각주 - 광고정보센터

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각주


1


1)
金東基
,
현대마아케팅

원론
,
박영사
, 1984, p.596.

2)
申寅燮
,
한국광고사
,
나남
, 1986, p.23.

3) Delozier, M. Wayne, The Marketing Communications Process, McGrau
-
Hill Kogakusa, Ltd., 1976,
pp.6
-
7.

4) Engel, James F., Roger D. Blackwell, & Paul W. Miniard, Consumer Behavior,
5th ed., 1986,
p.202.

5)
金東基
, "
광고환경
",
광고연감

'83, (

)
제일기획
, 1983, p.144.

6) Fishbein, Martin, and Icek Ajzen, Belief, Attitude, Intention and Behavior : An Introduction
to Theory and Research, Addison
-
Wesley Publishing Co., 1975, pp.451
-
452.

7) McGuire, Willi
am J., "The Nature of Attitudes and Attitude Change", in G. Lindzey and E.
Aronson ed. The Hand Book of Social Psychology, 2nd ed., Vol.3, Addison_Wesley, 1969, pp.136
-
314.

8) Lavidge, Rpbert J. & Gray A. Steiner, "A Model for Predictive Measurements of Ad
vertising
Effectiveness", Journal of Marketing Vol.25, (Oct. 1961), pp.59
-
62.

9) Palda, Kristian S., "The Hypothesis of a Hierarchy of Effects : A Patial Evaluation", Journal
of Marketing Research, Vol.3, (Feb. 1966), pp.13
-
21.

10) Fishbein & Ajzen, op.cit
., pp.457
-
509.

11) Ibid., p.389.

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

Petty, Richard E., Thomas M. Ostrom & Timothy C. Brock, Ed., Cognitive Persp
ectives in
Persuasion, Lawrence Erlbaum Associates, 1981.

13) Petty, Richard E. & John T. Cacioppo, Attitudes and Persuasion : Classic and Contemporary
Approaches, Wm. C. Brown Co., 1983, pp.255
-
269.

14) Chaikin, S., "Heuristic Versus Systematic Informatio
n Processing and the Use of Source
Versus Message Cues in Persuasion", Journal of Personality and Social Psychology, Vol.39:5,
(1980), pp.752
-
766.

15) Schneider, Walter, & Richard M. Shiffrin, "Controlled and Automatic Human Information
Processing : I. Det
ection, Search, and Attention", Psychological Review, Vol.84:1, (1977), pp.1
-
66.

Shiffrin, R.M. & Walter Schneider, "Controlled and Automatic Human Information Processing : II.
Perceptual Learning, Automatic Attending, and a General Theory", Psychological
Review, Vol.84:2,
(1977), pp.127
-
190.

16) Craik, Fergus I.M. and Robert S. Lockhart, "Levels of Processing : A Framework for Memory
esearch", Journal of Verbal Learning and Verbal Behavior, Vol.11, (1972), pp.671
-
684.

Craik, Fergus I.M. and Endel Tulving,
"Depth of Processing and the Retention of Words", Journal
of Experimental Psychology : General, Vol.104, 1975, pp.268
-
294.

17) Park, C. Whan & Gordon W. McClung, "Program Impact on Consumer Reactions to Commercials",
Forthcoming.

18) Holbrook, Morris B., a
nd William L. Moore, "Feature Interactions in Consumer Judgements of
Verbal versus Pictorial Presentation", Journal of Consumer Research, Vol.8, (Jun. 1981), pp.103.

19) Bagozzi, Richard P. Causal Models in Marketing, John Wiley & Sons, 1980, Chapter 2, pp
.32
-
62.

20) Kirk, Roger E. Experimental Design : Procedure for the Behavioral Sciences, 2nd ed., 1982,
Chapter 11, pp.489
-
569.

Winer, B.J., Statistical Principles in Experimental Design, 2nd ed., McGraw
-
Hill Book Co., 1971.
Chapter 7 and 8, pp.514
-
684

Kepp
el, Geoffrey, Design & Analysis : A Researcher's Handbook, 2nd ed., Prentice
-
Hall, Inc.,
1982. Part 2.

21) Fishbein & Ajzen, op. cit., pp.118
-
120.

22) Kerlinger, Fred N., Foundations of Behavioral Research, 3rd ed., Holt, Rine
-
Hart and Winston,
Inc., 1986,


7

, pp.347
-
387
참조
.

23) Freedle, Roy, "The Need for a Cross
-
Cultural Perspective", in, John H. Harvey, ed.,
Cognition, Social Behavior and the Environment, Lawrence Erlbaum Associates, 1981, pp.571
-
573.


2


1)
金東基
,
현대마아케팅원론
,
박영사
, 1984, p.594.

2) Bolen, Wil
liam H., Advertising 2nd ed., John Wiley & Sons, 1984, p.4.

3) Thorelli, Hans B. & Jack L. Engledow, "Information Seekers and Information Systems : A Policy
Perpective", Journal of Marketing, Vol.44, (Spring 1980), pp.17.

4) Lautman, Martin R., & Larry Per
cy, "Cognitive and Affective Responses in Atribute
-
based
Versus End
-
Benefit Oriented Advertising", Advance in Consumer Research, Vol.X, (1984), pp.11
-
17.

5)
趙韓雄
,
尹善吉

공역
,
효과적인

광고관리
(Colley, Russell H, Defining Advertising Goals for
Measured Advertising Result),
열린책들
, 1987, p.51.

6) Engel, Blackwell, & Miniard, op. cit., pp.471
-
485.

Petty & Cacioppo, Attitudes and Persuasion, pp.69
-
80.

Aaker, David A. & John G. M
yers, Advertising Management, 2nd ed., Prence
-
Hall Inc., 1982,
pp.271
-
289.

7) Hansen, Flemming, "Psychological Theories of Consumer Choice", Journal of Consumer Research,
Vol.3, (Dec. 1976), pp.117
-
118.

8) Slovic, Paul, Baruch Fischoff and Sarah Lichtenste
in, "Behavioral Decision Theory", Annual
Review of Psychology, Vol.28, (1977), pp.1.

9) Wells, William D., "Phychographics : A Critical Review", Journal of Marketing Research,
Vol.12, (May 1975), pp.196
-
213.

10) Bass, Frank M., "The Theory of Stochastic Pr
eference and Brand Switching", Journal of
Marketing Research, Vol.11, (Feb. 1974), pp.1
-
20.

11) Green, Paul E. & Yoram Wind, Multiattribute Decisions in Marketing : A Measurement approach,
The Dryden Press, 1973.

12) Wilkie, William L. & Edgar A. Pessemier
, "Issues in Marketing's Use of Multi
-
AttributekAttitude Models", Journal of Marketing Research, Vol.10, (Nov. 1973), pp.428
-
441.

13) Bettman, Imformation Processing Theory of Consumer Choise.

14) Coren, Staley, Clare Porac & Lawrence M. Ward, Sensation an
d Perception Academic Press, 1979,
pp.7
-
9.

15) Harris, Richard Jackson, Ed., Information Processing Research in Adverting, Lawrence Erlbaum
Associates, 1983, pp.5
-
7.

16) Ibid., p.8.

17) Batra, Rajeev, "Affective Advertising : Role, Processes, and Measureme
nt", in Robert A.
Peterson, Wayne D. Hoyer, & William R. Wilson, ed. The Role of Affect in Consumer Behavior :
Emerging Theories and Applications, Lexington Books, 1986, p.53.

18) Mitchell, Andrew A. & Jerry C. Olson, "Are Product Attribute Beliefs the Onl
y Mediators of
Advertising Effects on Brand Attitudes", Journal of Marketing Research, Vol.18:3, (1981),
pp.318
-
322.

19) Hirschman, Elizabeth C., & Michael R. Solomon, "Utilitarian, Aesthetic, and Familiarity
Responses to verbal Versus Visual Advertisement
s", Advance in Consumer Research, Vol.11, (1984),
pp.426
-
438.

20) Nisbett, Richard & Lee Ross, Human Inference : Strategies and Shortcomings of Social
Judgement, Prentice
-
Hall, 1980, p.45.

