-주 석-

1)George E. Belch & Michael A. Belch, 'Advertising & Promotion', IRWIN, 1995. Pp. 155-160.

2)Petty R. E, Cacioppo J. T. and Schumann D., 'Central and Peripheral Routes to Advertising Effectiveness; The Moderating Role of Involvement', Journal of Consumer Research, vol. 10, September, 1983. Pp. 135-146.

3)Anand Punan and Bryan Sternthal, 'Ease of Message Processing As a Moderate of Repetition Effects in Advertising', Journal of Marketing Research, vol.27, 1990. Pp. 345-353.

4)Petty R. E, and Cacioppo J. T, 'Source Factors and the Elaboration Likelihood Model of Persuasion', Advances in Consumer Research, vol. 11, 1984. P. 669.

5)wearout effect는 아직 통일된 번역이 없어 본 논문에서는 광고효과 감퇴현상, 또는 원어 자체로 표기한다.

6)George E. Belch & Michael A. Belch, 1995, 전게서, p. 164.

7)Aaker D. A. and J. G. 'Advertising Management', 2nd ed., Englewood Cliffs, 1982, p. 402.

8)Percy L. and Rossiter J. R., 'Visual Communication in Advertising', Information Processing Research in Ad, 1985.

9)Fishbein M. and Icek A., 'Belief, Attitude, Intention and Behavior: An introduction to Theory and Research, Reading, Mass', Addison-Wesley, 1975. P. 51. 채서일, '마케팅', 학현사, 1993, 재인용.

10)꾜무 Michael J. and E. H. Bonfield, 'The Fishbein Extended Model and Consumer Behavior', Journal of Consumer Research, vol. 12, sep, 1975. Pp. 118-136.

11)Greenwald A. G., 'Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change', Psychological Foundations of Attitudes, N.Y Academic Press, 1968. Pp. 147-170. 김세범, '광고의 반복노출이 상표태도에 미치는 영향에 관한 연구', 성균관대박사학위논문, 1993. 재인용.

12)Petty R. E., Cacioppo J. T. and Schumann D., 'Central and Peripheral Routes to Advertising Effectiveness; The Moderating Role of Involvement', Journal of Consumer Research, vol. 10, September, 1983. P. 136.

13)이창우, 김상기, 곽원섭, '광고심리학', 성원사, 1989. Pp. 44-45.

14)Petty R. E, Cacioppo J. T. and Schumann D., 1983. 전게서.

15)이창우, 김상기, 곽원섭, 1989. 상게서. Pp. 47-50.

16)Allen C. T. and Y. J. Madden, 'A Closer Look at Classical Conditioning', Journal of Consumer Research, vol. 12, dec, 1985. P. 302.

17)Aaker D. A., Douglas M. Stayman and Michael R. Hagerty, 'Warmth in Advertising: Measurement, Impact, and Sequence Effects', Journal of Consumer Research, vol. 12, 1986. Pp. 365-381.

18)Berlyne D. E, 'Novelty, Complexity and Hedonic Value', Perception and Psychophysics, vol. 8, 1970. Pp. 279-286. 유창조, 안광호, '광고원론', 1998, p. 215. 재인용.

19)Zajonc R. B., 'Feeling and Thinking: Preferences Need No Inferences', American Psychologist, vol. 35, 1980. Pp. 151-175.

20)Zielske H. A., 'The Remembering and Fogeting of Advertising', Journal of Marketing, Jan, 1959. Pp. 239-243. 신화철, '반복시 광고내용의 다양성이 상표회상에 미치는 영향', 서울대 석사학위논문. 1993. 재인용.

21)J. Neiples, '광고의 효과적인 빈도', 정보여행사, 1992. Pp. 41-42.

22)Amna Kirmani, 'Advertising Repetition as a Signal of Quality : If It's Advertised So Much, Something Must Be Wrong', Journal of Advertising, 1997. Pp. 77-86.

23)Anand P. and Bryan Sternthal, 1990. 전게서.

24)Schumann D. W., Petty R. E. and D. S. Clemons, 'Predicting the effectiveness of different strategies of advertising variation: a test of the repetition-variation hypotheses'. Journal of Consumer Research. Vol. 17, 1990. Pp. 192-203.

25)Belch G. E., 'The Effects of TV Commercial Repetition on Cognitive Response', Journal of Consumer Research, vol. 9, 1982. Pp. 56-65.

26)Sandra E. Moriarty, 'Creative Advertising: Theory and Practice', 2nd ed., Englewood Cliffs, N. J. : Prentice-Hall, 1991. P. 76. 유창조, 안광호, '광고원론'. 법문사, 1998. 재인용.

27)David Ogilvy and Joel Raphaelson, 'Research on Advertising Techniques That Work and Don't Work', Harvard Business Review, July-August 1982, p. 18. 유창조, 안광호, 1998. 상게서. P. 438. 재인용.

