1) 이두희, "광고에 대한 태도와 제품에 대한 태도의 상관관계에 관한 문헌적 고찰", 「광고연구」, 1990년 여름 호, pp.46-47.

2) 김완석, 권윤숙, "광고태도가 상표태도 형성에 영향을 미치는 과정에 대한 상표 친숙도의 영향", 「광고연구」, 1997년 봄 호, pp.32-33.

3) Rabindra N. Kanungo and Sam Pang, "Effects of Human Models on Perceived Product Quality", Journal of Applied Psychology, Vol.57, No.2, 1973, pp.172-178.

4) Hershey H. Friedman and Linda Friedman, "Endorser Effectiveness by Product Type", Journal of Advertising Research, Vol.19, No.5, 1979, pp.63-71.

5) 문영숙, "상품 관여도와 Celebrity Endorser의 광고효과 연구", 「광고연구」, 1990년 봄 호, p.257.

6) Karen A. Machleit and R. Dale Wilson, "Emotional Feeling and Attitude toward the Advertisement:The Roles of Brand Familiarity and Repitation", Journal of Advertising, Vol.15, No.2, 1988, pp.27-35.

7) Ibid, pp.27-35.

8) Scott B. Mackenzie, Richard J. Lutz and George E. Belch, "Attitude toward the Ad as a Mediator of Advertising Effectiveness:Determinants and Consequences", Advancers in Consumer Research, Vol.10, 1983, pp.532-539.

9) Karen A. Machleit and R. Dale Wilson, op. cit., pp.27-35.

10) R. H. Fazio and M. P. Zanna, "Direct Experience and Attitude-Behavior Consistency", Advances in Experimental social Psychology, Vol.14, pp.161-202. 김완석, 권유숙, op. cit., pp.37-38에서 재인용.

11) Joseph Phelps and Esther Thorson, "Brand Familiarity and Product Involvement Effects on the Attitude toward an Adbrand Attitude Relationship", Advances in Consumer Research, Vol.18, 1991, pp.202-209.

12) 김완석, 권윤숙, op. cit., pp.32-45.

13) Joseph Kamen, Abdul Azhari and Judit Kragh, "What a Spokesman Does for a Sponsor", Journal of Advertising Research, Vol.15, No.2, 1975, pp.17-24.

14) Robert R. Harmon and Kenneth A. Coney, "The Persuasive Effects of Source Credibility:in Buy and Lease Situations", Journal of Marketing Research, No.19, 1982, pp.255-260.

15) Charles Atkin and Martin Block, "Effectiveness of Celebrity Endorser", Journal of Advertising Research, Vol.23, No.1, 1983, pp.57-61.

16) Benoy w. Joseph, "The Credibility of Physically Attractive Communicators:A Review", Journal of Advertising, Vol.11, 1982, pp.15-24.

17) 김재범, "광고등장 인물이 광고효과에 미치는 영향에 관한 연구:옹호인(endorser)의 특성을 중심으로", 서울대 대학원 석사학위논문, 1988, p.13.

18) Lynn R. Kahle and Pamela M. Homer, "Physical Attractiveness of the Celebrity Endorser; A Social Adaptation Perspective", Journal of Consumer Research, No.11 (March), 1985, pp.954-961.

19) Michael A. Kamins, "Celebrity and Noncelebrity Advertising in a Tow-sides Context", Journal of Advertising Research, Vol.29, No.3, 1989, pp.34-42.

20) 정해동, "광고모델의 명성이 광고효과에 미치는 영향", 중앙대 신문방송대학원 석사학위논문, 1991.

21) Joseph Kamen, Abdul Azhari and Judith Kragh, op.cit., pp.17-24.

22) Hershey H. Friedman and Linda Friedman, op.cit., pp.63-71.

23) 문영숙, op.cit., pp.253-281.

24) 이영혜, "광고모델의 공신력과 광고효과에 관한 연구:모델 유형과 상품속성에 따른 효과의 차이를 중심으로", 이화여대 대학원 석사학위논문, 1988.

25) Hershey H. Friedman, Salvatore Termini, and Robert Washington, "The Effectiveness of Advertisements Utilizing Four Types of Endorsers", Journal of Advertising, Vol.6, 1977, pp.22-24.

26) S. R. Tapp and L. K. Anglin, "Endorsement and Non-endorsement Copy:the Influence of celebrity and Credibility on Two Conditions of Nonendorsement Copy", A Paper Presented at the Conference of American Academy of Advertising, 1990, Orlando, FL. 우재원, "제품 관여도에 따른 광고모델의 효과에 관한 연구", 연세대학교 대학원 석사학위논문, 1993, p.11에서 재인용.

