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2) 서성한, 소비자행동론 ( 서울 : 박영사, 1990 ), p. 20.

3) T·G. williams, Consumer Behavior : Fundamentals & Strategy (St. Paul, Minesota: West Publishing, 1982 ) pp. 10-14. 4) 김용만, 전게서, pp. 157-164 5) J. A. Howard & J. N. Sheth. The Theory of Buyer Behavior, : John Wiley & Sons. Inc., 1969, p. 30.

6) F. H Nicosia, Consumer Decision Process : Marketing and Advertising Implication., Englewood Cliffs, N. J. : Prentice-Hall, Inc., 1996, p. 156.

7) J. F.Engel, Roger D. Blackwell and Paul W. Miniard, Consumer Behavior, 5th, ed. The Dryden Press, 1986, p. 35.

8) 김용만, 전게서, pp. 167-169.

9) P. Kotler, Marketing Essentials, Englewood Cliffs, N. J. : Prentice-Hall, Inc.,1984, p. 109.

10) 조순 : 경제학원론 ( 서울 : 법문사, 1989 ) p. 108-111.

11) 송용섭 : 소비자 행동 (서울 : 법문사, 1987 ) p. 241.

12) R. A. Bauer , Consumer Behavior as Risk Taking, in R., S. Hanc (chicago : American Marketing Association, 1960), pp. 389.

13) Kenneth E. Runyon, Consumer Behavior (Columbus, Ohio, Bill Howell Co, 1980), p. 345.

14) 최병용, 신마아케팅론 (서울 : 박영사, 1986), p. 212.

15) P.Kotler, Marketing Management, Englewood Cliffs, Prentice Hall Inc., 1980.

16) J.F.Engel, R.D.Blacklvell and D.T.ko11at, op. cit., p. 215.

17) Kenneth E. Runyon, op. cit., pp. 347-48.

18) J.F.Engel, R.D.Blacklvell and D.T.kollat, op. cit., p. 240.

19) P.E.Green, M.Halbert and J.S.Minas "An Experiment in Information Journal of Advertising Research, 1964, pp. 17-18

20) P.Kotler, op. cit., pp. 88-93.

21) J.F.Engel, R.D.Blackwe11 and D.T.Ko11at, op. cit., p. 368.

22) 최병용, 신마케팅론 (서울 : 박영사, 1986), p. 215.

23) J.F.Engel, R.D.Blackwell and D.T.Kollat, op. cit., p. 368.

24) P.Kotler, op. cit., pp. 88-93.

25) 최병용, 新마아케팅論 (서울 : 박영사, 1986), pp. 215.

26) D.Cohen, Consumer Behavior (N.Y. : Random House, 1981), p. 413.

27) R.E.Anderson "Consumer Dissatisfaction", Journal of Marketing Research, 10. Feb., 1973, pp. 38-44.

28) 김용만, 전게서, pp. 171-175.

29) Engel, J.F. and R.D. Blackwell, Consumer Behavior, 4th ed., Dryden Press, 1982, pp. 21-40.

30) Engel. J.F. and R.D. Blackwell, op. cit., p. 38.

31) Robert J. Lavidge and Gary A. Steiner. op. cit., p. 61.

32) E.M, Rogers, Diffusion of Innovations, (New York : Free Press of Glencoe, 1962), pp. 52-56.

33) W. J, McGuire, "Personality and Attitude Change : An Information Processing Theory" in A.G. Greenwald, T. C. Brock & T. M Ostrom(Eds), Psychological Foundation of Attitude(New York : academic Press, 1960), p. 55.

34) T. S. Robertson, Innovative Behavior and Communication (Holt Rinehart, 1971), Richard Vaughn "How Advertising Works: A planning Model." Journal of Advertising Research, Vol. 20 Oct. 1980. p. 29.

35) A. A. Mitchell, "The Use of an Information Processing Approrch to Understand Advertising Effects", Advance in Consumer Research, vol. 7, 1979. p. 171.

36) F.W. Webstoe, Jr., Social Aspects of Marketing, (Englewood Cliffs, N. J. : Prentice-Ha11, 1974). p. 49.

37) Richard Vaughn, op, cit., p. 29.

38) C. H. Wolfe, "How to Use Radio and Television as Advertising Media". Barton. Advertising Handbook, (Englewood Cliffs, N. J. : Prentice Hall, 1950), pp. 52.

39) 和田可一監修, 「廣告情報의 實務」(n·p. 1971), pp. 198-199.

40) 상게서, pp. 198-199.

41) 장승훈, 「광고반복이 소비자 구매행동에 미치는 영향에 관한 연구」 (성균관대학교 대학원, 1987), pp. 39-40.

42) 상무달, 「최신광고관리」 (서울 : 법문사, 1980), pp. 69-71.

43) 상무달, 전게서. p. 70.