28)Aaker D. A, Douglas M. Stayman and Michael R. Hagerty, 1986. 전게서.

29)Elizabeth C. Hirschman. 'The Effect of Verbal and Pictorial Advertising Stimuli on Aesthetic, Utilitarian and Familiarity Perception' Journal of Advertising, vol 15, 1986. Pp. 27-34.

30)Mark S. and Kenneth G. D., 'Appeals to Image and Claims About Quality: Understanding the Psychology of Advertising', Journal of Personality and Social Psychology, vol 49, 1985. Pp. 586-597.

31)Edell J. A. and Marian C. Burke, 'The Power of Feelings in Understanding Advertising Effects', Journal of Consumer Research, vol.14 Dec, 1987. Pp. 421-433.

32)김세범, '광고의 반복노출이 상표태도에 미치는 영향에 관한 연구', 성균관대, 박사학위논문, 1993.

33)Singh S. N. and Catherine A. Cole, 'The effects of Length, Content, and Repetition on TV Commercial Effectiveness', Journal of Marketing Research, vol. 30. 1993. Pp. 91-104.

34)김세범, 1993. 전게서.

35)Krugman Hebert E., 'The Impact of TV Advertising: Learning without Involvement', Public Opinion Quarterly, vol. 29, Fall, 1965. 김세범, 1993. 전게서. 재인용.

36)Petty R. E. and Cacioppo, J. T., 'Issue Involvement Can Increase or Decrease Persuasion by Enhencing Message-Relevant Cognitive Reponses', Journal of Personality and Social Psychology, vol. 37, October, 1979. Pp. 1915-1926.

37)Chaiken S., 'Heuristic versus Systematic Information Processing and the Use of Source versus Message Cues in Persuasion', Journal of Personality and Social Psychology, vol. 39, 1980. Pp. 752-766.

38)Schneider W. and Richard M. Schffrim, 'Controlled and Automatic Human Information Processing I : Detection, Search, and Attention', Psychological Review, January, 1984. Pp. 1-66. 김세범, 1993. 전게서. 재인용.

39)Craik F. M. and R. S. Lockhart, 'Levels of Processing: A Framework for Memory Research', Journaln of Verbal Learning and Verbal Behavior, vol. 11, 1972. Pp. 671-684. 김세범, 1993. 전게서. 재인용.

40)유창조, 안광호, 1998, 전게서.

41)Krugman H. E., 'An Application of Learning Theory to TV Copy Testing', Public Opinion Quarterly, vol. 26, 1962. Pp. 622-634. 이학식, 김영, '반복광고실행과 광고효과간의 관계에 대한 조정변수들의 역할', 광고연구. 1997.봄. 재인용.

42)Ray M. L. and Alan G. Sawyer, 'A Laboratory Technique for Estimating the Repetition Function for Advertising Media Models', Journal of Marketing Research, vol. 8, 1971. Pp. 20-29.

43)Sawyer A. G., 'A Laboratory Experimental Investigation of the Effects of Advertising', Unpublished doctoral dissertation, Stanford Univ. 1971. 이학식, 김영, 1997. 전게서. 재인용.

44)Ray M. L, Alan G. Sawyer and Edward C. Strong, 'Frequency Effects Revisited', Journal of Advertising Research, vol. 11, 1971. Pp. 14-20.

45)Zajonc R. B., 'Attitudinal Effects of Mere Exposure', Journal of Personality and Social Psychology Monograph Supplement, vol. 9, 1968. Pp. 1-27. 이학식, 김영, 1997. 전게서. 재인용.

46)채서일, 1993. 전게서. P. 380. George E. Belch & Michael A. belch, 1995, 전게서. P. 175.

47)McQuarrie E. F. and J. M. Munson, 'A Revised Product Involvement Inventory:Improved Usability and Validity', Advances in Consumer Research, vol.19, 1992.

48)Liu Scott S and Patricia A. Stout, 'Effects of Message Modality and Appeal on Advetising Acceptance', Psychology & Marketing, 1987.(Fall)

49)Liu Scott S. and Patricia A. Stout, 1987. 전게서.

50)반복노출 실험시 실험광고의 1회 노출시간은 서울대 신화철(1993)의 경우 5초, 성균관대 김세범(1993)의 경우는 30초였다.

51)Krugman H. E., 'Why Three Exposure May be Enough', Journal of Advertising Research, vol. 12, dec, 1987. Pp. 11-14.

52)Edell J. A and Marian C. Burke, 1987. 전게서.

53)채서일, '사회과학 조사방법론', 학현사, 1995. Pp. 237-252.

54)Jun C. Nunally, 'Psychometric Theory', New York, McGraw-Hill, 1978. P. 245.

55)채서일, 1996. 전게서. Pp. 253-268.

56)Zajonc, 1971. (재인용).