21) Neisser, Ulric, Cognitive Psychology, Prentice
-
Hall, Inc., 1967
.

22) Paivio, Allan, Mental Representations : A Dual Coding Approach, Oxford University Press,
1986, pp.56
-
58.

23) Einhorn, Hillel J. & Robin M. Hogarth, "Behavioral Decision Theory : Processes of Judgement
and Choice", Annual Review of Psychology, Vol.32,

(1981), pp.62.

Biehal, Gabriel and Dipankar Chakravarti, "Consumers' Use of Memory and External Information in
Choice : Macro and Micro Perspectoves", Journal of Consumer Research, Vol.12(Mar. 1986), pp.383.

24) Bettman, James R., "Memory Factors in Consu
mer Choice : A Review", Journal of Marketing,
Vol.43, (Spring, 1979), pp.37.

25) Bettman, Information Processing Theory of Consumer Choice, pp.151
-
155.

26) Norman, Donald A., Memory and Attention : An Introduction to Humane Information Processing,
2nd ed.,

John Wiley & Sons, Inc., 1976, p.71.

27) Schneider, Walter, & Richard M. Shiffrin, "Controlled and Automatic Human Information
Processing : I. Detection, Search, and Attention", Psychological Review, Vol.84:1, (1977),
pp.51
-
52.

Shiffrin, R.M. & Walter Sch
neider, "Controlled and Automatic Human Information Processing : II.
Perceptual Learning, Automatic Attending, and a General Theory", Psychological Review, Vol.84:2,
(1977), pp.155
-
168.

28) Mackenzie, Scott B., "The Role of Attention in Mediating Mediating

the Effect of Advertising
on Attribute Importance", Journal of Consumer Research, Vol.13, (1986), pp.178.

29) Fisk, Susan T. & Shelley E. Taylor, Social Cognition, Addison
-
Wesley Publishing Co., 1984,
pp.190
-
191.

30) Mackenzie, op. cit., pp.187
-
188.

31) T
aylor, Shelley E. and Suzanne C. Thompson, "Stalking the Elusive 'Vividnessness' Effect",
Psychological Review, Vol.89, (Mar. 1982), pp.155
-
181.

32) Festinger, Leon & Nathan Maccoby, "On Resistnace to Persuasive Communications", Journal of
Abnormal and Soc
ial Psychology Vol.68, 1964, pp.359
-
366.

33) Mackenzie, op. cit. pp.178
-
179.

34)
韓敏熙

&
민태기
, "
설득자

신뢰성과

주의분산효과
",
마아케팅연구

3:1,
한국마아케팅학회
, 1988,
pp.106
-
108.

35) Nelson, James E. Calvin P. Duncan & Nancy T. Frontczak, "The Distraction Hypothesis and
Radio Advertising", Journal of Marketing, Vol.49, (Winter 1985), pp.60
-
61.

36) Lindsay, Peter
H. & Donald A. Norman, Human Information Processing.

李寬鎔
,
李泰
#
,
鄭福善
,
공역

심리학개론

:
인간의

정보처리론
,
법문사
, 1974, pp.115
-
117.

37) Palmer, Stephen E., Visual Perception and World Knowledge : Notes on a Model of Sensory
-
Cognitive Interaction", in Donald A. Norman, David
E. Rumelhart, & the LNR Research Group,
Explorations in Cognition, H.W. Freeman and Company, 1975, pp.295
-
296.

38) Shiffrin, R.M. & R.C. Atkinson, "Storage and Retrieval Processes in Long
-
Term Memory",
Psychological Review, Vol.76:2, (1969), pp.179
-
181.

39
)
金慶麟


,
인지심리학
(Wessells, Michael Go., Cognitive Psychology),
중앙적성출판사
, 1984,
p.63.

40) Edell, Julie Ann Carstens. The Information Processing of Pictures in Print Advertisements,
Unpublished Ph. d. Dissertation, Graduate School of Industrial Administration, Ca
rnegie
-
Mellon
University, 1982, pp.5
-
6.

41) Crowder, Robert G., Principles of Learning and Memory, Lawrence Erlbaum Associates, 1976,
pp.69
-
70.

42)
金慶麟


,
전게서
, pp.174
-
179.

43) Norman, op. cit., p.124.

44) Craik, Fergus I.M. and Endel Tulving, "Depth of Pro
cessing and the Retention of Words",
Journal of Experimental Psychology : General, Vol.104, 1975, pp.290
-
292.

45) Baddeley, Alan D., "The Trouble with Levels: A reexamination of Craik & Lickhart's Framework
for Memory Research", Psychological Review, Vol.8
5(May 1978), pp.140
-
147.

Nelson, Thomas O., "Repetition and Depth of Processing", Journal of Verbal Learning and Verbal
Behaior, Vol.16, (1977), pp.160
-
67.

46) Collins, Allan M. and Elizabeth F. Loftus, "A Spreading
-
Activation Theory of Semantic
Processing
", Psychological Review, Vol.83, (1975), pp.407
-
428.

47) Anderson, John R., Cognitive Psychology and Its Implications, W.H. Freeman and Co., 1980,
pp.222
-
245.

48) Norman, op. cit., pp.187
-
189.

49) Wickelgren, Wayne A., "Human Learning and Memory", Annual R
eview of Psychology, Vol32,
(1981), pp.22
-
28.

50) Bower, Gordon, h., "Mood and Memory", American Psychologist, Vol. 36:2, (1981), pp.134
-
135.

51) Hayes
-
Roth, Barbara, "Evolution of Cognitive Structures and Processes", Psychological Review,
Vol.84:3, (1977)
, pp.260
-
278.

52)
명제적

표상에

대해서는

Pylyshyn(1973, 1981) : Norman & Rumelhart(1975, 1


2

,


11

) :
이관용



2

(1974, 10
장과

11

),
상이적

표상에

대해서는

Paivio(1969, 1978, 1986) :
Kosslyn(1981) : Anderson(1978)


참조하기

바람
.

53) Paivio, Allan, Mental Representations : A Dual Cod
ing Approach, Oxford University Press,
1986, pp.53
-
83.

54) Paivio, Allan, "A Dual Coding Approach to Perception and Cognition" in Herbert I. Pick, jr.
& Elliot Saltzman ed. Modes of Perceiving and Processing Information, John Wiley & Sons, 1978,
pp.44
-
47.

55) Luts, Kathy A. and Richard J. Luts, "The Effects of Interactive Imagery on Learning :
Application to Advertising", Journal of Applied Psychology, Vol.62, (Aug. 1977), pp.493
-
498.

56) Bower, Gordon, h., & Martin B. Karlin., "Depth of Processing Pictures

of Faces and
Recognition Memory", Journal of Experimental Psychology, Vol.104:4, (1974), pp.751
-
757.

57) Kosslyn, Stephen M., Keith J. Holyoak & Catherine S. Huffman, "A Processing Approach to the
Dual Coding Hypothesis", Journal of Experimental Psycholog
y : Human Learning and Memory, Vol.2:3,
(1976), pp.223
-
233.

58) Nelson, Douglas Lee, & Valerie S. Reed, "On the Nature of Pictorial Encoding : A Levels
-
of
-
Processing Analysis", Journal of Experimental Psychology : Human Learning and Memory, Vol.2:1,
(1976)
, pp.49
-
57.

59) Lutz, Richard J. & John L. Swasy, "Integrating Cognitive Structure and Cognitive Response
Approaches to Monitoring Communications Effects", Advance in Consumer Research, Vol.IV, (1977),
pp.393.

60) Peak, H., "Psychological Structure and Psy
chological Activity", Psychological Review, Vol.65,
1958, pp.325
-
347.

61) Young, S & B. Feigin, "Using the Benefit Chain for Improved Strategy Formulation", Journal
of Marketing, Vol.39, 1975, pp.73.

Grey Benafit Chain


Hal Lee
경영자문회사에

의해서

고안된

기법으로
,
상품과

상품속성을

기술하고



소비자들이

개별적으로

상ㅍㄱ을

묘사케



후에
,
다시

앞의



편익에서

두가지의

추가적인

편익을

묘사케하여

상품
-
관련적



정감적

편익을

유도한다
.
이들을

분석하여

언급된

빈도
,
소비자들의

마음속에서

어떻게

결합되어지는가
,


편익에

대해서

원속성으로부터의

거리나

돌출성
,
이들

편익을

전달하는데

적합한

언어등을

파악하는

기법이다
.

