55.

제2장

18) W. D. Wells, Burnett, J. and Moriaty, S.(1989), Advertising : Principles and Practice, Prentice-Hall Int., Inc., pp.76-82.

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

20) R. A. Peterson, Hoyer, W. D. and Wilson, W. R.(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., pp.174-178.

21) R. B. Zajonc,(1986), "Basic Mechanisms of Preference Formation," in The Role of Affect in Consumer Behavior, Peterson, Hoyer, and Wilson, (eds), Lexington, MA : Lexington Books, pp.1-16.

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

23) B. J. Calder and B. Sternthal(1980), "Television Commercial Wearout : An Information Processing View," Journal of Marketing Research, Vol.17, pp.173-186.

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

A. Sawyer(1981), "Repetition, Cognitive Responses, and Persuasion," In R. E. Petty, T. M. Ostrom, & T. C. Brock(Eds.), Cognitive Responses to Persuasion, Hillsdle, N. J. : Lawrence Erlbaum Associates., pp.85-93.

24) R. E. Petty, Cacioppo, J. T.(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.

25) B. J. Calder and B. Sternthal(1980), op. cit., pp.173-186.

26) R. Batra, and Ray, M. L.(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.

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

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

28) A. J. Rethans, Swasy, J. L. and Marks, L. J.(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.

29) D. M. Stayman and Aaker, D. A.(1988), "Are all the Effects of Ad-Induced Felings Mediated by Aad?," Journal of Consumer Research, Vol.15, pp.368-373.

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

31) D. M. Stayman and Aaker, D. A.(1988), op. cit., pp.368-373.

32) R. E. Petty, Cacioppo, J. T.(1984), "Source Factors and Elaboration Likelihood Model of Persuasion," Advanced in Consumer Research, Vol.11, pp.668-672.

33) David W. Schumann, Richard E. Petty and D. Scott Clemons(1990), op. cit., pp.192-202.

34) J. Lee McCullough and Thomas M. Ostrom(1974), "Repetition of Highly Similar Message and Attitude Change," Journal of Applied Psychology, Vol.58, pp.395-397.

35) Robert Grass and Wallace H. Wallace(1969), "Satiation Effects of Television Commercials," Journal of Advertising Research, Vol.9, pp.3-8.

36) Robert E. Burnkrant and Hanumantha R. Unnava(1987), op. cit., pp.173-176.

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

38) David W. Schumann, Richard E. Petty, and D. Scott Clemons(1990), op. cit., pp.192-202.

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

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

41) A. G. Sawyer(1988), op. cit., pp.302-311.

42) C. I. Hovland and W. Mandell(1952), "An Experimental Comparison of Conclusion-Drawing by the Communicator and by the Audience," Journal of Abnomal and Social Psychology, Vol.47, pp.581-588.

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

44) S. J. Burke(1990), "The Effects of Missing Information on Decision Strategy Selection," Advanced in Consumer Research, Vol.17, pp.250-256.

45) Richard F. Yalch and Rebecca Elmore Yalch(1984), "The Effects of Numbers on the Route to Persuasion," Journal of Consumer Research, Vol.11, pp.522-527.

46) P. L. Wright(1980), "Message-Evoked Thought : Persuasion Research Using Though Verbalization," Journal of Consumer Research, Vol.7, pp.151-175.

47) G. Gorn 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.

Walker, Beth A., Jogn L. Swasy and Arno J, Retghans(1986), "The Impact of Comparative Advertising On Perception Formation in New Product Introductions," Advanced in Consumer Research, Vol.13, pp.684-693.

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

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

Mita, Sujan(1985), "Consumer Knowledge : Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Vol.12, pp.31-46.

49) ibid., pp.31-46.

50) David W. Schumann, Richard E. Petty and D. Scott Clemons(1990), op. cit., pp.192-202.

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

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

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

53) ibid.

54) R. P. Nelson(1985), op. cit., pp.17-28.

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

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

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

58) 박흥수, 하영원(1991), op. cit., pp.331-369.

59) Douglas L. Medin and Brian H. Ross(1992), Cognitive Psychology, Harcourt Brace Jovanovich, pp.112-121.

60) Abraham S. Luchins(1957), "Primacy-Recency in Impression Formation," in the Order of Presentation in Persuasion, ed. Carl I. Hovland et al., New Haven, CT : Yale University Press, pp.242-245.

Ralph H. Stewart(1965) , "Effect of Continuous Responding on the Order Effect in Personality Impression Formation," Journal of Personality and Social Psychology, Vol.1, pp.161-165.

N. H. Anderson, and Hubert, Seephen(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.

61) Larry Percy, and Rossiter, John R.(1980), Advertising Stratege : A Communication Theory Approach, New York : Praeger Publishers, pp.263-268.

62) Robin M. Hogarth, and Hillen, J. Einhorn(1992), op. cit., pp.1-55.

63) N. H. Anderson(1981), foundation of Information Integration Theory, New York : Academic Press, pp.88-93.

64) Larry Percy and Rossiter, John R.(1980), op. cit., pp.302-311.

