<주 석>

1) 최병용, (1995), 『신광고론』, 서울: 박영사.

2) 이성구, (1999), 『광고 크리에이티브론』, 서울 : 나남출판, pp.21.

3) 유붕노, (1992) 『신 광고론』, 서울 : 일조각, pp.50-62

4) Lutz, R.J. (1985), "Affective and cognitive antecedents of attitude toward the Ad: A coneptual framework", In L.F. Alwitt, & A.A. Mitchell(Eds.), Psychological Processes and Advertising Effects: Theory, Research, and Application, Hillsdale, N.J.: Lawrence Erlbaum Associate Inc

5) Lutz, Ibid

6) Fishbein, M., & Ajzen, I. Belief, (1975), "Attitude, Intention, and Behavior: An Introduction to Theory and Research", Reading, Mass.: Addison - Wesley

7) Fishbein, M., & Ajzen, I. Belief, Ibid.

8) Lutz., R.J., op. cit.

9) Mitchell A.A. & Olson, J.C., (1981), "Are product attribute beliefs the only mediator of advertising effects on brand attitude", Journal of Marketing Research, p.18

10) Shimp, T.A., (1981), "Attitude toward the Ad as a mediator of consumer brand choice", Journal of Advertising

11) Mitchell A.A., & Olson, J.C., Ibid, p.20.

12) Shimp, T.A., op. cit.

13) Gardner, D.M. (1985), "Does attitude toward the AD affect brand attitude under a brand evaluation set?", Journal of Marketing Research, 22.

14) Gardner, D.M., Ibid.

15) Johar, J.S., and M. Joseph Sirgy, "Value-Expressive versus Utilttarian Advertising Appeals: When and Why to Use Which Appeal", Journal of Advertising, Vol.20(September), 1991, pp.23-24

16) Julian L. Simon, The Management of Advertising, Englewood Cliffs, N.J.,: Prentice-Hall, 1971, pp.45-46

17) Charles F. Frazer, "Creative Strategy: A Management Perspective," Journal of Advertising, Vol. 12(4), 1983, pp.36-41.

18) 오세진 역(1999), 『광고심리의 분석』, 서울: 미진사, p. 109.

19) 이진수, (1996), 「광고호소 유형과 정보처리 스타일이 소비자 반응에 미치는 영향」, 계명대학교 대학원 석사학위논문, pp.28-30.

20) Puto, C.P. & Wells, W., (1984), "Informational and transformation advertising: The different effect or time", Advertising in Consumer Research, Vol. 11, pp.638-643

21) Zieiski, H.A., (1982), "Does day-after recall penalize 'feeling' ads?", Journal of Advertising, Vol. 13.

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23) Coulson, J.S., (1984), "An investigation of mood commercials", In P. Cafferata & A.M. Tybout Health and Company

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25) 김염제, (1987), 『소비자 행동론』, 서울: 나남

26) 오두범, 전게서, p. 188.

27) 송용섭·이대룡, (1993), 『현대광고론』, 서울: 형설출판사.

28) 임종원, (1988), 『현대 마케팅론』, 서울: 법문사.

29) 이진수, 전게서, p. 35.

30) 이선영, (1994), 「광고에 대한 태도의 변화에 관한 연구」, 이화여자대학교 대학원 석사학위논문.

31) 박경배, (1990), 「광고 소구유형과 제품관여 및 자기 모니터에 따른 광고 효과」, 고려대학교 대학원 석사학위논문.

32) 김성수, (1986), 「광고소구 특성에 관한 연구」, 서울대학교 대학원 석사학위논문, p.21.

33) 강선영, (1991), 「성적소구 광고의 커뮤니케이션에 관한 연구」, 중앙대학교 대학원 석사학위논문, p. 18

34) Richman, D. & Hartman, T.P., (1982), "Sex Appeal in Advertising", Journal of Advertising Research. Vol.22, No. 5.

35) 김명삼, (1988), 「소비자의 광고 소구점 인식에 관한 연구」, 단국대학교 대학원 박사학위논문, pp.6-9

36) 김용태, (1988), 「광고메시지의 요소구조에 관한 연구」, 서울대학교 대학원 석사학위논문.