62) Myers, James H. &

Allan D. Shocker, "The Nature of Product
-
Related Attributes", Research in
Marketing, Vol.5, 1981, pp.212
-
228.

63) Olson, Jerry C. & Thomas J. Reynolds, "Understanding Consumers Cognitive Structures :
Implications for Adverting Strategy", in Larry Percy &
Arch G. Woodside, Ed. Adverting and
Consumer Psychology, Lexington Books, 1983, pp.77
-
90.

64) Ibid., p.85.

65) Holbrook, Morris B., "Beyond Attitude Structure : Toward the Informational Determinants of
Attitude", Journal of Marketing Research, Vol.15, (Nov
. 1983), pp.545.

66) Fishbein & Ajzen, op. cit., pp.131
-
135.

67)
고차적

신념은

대상물과



대상물의

속성간에

형성된

연합에

대한

주관적

확률이

1


가까운

신념을

지칭하며
,
소비자들은

통상적으로

외부의

원천에

귀인되는

기존정보에

대한

강한

개인적

관심이

없기

때문에

직접적인

경험에

의해서

획득된

신념은

보다

강력하고

확신을

갖고

유지되며

태도전개에

강력한

정보적

기초를

제공한다
.

68) Fishbein
& Ajzen, op. cit., pp.150
-
155.

69) Finn, David W., "The Information Response Model", Journal of Advertising Vo.13:1, 1984,
pp.28.

70) Ibid., p.30.

71) Holbrook, op. cit., pp.545
-
556.

72)
이하에서

논의된

태도개념의

발전과정은

주로

Petty, Ostrom, & Brock, Ed. Cognitive Respons
es
in Persuasion



1
장을

참조하였음
.

73) Ostrom, Thomas M., "The Emergence of Attitude Theory : 1930
-
1950", in Greenwald, Brock, &
Ostrom, ed., Psychological Foundations of Attitudes, Academic Press, 1968, 1950
년대

이후에

전개된

이론들은

7
가지의

접근법으로

군집화될



있다
.
이들의

각각에

대해서는

Pe
tty, Richard E. &
John T. Cacioppo, Attitudes and Persuasion : Classic and Contemporary Approaches, W.C. Brown
Company Publishers, 1981,

1
장에서


8
장까지에서

논의되어

있다
.

74) Day, George S., Buyer Attitudes and Brand Choice Behavior, The Free Press, 1970, pp.40
-
47.

Day, George S., "Theories of Attitude Structure and Change", in Scott Ward & Thomas S. Robertson
ed. Consumer ehavior : Theoretical Sources, Prentice
-
Hall, Inc. 1973, pp.310
-
322.

75) Greenwald, Anthony G., "On Defining Attitude and Attitude Theory", in Gre
enwald, Brock, &
Ostrom, ed., Psychological Foundations of Attitudes Academic Press, 1968.

76) Fishbein & Ajzen, op. cit., p.216.

77) Lutz, Richard J. "Changing Brand Attitudes Through Modification of Congnitive Structure",
Journal of Consumer Research, Vo
l.1, (May 1975), pp.45
-
59.

78) Ibid., p.57.

79) Lutz, Richard J. "And Experimental Investigation of Causal Relations Among Cognitions,
Affect, and Behavioral Intention", Journal of Consumer Research, Vol.3, (Mar. 1977), p.204 &
p.206.

80) Dickson, Peter R.

& Paul W. Miniard, "A Further Examination of Two Laboratory Tests of
Extended Fishbein Attitude Model", Journal of Consumer Research, Vol.4, (Mar. 1978), pp.261
-
266.

81) Osgood, Charles E., George J. Suci, & Percy H. Tannenbaum, The Measurement of Meaning
,
University of Illinois Press, 1957.

82) Ostrom, Thomas M., "The Relationship Between the Affective, Behavioral and Cognitive
Components of Attitude", Journal of Experimental Social Psychology, Vol.5, 1969, pp.12
-
30.

83) Kothandapani, Virupaksha, "Validat
ion of Feeling, Beliefs and Intention of Avt as Three
Components of Attitude and Their Contributions to Prediction of Contraceptive Behavior", Journal
of Personality and Social Psychology, Vol.19, (1971), pp.240
-
250.

84) Krech, David & Richard S. Crutchfie
ld, Theory and Problems of Social Psychology, McGrawi
-
Hill Book Co., 1948, p.152.

85) Triandis, Hary C., Interpersonal Behavior, Brooks/Cole, 1977.

86) Bagozzi, Richard P. & Robert E. Burnkrant, "Attitude Organization and the Attitude
-
Behavior
Relationship
", Journal of Personality and Social Psychology, Vol.37, (1979), pp.913
-
929.

Bagozzi, Richard P. & Robert E. Burnkrant, "Attitude Measurement and Behavior Change : A
Reconsideration of Attitude Organization and Its Relationship to Behavior, Advance in Cons
umer
Research, Vol.6, (1978), pp.295
-
302.

Bagozzi, Richard P., Alice M Tybout, C. Samuel Craig & Brian Sternthal, "The Construct Validity
of the Tripartite Classification of Attitudes", Journal of Marketing Research, Vol.16, (1979),
pp.88
-
95.

87) Bagozzi,
Richard P., "A Field Investigation of Causal Relations Among Cognitions, Affect,
Intentions, and Behavior", Journal of Marketing Research, Vol.19, (1982), pp.562
-
583.

Bagozzi, Richard P., "Attitudes, Intentions, and Behavior : A Test of Some Key Hypotheses
",
Journal of Personality and Social Psychology, Vol.41:1, (1981), pp.607
-
627.

88) Fishbein & Ajzen, Belief, Attitude, Intention, and Behavior.

89) Triandis, Interpersonal Behavior.

90) Bagozzi, "A Field Investigation of Causal Relations Among Cognitions,
Affect, Intentions,
and Behavior", p.581.

91) Burnkrant, Robert E. & Thomas J. Page, Jr., "An Examination of the Convert gent,
Discriminant, and Predictive Validity of Fishbein's Behavioral Intention Model", Journal of
Marketing Research, Vol.19, (1982), p
p.550
-
561.

92) Batra, Rajeev "Affective Advertising : Role, Processes, and Measurement", in Robert A.
Peterson, Wayne D. Hoyer, & William R. Wilson, ed. The Role Affect in Consumer Behavior :
Emerging Theories and Applications, Lexington Books, 1986, pp.53
-
85.

Batra, Rajeev, and Mitchael L. Ray, "Affective Responses Mediating Acceptance of Advertising",
Journal of Consumer Research, Vol.13, (Sept. 1986), pp.234
-
249.

93) Fishbein & Ajzen, op. cit., p.11, Footnote2.

94) Mitchell, Andrew A. & Jerry C. Olson, "
Are Product Attribute Beliefs the Only Mediators of
Advertising Effects on Brand Attitudes", Journal of Marketing Research, Vol.18:3, (1981),
pp.318
-
322.

95) Park, C. Whan & S. Mark Young, "Consumer Response to Television Commercials : The Impact of
Involb
ement and Background Music on Brand Attitude Formation", Journal of Marketing Research,
Vol.23, (1986), pp.11
-
24.

96) Lutz, Richard J. & John L. Swasy, "Integrating Cognitive Structure and Cognitive Response
Approaches to Monitoring Communications Effects"
, Advance in Consumer Research, Vol.IV, (1977),
pp.365.

97) Olson, Jerry C. and Andrew A. Mitchell, "The Process of Attitude Acquisition : The Value of
A Developmental Approach to Consumer Attitude Research Advance in Consumer Research, Vol.2,
(1975), pp.2
49
-
246.

98) Petty, Richard E. & John T. Cacioppo, Attitudes and Persuasion : Classic and Contemporary
Approaches, Wm. C. Brown Co., 1983, p.225.