65) N. E. Miller, and Campbell, D. T.(1959), "Recency and Primacy in Persuasion as a Function of the Timing of Speeches and Measurements," Journal of Abnormal and Social Psychology, Vol.59, pp.1-9.

66) Elizabeth K. Dreben, , Fiske, Susan T., and Hastie, Reid(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.

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

68) N. H. Anderson, and Hubert, Seephen(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.

Ralph H. Stewart(1965), "Effect of Continuous Responding on the Order Effect in Personality Impression Formation," Journal of Personality and Social Psychology, Vol.1, pp.161-165.

69) N. H. Anderson, and Hubert, Seephen(1963), op. cit., pp.258-290.

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

70) Abraham S. Luchins(1957), "Primacy-Recency in Impression Formation," in The Order of Presentation in Persuasion, ed. Carl I. Hovland et al., New Haven, CT : Yale University Press, pp.242-245.

71) Elizabeth K. Dreben, fiske, Susan T., and Hastie, Reid(1979), op. cit., pp.1758-1768.

72) Abraham S. Luchins(1957), op. cit., pp.242-245.

73) R. S. Wyer and T. K. Srull(1986), "Human Cognition in Its Social Context," Psychological Review, Vol.93, pp.322-359.

74) R. S. Wyer and T. K. Srull(1989), Memory and Cognition in Its Social Context, Hillsdale, NJ : Lawrence Erlbaum Associates, pp.69-75.

75) C. W., Sherif, M. Sherif, and R. E. Nebergall(1965), Attitude and Attitude Change, Philadelphia, PA : Saunders, pp,257-264.

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

77) M. L. Ray(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., pp.146-152.

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

79) P. L. Wright(1973), "The Cognitive Processes Mediating Acceptance of Advertising," Journal of Marketing Research, Vol.10, pp.53-62.

80) Richard E. Petty, John T. Cacioppo, and David Schumann(1983), op. cit., pp.354-359.

81) Charles T. Salmon(1987), "Perspectives on Involvement in Consumer and Communication Research," in Progress in Communication Science, Eds., Brenda Dervin and Melvin J. Voigit, Norwood : ABLEX Publishing Corporation, pp.244-268.

제3장

82) R. E. Petty and J. T. Cacioppo(1981), "Central and Peripheral Routes to Advertising Content and Context," Advanced in Consumer Research, Vol.8, pp.20-24.

R. E. Petty and J. T. Cacioppo(1984), "Source Factors and Elaboration Likelihood Model of Persuasion," Advanced in Consumer Research, 11, pp.668-672.

R. E. Petty and J. T. Cacioppo(1986), "The Elaboration Likelihood Model of Persuasion," Advances in Experimental Social Psychology, 19, pp.123-205.

83) R. E. Petty and J. T. Cacioppo and David Schumann(1983), "Central and Peripheral Routes to Advertising Effectiveness : The Moderating Role of Involvement," Journal of Consumer Research, Vol.10, pp.135-146.

84) Douglas L. Medin and Brian H. Ross(1992), op. cit., pp.180-186.

85) Robin M. Hogarth and Hillen, J. Einhorn(1992), op, cit., pp.1-55.

86) W. M. Goldstein and H. J. Einhorn(1987), "Expression Theory and the Preference Reversal Phenomena," Psychology Review, Vol.94, pp.236-254.

Hillen, J. Einhorn and Hogarth, Robin M.(1981), "Behavioral Decision Theory : Processes of Judgment and Choice," Annual Review of Psychology, Vol.32, pp.53-88.

87) Larry, Percy and John R. Rossiter(1980), op. cit., pp.263-268.

88) N. E. Miller, and Campbell, D. T.(1959), op. cit., pp.1-9.

89) N. H. Anderson(1965), op. cit., pp.1-8.

90) N. H. Anderson and Seephen, Hubert(1963), op. cit., pp.258-290.

Ralph H. Stewart(1965), op. cit., pp.161-165,

91) R, S. Wyer and T. K. Srull(1986), op. cit., pp.322-359.

R, S. Wyer and T. K. Srull(1989), op. cit., pp.250-263.

92) Abraham S. Luchins(1957), op. cit., pp.242-245.

93) R. E. Petty and J. T. Cacioppo and David Schumann(1983), op. cit., pp.136-146.

94) C. I. Hovland and W. Mandell(1952), "An Experimental Comparison of Conclusion-Drawing by the Communicator and by the Audience, Journal of Abnormal and Social Psychology, Vol.47, pp.581-588.

제4장

95) Percy, Larry and John R. Rossiter(1980), op. cit., pp.263-268.

96) N. H. Anderson(1965), op. cit., pp.1-9.

97) Ralph H. Stewart(1965), op. cit., pp.161-165.

98) Robin M. Hogarth and Hillen, J. Einhorn(1992), op. cit., pp.1-55.

99) R. S. Wyer and T. K. Srull(1986), op. cit., pp.322-359.

R. S. Wyer and T. K. Srull(1989), op. cit., pp.250-245.

100) Abraham S. Luchins(1957), op. cit., pp.242-245.

제5장