27) Russell I. Haley, James Staffaroni and Arthur Fox, "The Missing Measures of Copy Testing", Journal of Advertising Research, Vol.34, No.3, 1994, pp.47-59.

28) Michael A. Kamins, op. cit., pp.34-42.

29) 신승철, "TV광고 효과측정에 관한 연구:감정반응 모형을 중심으로", 「광고연구」, 1991년 여름 호, pp.219-245.

30) 전달영, "유명인 모델과 일반인 모델의 광고효과 비교", 「광고연구」, 1996년 봄 호, pp.152-158.

31) 우재원, op. cit., pp.33-49.

32) Terence A. Shimp, "Attitude toward the Ad as a Mediator of Consumer Brand Choice", Journal of Advertising, Vol.10, 1981, pp.9-15.

33) Frances K. McSweeny and Calvin Bierley, "Recent Developments in Classical Conditioning", Journal of Consumer Research, Vol.11 (September), 1984, pp.619-631.

34) Cris T. Allen and Thomas J. Madden, "A Closer Look at Classical Conditioning", Journal of consumer Research, Vol.12 (December), 1985, pp.301-315.

35) Walter R. Nord and J. Paul Peter, "A Behavior Modification Perspective on Marketing", Journal of Marketing, Vol.44 (Spring), 1980, pp.36-41.

36) Gerald J. Gorn, "The Effects of Music in Advertising on choice Behavior:A Classical Conditioning Approach", Journal of Marketing, Vol.46, 1982, pp.94-101.

37) Werner Kroeber-Riel, "Activation Research:Psycobiological Approaches in Consumer Research", Journal of Consumer Research, Vol.5, 1979, pp.240-250.

38) Calvin Bierley, Frances K. McSweeney, and Renee Vannienwkerk, "Classical Conditioning of Preferences for Stimuli", Journal of Consumer Research, Vol.12 (December), pp.316-323.

39) Scott B. MacKenzie and Richard J. Lutz, "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context", Journal of Marketing, Vol.53, No.2, 1989, pp.48-65.

40) Julie A. Edell and Marian c. Burke, "The Moderating Effect of Attitude toward an Ad on Ad Effectiveness Under Different Processing conditions", Advances in Consumer Research, Vol.11, 1984, pp.644-649.

41) D. J. Messmer, "Repetition and Attitudinal Discrepancy Effects on the Affective Response to Television Advertising", Journal of Business Research, Vol.4, 1979, pp.75-93. 이두희, op. cit., pp.49-50에서 재인용.

42) Merly Paula Gardner, "Does Attitude toward the Ad Affect Brand Attitude Under a Brand Evaluation Set", Journal of Marketing Research, Vol.12 (December), 1985, pp.281-300.

43) W. Grifitt and P. Guay, "Object Evaluation and Conditioning Affects", Journal of Experimental Researc in Personality, Vol.4 (July), 1969, pp.1-8. 이두희, op. cit., p.50에서 재인용.

44) Alice Isen, Thomas Shalker, Margaret Clark, and Lynn Karp, "Affect, Accessibility of Material in memory, and Behavior:A Cognitive Loop?" Journal of Personality and Social Psychology, Vol.36 (January), 1978, pp.1-12.

45) Julie A. Edell and Marian C. Burke. op. cit., pp.644-649.

46) Andrew A. Mitchell and Jerry C. Olson, "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?", Journal of Marketing Research, Vol.18, 1981, pp.318-332.

47) Joseph M. Kamen, Abdul c. Azhari and Judit R. Kragh, op. cit., pp.17-24.

48) Hershey Friedman and Linda Friedman, op. cit., pp.63-71.

49) Ibid., p.63.

50) Ibid., pp.65-70.

51) Rajeev Batra, John G. Myers and David A. Aaker, Advertising Management, 5th ed. (NJ:Prentice Hall, 1996), p.46.

52) Jichael Birnbaum and Steven Stegner, "Source Credibility in Social Judgement:Bias, Expertise, and the Judge's Point of View", Journal of Personality and Social Psychology, Vol.37, 1979, pp.48-74.

53) Alexis S. Tan, Mass Communication Theories and Research, 2nd ed., (New York:John wiley & Sons, 1985), p.115.

54) Alexis S. Tan, op. cit., pp.115-119.

55) 임종원, 「현대마케팅 관리론」, (서울:무역경영사, 1987), p.544.

56) H. Kelman, "compliance, Identification and Internalization", Journal of Conflict Resolution, No.2, 1958, pp.51-60. 차배근, 「설득 커뮤니케이션 이론」, (서울:서울대학교 출판부, 1990), pp.390-392에서 재인용.

57) George C. Homans, Social behavior:Its Elementary Forms, (London:Routledge, 1981), p.339.