99) Petty, Richard E., Thomas M. Ostrom, & Timothy C. Brock, "Historical Foundations of the
Cognitive Response
Approach to Attitudes and Persuasion" in Petty, Ostrom, & Brock, ed.
Cognitive Responses in Persuasion, Lawrence Erlbaum Associates, Inc., 1981, p.13.

100) Brock, Timoth C. & Sharon Shavitt, "Cognitive
-
Response Analysis in Advertising", in Larry
Percy & Ar
ch G. Woodside ed., Advertising and Consumer Psychology, D.C. Heath and Company, 1983,
pp.92
-
93.

101) Wright, Peter L., "Message
-
Evoked Thoughts : Persuasion Research Using Thought
Verbalizations", Journal of Consumer Research, Vol.7(Sept. 1980), pp.151.

1
02) Ostrom, Thomas M., "Theoretical Perspectives in the Analysis of Cognitive Responses", in
Richard E. Petty, Thomas M. Ostrom, & Timothy C. Brock, ed., Cognitive Responses in Persuasion,
Lawrence Erlbaum Associates inc., 1981, pp.284
-
285.

103) Cacioppo,
John T., Stephen G. Harkins, & Richard E. Petty, "The Nature of Attitudes and
Cognitive Responses and Their Relationships to Behavior", in Petty, Ostrom, & Brock, ed.
Cognitive Responses in Persuasion, Lawrence Erlbaum Associates, Inc., 1981, p.37.

104) Gr
eenwald, Anthony G., "Cognitive Response Analysis : An Appraisal", in Petty, Ostrom, &
Brock, ed. Cognitive Responses in Persuasion, pp.129
-
129.

105) Greenwald, Anthony G., "Cognitive Response Analysis : An Appraisal", in Petty, Ostrom, &
Brock, ed. Cognit
ive Responses in Persuasion, pp.129
-
129.

106) Edell, Julie A. & Andrew A. Mitchell, "The Mediating Effect of Product Class Familarity
upon Cognitive Responses to Advertising", Advances in Consumer Research, 1978.

106) Greenwald, Anthony G., "Cognitive Lear
ning, Cognitive Response to Persuasion, and Attitude
Change", in Greenwald, Brock, & Ostrom ed., Psychological Foundations of Attitudes, Academic
Press, 1968, p.149.

107) Perloff, R.M. & Timothy C. Brock, "And Thinking Makes It So", in M.E. Roloff & G.R. M
iller,
ed., Persuasion : New Directions in Theory and Research, Sage Publications, 1980.

108) Markus, H., "Self
-
Schemata and Processing Information About the Self", Journal of
Personality and Social Psychology, Vol.35, (1977), pp.63
-
78.

109) Krugman, H.E.,

"The Measurement of Advertising Involvement", Pbulic Opnion Quarterly,
Vol.30, 1967, pp.583
-
596.

Greenwald, Anthony G. and Clark Leavitt, "Audience Involvement in Advertising : Four Levels",
Journal of Consumer Research, Vol.11, (June 1984), pp.581
-
592.

1
10) Wright, op. cit., p.152.

111) Cacioppo, Jogn T. & Curt A. Sandman, "Psychological Functioning, Cognitive Responding, and
Attitude", in Petty, Ostrom, & Brock, ed., Cogntive Responses in Persuasion, Lawrence Erlbaum
Associates, Inc., pp.81
-
103.

112)
인지적

반응에

대한

자료의

획득방법에

대해서는

Wright


"Message
-
Evoked Thought" pp.156
-
161


Ericsson & Simon


Protocol Analysis : Verbal Reports as Data,

5
장을

참조하기

바람
.

113) Ericsson, K. Anders & Herbert A. Simon, Protocol Analysis : Verbal Reports as Data, The MIT
Press, 1984
, pp.109
-
168.

114) Douglas, Susa P., C. Samuel Craig & Jean
-
Philippe Faire, "Protocols in Consumer Research :
Problems, Methods, and Uses", Research in Marketing, Vol.5, Jai Press Inc., (1981), pp.42
-
44.

115) Wright, "Message
-
Evoked Thoughts", p.153.

116)
Bettmen, J.R. & C.W. Park, "Implications of A Constructive View of Choice for Analysis of
Protocol Data : A Coding Scheme for Elements of Choice Processes", Advances in Consumer Research,
Vol.7, 1980, pp.148
-
153.

Wright, Peter & Peter Rip, "Product Class A
dvertising Effects on First
-
Time Buyer's Decision
Strategies", Journal of Consumer Research, Vol.7, 1980, pp.176
-
188.

117) Wright, Peter L., "The Cognitive Processes Mediating Acceptance of Advertising", Jaketing
Research, Vol.10, 1973, pp.53
-
62.

118) Caci
oppo, Harkins, & Petty, op. cit., pp.41
-
44.

119) Ibid., p.42.

120) Brock, Timothy C., "Communication Discrepancy and Intent to Persuade as Determinants of
Counterargument Production", Journal of Experimental Social Psychology, Vol.3, 1967, p.301.

121) Wrig
ht, "The Cognitive Processes Mediating Acceptance of Adevtising", p.62.

122) Edell, Julie Ann Carstens. The Information Processing of Pictures in Print Advertisements,
Unpublished Ph. d. Dissertation, Graduate School of Industrial Administration, Carnegie
-
Mellon
University, 1982, p.48.

123) Olson, Jerry C., Daniel R. Toy & Philip A. Dover, "Do Cognitive Responses Mediate the
Effects of Advertising Contents on Cognitive Structure?", Journal of Consumer Research, Vol.9,
(1982), pp.251, Foot note 4.

124) Wrigh
t, "Message
-
Evoked Thoughts", p.153.

124) Edell, op. cit., pp.84
-
88.

125) Olson, Jerry C., Daniel R. Toy & Philip A. Dover, "Mediating Effects of Cognitive Responses
to Advertising on Cognitive Structure", Advance in Consumer Research, Vol.V, (1978), pp.72
-
78.

126) Krugman, Herbert E., "The Measurement of Advertising Involvement", Public Opinion quarterly,
Vol.30, (1967), pp.583
-
596.

127) Cacioppo, Harkins, & Petty, op. cit., p.43.

128) Lutz & Swasy, op. cit., p.368.

129) Greenwald, Anthony G., "Cognitive L
earning, Cognitive Response to Persuasion, and Attitude
Change", in A.G. Greenwald, T.C. Brock, & T.M. Ostrom ed., Psychological Foundations of
Attitudes, Academic Press, 1968.

130) Fishbein, Martin & Isaac Ajzen, "Attitudes and Opnions", Annual Review of
Psychology, 1972,
pp.487
-
544.

131)
태도변화의

전략으로서의

능동적

참여에

대한

고전적

연구들은

Fishbein & A


Belief, Attitude,
Intention and Behavior,

10
장에

상세하게

논의되어

있음
.

132) Greenwald, Anthony G. R.D. Albert, "Acceptance and Recall of Improvised Arguements",
Journal of Personality and Social Psychology, Vol.8, (196
8), pp.31
-
34.

133) Wright, "The Cognitive Processes Mediating Acceptance of Advertising", pp.53
-
62.

134) Ibid., p.56.

135) Greenwald, op.cit.

136) Cacioppo, Harkins, & Petty, op. cit., p.43.

137)
도식은

특정

개념이나

특정

형태의

자극에

대한

조직화된

지식을

나타내는

인지적

구조로
,
개념의

어떤

속성들과

타속성들간의

관계

모두를

포함한다
.
이러한

도식은

"Scripts", "frames", "themes"
등이라고도

불리운다
.
이에

대한

논의는

Susan T. Fiske & Shelley E. Taylor


Social Cognition,
Addison0Wesley Publishing 4,

6
장에

상세하게

논의되어

있다
.

138) Petty, Richard E., & John T. Cacioppo, Attitudes and Persuasion : Cl
assic and Contemporary
Approaches, W.C. Brown Company Publishers, 1981, p.221.

139) Edell, op. cit., pp.91
-
94.

140) Wright, & Rip, op. cit.

141) Edell, op. cit., pp.49
-
50.

142) Batra, Rajeev, "Low Involvement" Message Reception
-
processes and Advertising Im
plications,
Unpublished Ph. d. Dissertation, Graduate School of Business, Stanford University, 1983, pp.17
-
62.