37) H.E. Krugman, (1965), "The Impact of Television Advertising Learning without Involvement", Public Opinion Quarterly, Vol. 29, Fal.

38) Rovert B. Zajonc and Hazel Markus, "Affactive and Cognitive Factors in Perferences", Journal of Consumer Research 9, September. 1982, pp.123-131

39) Krugman, Ibid.

40) 이학식 외 2인, (1998), 『소비자 행동론』 서울: 나남출판, p.231

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42) R.E. Petty, (1983) "The Role of Cognitive Reponses in Attitude Change Processes", in Cognitive Responses to Persuasion, eds, p.136

43) Petty & Cacioppo, Ibid.

44) 이학식 외, 상게서, pp.234-240

45) Arora, Ray, (1985), "Consumer Involvement: What it offers to advertising strategy", International Journal of Advertising, 4.

46) R.E. Petty, J.T. Cacioppo, & D. Schumann, op. cit, p. 189

47) R.E. Petty, and J.T. Cacioppo, (1984), "The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion", Journal of Personality and Social Psychology, Vol. 46.

48) R.L. Celsi, and J.C. Olson, (1988), "The Role of Involvement in Attention and Comprehension Processes" Journal of Consumer Research. Vol. 15(September).

49) Judith Lynne Zaichkowsky, (1994), "The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising", Journal of Advertising, vol. 23(December)

50) C. Whan Park, and S. Mark Young, (1980), "Types and Levels of Involvement and Brand Formation Process", Advances in consumer Research. Vol. 10.

51) Judith Lynne Zaichkowsky, op. cit.

52) Philip Nelson, (1974), "Advertising as Information", Journal of Political Economy, Vol. 82(July-August).

53) Philip Nelson, op. cit.

54) S.P. Raj, (1982), "The Effect of Advertising on High and Low Loyalty Consumer Segments", Journal of Consumer Research, Vol. 9(June), pp. 77-89.

55) C.W. Park, and V.P. Lessig, (1981), "Familarity and Its Impact of Consumer Decision Biases and Heuristic", Journal of Consumer Research, Vol. 8(September).

56) J.R. Bettman, and C.W. Park, (1980), "Effects of Prior Knowledge and Experience and Phase of Choice Process on Consumer Decision Process: A Protocol Analysis", Journal of Consumer Research, Vol. 7(December).

57) G.N. Punj, and R. Staelin, (1983), "A Model of Consumer Information Search Behavior for New Automobiles", Journal of consumer Research, Vol. 9(March).

58) Kevin Lane Keller, (1993), "Conceptualizing, Measuring and Managing Consumer-Based Brand Equity", Journal of Marketing, Vol. 57(January).

59) Robert J. Kent, and Chris T. Allen, (1994), "Competitive Interference Effects in consumer Memory for Advertising: The Role of Brand Familarity", Journal of Marketing, Vol. 58(July), pp.97-105

60) Daniel c. Smith, (1992), "Brand Extensions and Advertising Efficiency: What Can Cannot be Expected", Journal of Advertising Research, Vol. 31(November/December), pp.11-20.

61) Kirby Andrews, (1992), "Communications Imperatives for New Products", Journal of Advertising Research, Vol.26(October/November), pp.29-32.

62) Joe Mardese, (1991), "Rival Spots cluttering TV", Advertising Age, Vol. 16(March), p.6.

63) Kevin Lane Keller, (1993), "Conceptualizing, Measuring and Managing Customer-Based Brand Equity", Journal of Marketing, Vol. 57(January).

64) James F. Engel, David T. Kollat and Roger D. Bankwell, (1978), "Consumer Behavior", 3rd de., The Dryden Press, Hinsdale, p. 368.

65) Robert F. Kelly, (1968), "The Search componemt of the Consumer Decision Process A Theoretic Examination", Marketing Association chicago, p. 273.

66) L., Davis, A.J. Silk, (1978), "Behavior and Management Science in Marketing", New York, John Wileysons.

67) P. Kotler, (1983), "Marketing Management Analysis, Planning and Controlling", 4th ed., Prentice-Hall

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