143) Cacioppo, Harkins, & Petty, op. cit., p.48.

144) Ibid, p.49.

145) Hass, R. Glen, "Effects of Source Characteristics on Cognitive Responses a
nd Persuasion",
in Petty, Ostrom & Brock, ed., Cognitive Responses in Persuasion, Lawrence Erlbaum Associates,
Inc., 1981, pp.162
-
163.

146) Ibid.

147) Wright, Peter L., "The Cognitive Processes Mediating Acceptance of Advertising", pp.57
-
58.

148) Osterhous
e, Robert A. & Timothy C. Brock, "Distraction Increases Yielding to Propagenda by
Inhibiting Counterarguing", Journal of Personality and Socialy, Vol.15, pp.344
-
358.

149) Wright, Peter, "Message
-
Evoked Thought : Persuasion Research Using Thought Verbalizat
ions",
p.162.

150) Sternthal, Brian, Ruby Dholakia, & Clark Leavitt, "The Persuasive Effect of Source
Credibility : Tests of Cognitive Response", Journal of Consumer Research, Vol.4, 1978, pp.252
-
260.

151) Ibid.

152) Ibid.

153) Osterhouse, Robert A. & Timo
thy C. Brock, "Distraction Increases Yielding to Propaganda by
Inhibiting Counterarguing", journal of Personality and Social Psychology, Vol.15, 1970, pp.344
-
358.

154) Olson, Jerry C., Daniel R. Toy, & Philip A. "Do Cognitive Responses Mediate the Effects
of
Advertising Content on Cognitive Structure?", Journal of Consumer Research, Vol.9, 1982, pp.245
-
262.

155) Ibid.

156) Ibid.

157) Belch, George E., "The Effects of Telelvision Commercial Repetition on Cognitive Response
and Message Acceptance", Journal of

Consumer Research, Vol.9, 1982, p.62.

158) Lingle, John H. & Thomas M. Ostrom, "Principles of Memory and Cognition in Attitude
Formation", in Petty, Ostrom, & Borck, ed., Cognitive Responses in Persuasion, Lawrence Erlbaum
Associates, 1981, pp.399
-
400.

15
9) Wright, Peter, "Consumer Chice Strategies : Simplifying Vs. Optimizing", Journal of
Marketing Research, Vol.12, 1975, pp.60
-
61.

160) Bettman, James R., An Information Processing Theory of Consumer Choice, Addison
-
Wesley
Publishing Co., 1979, pp.209
-
210
& pp.176
-
185.

161) Gilson, Christopher & Harold W. Berkman, Advertising : Concepts and Strategies, Random
House, Inc., 1980, pp.471
-
473.

162) Tauber, Edward M., "Shed the Faith, Baby", Journal of Advertising Research, Vol.22:1, 1982,
p.9.

163) Petty, Richa
rd E. & John T. Cacioppo, Attitudes and Persuasion : Classic and Contemporary
Approaches, W.C. Brown Co. Publishers, 1981, pp.59
-
94.

164) Norman, Donald A., Memory and Attention : An Introduction to Human Information Processing,
2nd ed., 1976.

165) Gibson,

Lawrence D., "Not Recall", Journal of Advertising Research, Vol.23:1, 1983, p.42.

166) Greenwald, Anthony G., "Congitive Learning, Congitive Response to Persuasion, and Attitude
Change", in Greenwald, Brock, & Ostrom, ed., Psychological Foundations of Att
itudes, Academic
Press, 1968, pp.147
-
170.

167) Gibson, "Not Recall", pp.42
-
43.

168) Ross, Harold L., Jr., "Recall versus Persuasion : An Answer", Journal of Advertising
Research, Vol.22:1, 1982, pp.13
-
16.

169) Petty, Richard E. & John T. Cacioppo, "Issue I
nvolvement Can Increase or Decrease
Persuasion by Enhancing Message
-
Relevant Cognitive Responses", Journal of Personality and Social
Psychology Vol.37:10, 1979, pp.1922
-
23.

170) Caioppo, John T. & Richard E. Petty, "Effect of Message Repetition and Positio
n on
Cognitive Response, Recall, and Persuasion", Journal of Personality and Social Psychology,
Vol.137:1, 1979, pp.97
-
109.

171) Fiske, Susan T. & Shelley E. Taylor, Social Cognition, Addison
-
Wesley Publishing Co., 1984,
p.236.

172) Dreben, Elizabeth K., S
usan T. Fiske, & Reid Hastie, "The Independence of Evaluative and
Item Information : Impression and Recall Order Effects in Behavior
-
Based Impression Formation",
Journal of Personality and Social Psychology, Vol.37:10, 1979, pp.1758
-
1768.

173) Ibid.

174) W
right, "Consumer Choice Strategies", pp.60
-
67.

175) Fiske, & Taylor, op. cit., pp.236
-
237.

176) Ibid, pp.238
-
239.

177) Lingle, John H., Nehemia Geva, Thomas M. Ostrom, & Michael R. Leippe, "Thematic Effects of
Person Judgements on Impression Organization",

Journal of Personality and Social Psychology,
Vol.37:5, 1979, pp.674
-
687.

178) Ibid, p.685.

179) Lingle, John H. & Thomas M. Ostrom, : Retrieval Selectivity in Memory
-
Based Impression
Judgements", Journal of Personality and Social Psychology. Vol.37:2, (1
979), pp.180
-
194.

180) Ibid.

181) Lingle, John H., Janet M. Dukerich & Thomas M. Ostrom, "Accessing Information in Memory
-
Based Impression Judgements : Incongruity Versus Negativity in Retrieval Selectivity", Journal
of Personality and Social Psychology. V
ol.44:
2
,

1983, pp.262
-
272.

182) Reyes, R.M., W.C., Thompson, & G.H. Bower, "Judgemental Biases Resulting from Differing
Availability of Arguments", Journal of Personality and Social Psychology, Vol.39, 1980, pp.271
-
281.

Sherman, S.J., K.S. Zehner, J. Johns
on, & E.R. Hirt, "Social Explanation : The Role of Timing,
Set, and Recall on Subjuctive Likelihood Estimates", Journal of Personality and Social
Psychology, Vol.44, 1983, pp.1127
-
1143.

183) Lichtenstein, Meryl & Thomas K. Srull, "Conceptual and Methodolog
ical Issues in Examing the
Relationship Between Consumer Memory and Judgement", in Linda F. Alwitt & Andrew A. Mitchell,
ed., Psychological Processes and Advertising Effects, Lawrence Erlbaum Associates, 1985, pp.113
-
128.

184) Ibid, pp.117
-
120.

185) Srull,

Thomas K., "The Effect of Subjective Affective States on Memory and Judgement",
Advance in Consumer Research, Vol.11, 1984, pp.530
-
533.

186) Loken, Barbara, and Ronald Hoverstad, "Relationships Between Information Recall and
Subsequent Attitudes : Some Ex
ploratory Fidings", Journal of Consumer Research, Vol.12, (Sept.
1985), pp.155
-
167.

187) Beattie, Ann E. & Andrew A. Mitchell, "The Relationship Between Advertising Recall and
Persuasion : An Experimental Investigation", in Linda F. Alwitt & Andrew A. Mitc
hell, ed.,
Psychological Processes and Advertising Effects, Lawrence Erlabum Associates, 1985, pp.129
-
155.


3


1) Hendon, Donald Wayne, "How Mechanical Factors Affect Ad Perception", Journal of Advertising
Research, Vol.13:4, 1973, pp.39
-
45.

2) Holbrook, M
orris B., and William L. Moore, "Feature Interactions in Consumer Judgements of
Verbal versus Pictorial Presentation", Journal of Consumer Research, Vol.8, (Jun. 1981), pp.103.

3) Paivio, Allan, Mental Representations : A Dual Coding Approach, Oxford Unive
rsity Press, 1986.

4) Bugelski, B.R., "Words and Things and Images", American Psychologist, Vol.25, 1970, pp.1002
-
1012.

5) Paivio, op. cit., pp.23
-
24.

6) Pinker, Steven, "Visual Cognition : An Introduction", in S. Pinker, ed., Visual Cognition,
The MIT Pre
ss, 1986, pp.36
-
37.

7) Bugelski, op. cit., p.1002.

8) Pinker, op. cit., p.38.

9) Lutz, Kathy & Richard J. Lutz, Imagery
-
Eliciting Strategies : Review and Implications of
Research", Advance in Consumer Research Vol.5, 1978, p.611.

10) Childers, Terry L., Mi
chael J. Houston, "Conditions for a Picture
-
Superiority Effect on
Consumer Memory", Journal of Consumer Research, Vol.11, 1984, p.o, op. cit., p.10.

12) Kosslyn, Stephen Michael, "The Medium and the Message in Mental Imagery : A Tehory",
Psychological Revi
ew, Vol.88:1, 1981, pp.49
-
52.

13) Pylyshyn, Zenon W., "What the Mind's Eye Tells the Mind's Brain : A Critique of Mental
Imagery", Psychological Bulletin, Vol.80:1, 1973, p.12.

14) Ibid., p.5.

15) Anderson, John R. & Gordon H. Bower, ed., Human Associative

Memory : A Brief Edition,
Lawrence Erlbaum Associates, 1980, pp.198
-
199.

16) Pylyshyn, Zenon W., "The Imagery Debate : Analgue Media Versus Tacit Knowledge",
Psycological Reciew, Vol.88:1, 1981, pp.35
-
41.

17) Crowder, Robert G. Principles of Learning and
Memory, Lawrence Erlbaum Asscoiates, 1976,
pp.97
-
120.

18) Pinker, op. cit., p.39
-
43.

19) Anderson, John R., "Arguments Concerning Representations for Mental Imagery", Psyvhological
Review, Vol.85:4, 1978, pp.270
-
275.

20) Kieras, David, "Beyond Pictures and

Words : Alternative Information
-
Processing Moedls for
Imagery Effects in Verbal Memory", Psychological Bulletin, Vol.85:3, 1978, p.537.

21) Ibid.

22) Podgorny, P. & R.N. Shepard, "Functional Representation Common to Visual Perception and
Imagination", Jou
rnal of Experimental Psychology : Human Perception and Performance, Vol.4, 1978,
pp.21
-
35.

23)nke, Roanld A., "Levels of Equivalence in Imagery and Perception", Psychological Review,
Vol.87:2, 1980, pp.114
-
115.

24) Ibid., pp.130
-
131.

25)
李寬鎔



4



,
인지심리학
(
Cohen, Gullian, The Psychology of Cognition 2nd Ed.),
법문사
,
1984, p.75.

26) Dhilders, Terry L. & Michael J. Houston, "Imagery Paradigms for Consumer Research :
Alternative Perspectives from Cognitive Psychology", Advance in Consumer Research, Vol.10, 1983,
p.59.

27) Ibid.

28) Lutz & Lutz, "Imagery
-
Eliciting Strategies", p.611.

29)
성영신

&
김완석
, "
소비자정보과부하

현상에

대한

역동적

연구

:
정보의

양과

물리적

특성의

효과
",
한국심리학회지
, Vol.6:1, 1987, p.39.

30) Alesnadrini, Kathryn Lutz, "Strategies That Influence Memory for Advertising Communicatio
ns",
in Richard Jackson Harris, ed., Information Processing Research in Advertising, Lawrence Erlbaum
Associates, 1983, p.66.

31) Lutz, Kathy A. & Richard J. Lutz, "Evvects of Interactive Imagery on Larning : Application
to Advertising", Journal of Applied

Psychology, Vol.62:4, 1977, p.497.

32) Alesandrini, op. cit., p.69.

33) Hobrook & Moore, "Reature Interactions in Consumer Judgements of Verbal Versus Pictorial
Presentations", pp.107
-
111.

34) Mitchell, Andrew A. & Jerry C. Olson, "Are Product Attribute B
eliefs the Only Mediator of
Advertising Effects on Brand Attitude?", Journal of Marketing Research, Vol.18, 1981, pp.321
-
323.

35)
모델링은

관찰학습에서

사용되는

용어로

학습자인

관찰자에게

학습될

정보를

전달하는

모델을

관찰하는

행위를

지칭한다
.
관찰학습에

대해서는

김영채


,
학습심리학입문
(B.R. Hergenhahn, An
Introduction to

Theories of Learning),
박영사
, 1985,

13
장을

참고하기

바람
.

실연해설은

상품에

관련된

정보

등을

해설적으로

전달하기

위해서

이루어지는

실연행위를

의미한다
.

36) Wright, Peter, "Concrete Action Plans in TV Messages to Increase Reading of Srug Warnings",
Journal of Consumer Research, Vol.6, 1979, pp.256
-
169.

37
) Nisbett, Richard & Lee Rose, Human Inference : Strategies and Shortcomings of Social
Judgement, Prentice
-
Hall, Inc., 1980, p.47.

38) Paivio, Allan, "Mental Imagery in Associative Learning and Memory", Psychological Review
Vol.76:3, 1969, pp.241
-
263.

39)
Nisbett & Ross, op. cit., pp.55
-
59.

40) Alesandrini, op. cit., p.72.

41) Hirshman, Elizabeth C., & Michael R. Solomon, "Utilitarian, Aesthetic, and Fimiliarity
Responses to Verbal versus Visual Advertisements", Advances in Consumer Research, Vol.11, 1984,
p.430.

42) Lautman Martin, R., & Larry Percy, "Cognitive and Affective Responses in Attribute
-
based
versus End
-
Benefit Oriented Advertising", Advances in Consumer Research, Vol.11, 1984, p.16.

43) Ibid, p.73.

Nisbett & Rose, op. cit., pp.51
-
61.

44) Wright,

"Action Plans in TV Message", p.261.

45) Rossiter, John R. & Larry Percy, "Visual Imaging Ability As a Mediator of Advertising
Response", Advances in Consumer Research, Vol.5, 1978, p.625.

46) Rossiter, John R. & Larry Percy, "Attitude Change Through Visu
al Imagery in Advertising",
Journal of Advertising, Vol.9:2, 1980, pp.10
-
16.

47)
金慶麟


,
인지심리학

중앙적성출판사
, 1984, pp.4
-
8.

48) Nelson, Douglas L. Valerie S. Reed, & John R. Walling, "Pictorial Superiority Effect",
Journal of Experimental Psychology : Human Learn
ing and Memory, Vol.2:5, 1976, pp.523
-
528.

49) Hendon, op. cit., pp.39
-
40.

50) Starch, Daniel, "How Does the Shape of ads Affect Readership", Media/Scope, Vol.10, 1966,
pp.84
-
85.

51) Shepard, Roger N., "Recognition Memory for Words, Sentences and Pictures"

Journal of Verbal
Learning and Verbal Behavior, Vol.6, 1967, pp.156
-
163.

52) Paivio, Allan & Kal Csapo, "Concrete Image and Verbal Memory Codes", Journal of Experimental
Psychology, Vol.80:2, 1969, pp.279
-
285.

53) Paivio, Mental Representation, pp.140
-
176
.

54) Bower, Gordon H. & Martin B. Karlin, "Depth of Processing Pictures of Faces and Recognition
Memory", Journal of Experimental Psychology, Vol.103:4, 1974, pp.751
-
757.

55) Lutz & Lutz, "Effects of Interactive Imagery on Learning".

56) Nelson, Douglas L
ee, & David Herber Brooks, "Functional Independence of Pictures and Their
Verbal Memory Codes", Journal of Experimental Psychology, Vol.98:1, 1973, pp.44
-
48.

57) Nelson, Douglas L., & Valerie S. Reed, "On the Nature of Pictorial Encoding : A Levels
-
of
-
Proc
essing Analysis", Journal of Experimental Psycholog : Human Learning and Memory, Vol.2:1,
1976, pp.49
-
57.

58) Ibid., p.56.

59) Nelson, Douglas L., Valerie S. Reed, & John R. Walling, "Pictorial Superiority Effect",
Journal of Experimental Psychology : Huma
n Learning and Memory, Vol.2:5, 1976, pp.527
-
528.

60) Kosslyn, Stephen M., Keith J. Holyoak & Catherine S. Huffman, "A Processing Approach to the
Dual Coding Hypotheses", Journal of Experimental Psychology : Human Learning and Memory, Vol.2:3,
1976, pp.223
-
233.

61) Childers, Terry L. & Michael J. Houston, "Conditions for a Picture
-
Superiority Effect on
Consumer Memory", Journal of Consumer Research, Vol.11, 1984, pp.643
-
654.

62) Rigney, J.W., & K.A. Lutz, "Effect of Graphic Analogies of Concepts in Chemistr
y on Learning
and Attitude", Journal of Educational Psychology, Vol.68, 1976, pp.305
-
311.

63) Taylor, Shelly E., & Suzanne C. Thompson, "Stalking the Elusive 'Vividness' Effect",
Psychological Review, Vol.89:2, 1982, pp.158
-
161.

64) Taylor, Shelly E., & Jo
anne V. Wood, "The Vivideness Effect : Making a Mountain out of a
Molehill?", Advances in Consumer Research, Vol.10, 1983, p.541.

65) Rossiter, John R., & Larry Percy, "Visual Imaging Ability As a Mediator of Advertising
Response", Advances in Consumer Res
earch, Vol.5, 1978, pp.621
-
629.

Rossiter, John R., & Larry Percy, "Attitude Change Through Visual Imagery in Advertising",
Journal of Advertising, Vol.9:2, 1980, pp.10
-
16.

Rossiter, John R., & Larry Percy, "Visual Communication in Advertising", in R.J. Har
ris, ed.,
Information Processing Research in Advertising,Erlbaum Associates, 1983, pp.83
-
125.

Percy, Larry, & John R. Rossiter, "Mediating Effects of Visual and Verbal Elements in Print
Advertising, upon Beliefs, Affitede, and Intention Responses", in Larr
y Percy & Arch G. Woodside,
ed., Advertising and Consumer Psychology, D.C. Health & Co., 1983, pp.171
-
196.

66) Rossiter & Percy, "Visual Communication in Advertising", pp.115
-
119.

67) Edell, Julie A., & Richard Staelin, "The Information Processing of Pictu
res in Print
Advertisements", Journal of Consumer Esearch, Vol.10, 1983, pp.45
-
61.

68) Edell, Julie Ann Caratens, The Information Processing of Pictures in Print Advertisements,
Unpublished Ph. d Dissertation, Carnegie
-
Mellon University, 1982, pp.89
-
106.

6
9) Wright, Peter, & Peter D. Rip, "Product Class Advertising Effects on First
-
Tome Buyers'
Dicision Strategies", Journal of Consumer Research, Vol.7, 1980, pp.176
-
188.

70) Kisielius, Jolita, & Brian Sternthal, "Detecting and Explanining Vividness Effects i
n
Attitudinal Judgements", Journal of Marketing Research, Vol.21, 1984, pp.54
-
64.

71) Kisielius, Jolita, & Brian Setrnthal, "Examining the Vividness Controversy : And
Availability
-
Valence Interpretation", Journal of Consumer Research, Vol.12, 1986, pp.421
-
422.

72) Holbrook, Morris B., & William L. Moore, "Feature Interactions in Consumer Judgments of
Verbal Versus Pictorial Presentations", Journal of Consumer Research, Vol.8, 1981, pp.103
-
113.

73) Hirschman, Elizabeth C., "The Effect of Verbal and Pictorial

Advertising Stimuli on
Aesthetic, Utilitarian and Familiarity Perceptions", Journal of Advertising, Vol.15:2, 1986,
pp.27
-
34.

74) Hischman, Elizabeth C., & Michael R. Solomon, "Utilitarian, Aesthetic, and Familiarity
Responses to verbal versus visual adve
rtisements", Advanced in Consumer Research, Vol.11, 1984,
pp.426
-
431.

75) Tsal, Yehoshua, "Effects of Verbal and Visual Information on Brand Attitudes", Advances in
Consumer Research, Vol.12, 1985, pp.265
-
167.

76) Golden, Linda L., & Keren A. Johnson, "The

Impact of Sensory Preference and Thinking versus
Feeling Appeals on Advertising Effectiveness", Advances in Consumer Research, Vol.10, 1983,
pp.203
-
208.

77) Mitchell, Andrew A., & Jerry C. Olson, "Cognitive Effects of Advertising Repetition",
Advnace in C
onsumer Research, Vol.4, 1977, pp.213
-
220.

Mitchell, Andrew A., & 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.

Mitchell, Andrew A., "Th
e Effects of Visual and Emotional Advertising : An Information
-
Processing Approach", in L. Percy & A.G. Woodside, ed., Advertising and Consumer Psychology, D.C.
Health & Co., 1983, pp.197
-
217.

78) Mitchell, Andrew A., "The Effect of Visual and Verbal Compo
nents of Advertisiements on Brnad
Attitudes and Attitude Toward the Advertisement", Journal of Consumer Research, Vol.13, 1986,
pp.12
-
24.

79) Mitchell & Olson, "Product Attribute Beliefs and Brand Attitude", p.324.

80) Ibid., pp.327
-
328.

81) Lutz, Richard
J. "Affective and Cognitive Antecedents of Attitude Toward the Ad : A
Conceptual Framework", in L.F. Alwitt & A.W. Mitchell, ed., Psychological Processes and
Advertising Effects, Lawrence Erlbaum Associates., 1985, p.46.

82) Paivio, Mental Representation,
p.79.

83) Zajonc, R.B., "Feeling and Thinking : Preferences Need No Inferences", American Psychologist,
Vol.35:2, 1980, pp.151
-
175.

84) Lutz, Richard J., Scott B. Mackenzie & George E. Belch, "Attitude Toward the Ad as A
Mediator of Advertising Effectivene
ss : Dtereminants and Comsequences", Advances in Consumer
Research, Vol.10, 1983, p.533.

Edell, Julie A., & Marian C. Burke, "The Moderating Effect of Attitude Toward the Ad as A
Mediator of Consumer Brand Choice", Journal of Advertising, Vol.10 : 1981, pp
.11
-
12.

86) Mitchell & Olson, "Product Attribute Beliefs and Brand Attitude", Lutz, MacKenzie, & Belch,
op. cit.

Park, C. Whan, & S. Mark Young, "Consumer Response to Television Commercials : The Impact of
Involvement and Bacground Music on Brand Attitude
Formation", Journal of Marketing Research,
Vol.23, 1986, pp.11
-
24.

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

87) Moore, Danny L., & J. Wesle
y Hutchinson, "The Influence of Affective Reactions to
Advertising : Direct and Indirect Mechanisms of Attitude Change, in L.F. Alwitt & A.A. Mitchell
ed., Psychological Processes and Advertising Effects, Lawrence Erlbaum Assoiciates, 1985, pp.79
-
85.

88) H
olbrook, Morris B., "Beyond Attitude Structure :Toward the Informational Determanants of
Attitude", Journal of Marketing Research, 1978, pp.545
-
556.

89) Lutz, Mackenzie, & Belch, op. cit., p.533.

90) Edell & Burke, op. cit., p.647.

91) Krugman, Herbert E.,

"The Impact of Television Advertising : Learning Withour Involvement",
Public Opnion Quarterly, Vol.29, 1965, p.349
-
356.

92) Holbrook, Morris B., "Beyond Attitude Structure : Toward the Informational Determiansts of
Attitude", Journal of Marketing Researc
h Vol.15, 1978, pp.545
-
556.

Hobrook, Morries B., & Donald R. Lehmann, "Form versus Content in Predicting Starch Scores",
Journal of Advertising Research, Vol.20:4, 1980, pp.53
-
62.

93) Krugman, op. cit., p.355.

94)
金學允
, "
소비자

관여에

관한

연구
",
호서대학논문집
,

4

, 1985,
p.326.

95) Greenwald, Anthony G. and Clark Leavitt, "Audience Involvement in Advertising : Four Levels",
Journal of Consumer Research, Vol.11, (June 1984), pp.581
-
592.

96) Gardner, Meryl Paula, Andrew A. Mitchell & J. Edward Russo, "Low Involvement Strateg
ies for
Processing Advertisements", Journal of Advertising, Vol.14:2, (1985), pp.4
-
12.

97) Park, C. Whan & S. Mark Young, "Consumer Response to Television Commercials : The Impact of
Involbement and Background Music on Brand Attitude Formation", Journal of

Marketing Research,
Vol.23, (1986), pp.11
-
24.

98) Sherif, Carolyn W. et. al., "personal Involvement, Social Judgement, and Action", Jouranl of
Personality and Social Psychology, Vol.27:3, 1973, pp.311
-
328.

99) Krugman, op. cit., p.355.

100) Ibid.

101) Dib
ruicker, F. Stewart, "An Appraisal of Low
-
Involvement Consumer Information Processing",
in John C. Maloney & Bernard Silverman, ed., Attitude Research Play for High Stakes, American
Marketing Association, 1979, pp.117
-
120.

102) Ibid, pp.122
-
125.

Assael, He
nry, Consumer Behavior and Marketing Action 2nd ed., Kent Publishing Co., 1984, pp.82
-
87.

103) Greenwald & Leavitt, o. cit., pp.583
-
584.

104) Petty, Richard E., John T. Caccioppo & David Schumann, "Central and Periphral Routh to
Advertising Effectiveness :

The Moderating Role of Involvement", Journal of Consumer Research,
Vol.10, (Sept. 1983), pp.135
-
146.

105) Chaikin, S., "Heuristic Versus Systematic Information Processing and the Use of Source
Versus Message Cues in Persuasion", Journal of Personality and

Social Psychology, Vol.39:5,
(1980), pp.752
-
766.

106) Smith, Robert E. & William R. Swinyard, "Information Response Models : An Integrated
Approach", Journal of Marketing, vol.46(Winter 1982), pp.81
-
93.

107) Finn, David W., "The Integrated Information Res
ponse Model", Journal of Advertising,
Vol.13:1, (1984), pp.24
-
33.

108) Batra, Rajeev, and Mitchael L. Ray, "Affective Responses Mediating Acceptance of
Advertising", Journal of Consumer Research, Vol.13, (Sept. 1986), pp.234
-
249.

109) Holbrook, Morris B.,
"Emotion in the Consumption Experience : Toward a New Model of the
Human Consumer", in Robert A. Peterson, Wayne D. Hoyer, & William R. Wilson ed., The Role of
Affect on Consumer Behavior : Emerging Theories and Applications, Lexington Books, 1986, pp.19
-
3
3.

110) Zajonc, op. cio., pp.170
-
172.

111) Zajonc, R.B., & John Bargh, "Independence and Interaction of Affect and Cognition", in M.S.
Clark & S.T. Fiske, ed., Affect and Cognition, Lawrence Eflbaum Associates, 1982, pp.212
-
214.

112) Bower, Gordon, h., "Mo
od and Memory", American Psychologist, Vol. 36:2, (1981), pp.129
-
148.

113) Zajonc, Robert B. & Hazel Markeus, "Affective and Cognitive Factors in Prefernces", Journal
of Consumer Research, Vol.9, (Sept. 1982), pp.124
-
125.

114)
정감에

관련된

용어는

Fiske & Taylor



점을

따라

다음과

같이

사용하고자

한다

:
정감
(affect)


느낌과

정서의

전범위에

대한

본원적

요어이며
,
느낌
(feeling)


비교적

관대하고

주관적인

반응으로
,
이는

본질적으로

유쾌
/
불쾌한

측면에

관련된다

:
사회

심리학에서

가장

많이

연구된

느낌은

평가
(evaluation)

,
이는

호감이나

매력과

같이

대상물에

대한

단순한

긍정
/
부정적

반응을

의미한다

:
무드
(mood)




구체적인

표적을

갖는

느낌으로
,
평가와

같이

긍정
/
부정적인

느낌을

지칭한다

:
정서
(emotion)


정감의

강도와

복합성을

모두

다룬다
.
이러한

정감은

소비자의

정보처리활동에

다양한

효과가

있다
.

Fiske, S.T. & S.E. Taylor, Social Cognition, Addison_Wesley Publishing Co., 1984, pp.310
-
311.

115) Batra & Ray, "Affective Responses Mediating Acceptance of Advertising", Stout, Patr
icia A.,
& John D. Leckenby, "Measuring Emotional Response to Advertising", Journal of Advertising,
Vol.15:4, 1986, pp.35
-
42.

116) Aaker, David A., Douglas M. Stayman, & Michael R. Hagerty, "Warmth in Advertising :
Measurement, Impact, and Sequence Effects
", Journal of Consumer Research, Vol.12, (Mar. 1986),
pp.365
-
381.

117) Isen, Alice M., Barbara Means, Robert Patrick, & Gary Nowicki, "Some Factors Influencing
Decision
-
Making Strategy and Risk Taking", in Clark & Fiske, ed., Affect and Cognition, pp.243
-
2
61.

118) Bower, G.H., "Mood and Memory", American Psychologist, Vol.36, 1980, pp.129
-
148.

119) Bower, Gordon, h., Kenneth P., Monteiro & Stephen G. Gilligan, "Emotional Mood as a Context
for Learning and Recal", Journal of Verbal Leraning and Verbal Behavi
or, Vol.17, (1978), pp.573
-
585.

120) Johnson, E.J., & A. Tversky, "Affect, Generalization, and the Perception of Risk", Journal
of Personality and Social Psychology, Vol.40, 1982, pp.54
-
61.

121) Fiske & Taylor, op. cit., pp.326
-
333.

122) Fiske, Susan T., "
Social Cognition and Affect", in John H. Harvey, ed., Cognition, Social
Behavior, and the Environment, Lawrence Erlbaum Associates, 1981, pp.245
-
255.

123) Schlinger, Mary Jane Rawlins, "Respondent Characteristics That Affect Copy
-
Test Attitude
Scales", Jou
rnal of Advertising Research, Vol.22:1, 1982, pp.29
-
30.

Gibson, Lawrence D., "Not Recall", Journal of Advertisng Research, Vol.23:1, 1983, pp.39
-
41.

124) Jones, John Philip, What's in a Name? : Advertising and the Concept of Brands, D.C. Heath
and Co., 198
6, pp.145
-
149.

125) Park, C. Whan & S. Mark Yourn, "Consumer Responses to Television Commercials, Journal of
Marketing Research, Vol.23, 1986, p.13.


4


1) Childers, Terry L. and Michael J. Houston, and Susan E. Heckler, "Measurement of Individual
Differen
ces in Visual Versus Verbal Information Processing", Journal of Consumer Research,
Vol.12, (Sept. 1985), pp.125
-
134.

Marks, Divid E., "Visual Imagery Differences in the Recall of Pictures", British Journal of
Psychology, Vol.64:1, (1973), pp.17
-
24.

Das, J.
P., John R. Kirby and Ronald F. Jarman, "Simultaneous and Successive Syntheses : An
Alternative Model for Cognitive Abilities", Psychological Bulletin, Vol.82, (1975), pp.87
-
103.

2) Myers, John G., Stephen A. Greyer & William F. Massy, "The Effectiveness o
f Marketing's 'R &
D' for Marketing Management : An Assessment", Journal of Marketing, Vol.43, (Jan. 1979), pp.17
-
29.

3)
채서일
,
마케팅조사론
,
무역경영사
, 1987, p.136.

Kerlinger, Fred N., Foundations of Behavioral Research 3rd ed., CBS College Publishing, 1986,
pp.299
-
3
00.

4) Winer, B.J., Statistical Principles in Experimental Design 2nd ed., McGraw
-
Hill Book Co.,
1971, p.261.

Keppel, Geoffrey, Design & Analysis : A Researcher's Handbook 2nd ed., Prentice
-
Hall, Inc., 1982,
pp.369
-
370.

5) Kirk, Roger E., Experimental Desi
gn : Procedures for The Behavioral Sciences 2nd ed.,
Brooks/cole Publishing Co., 1982, p.491.

6) Fishbein & Ajzen, Belief, Attitude, Intention and Behavior, pp.118
-
119.

7) Lamb, Charles W., Jr. & Donald E. Stem, Jr., "An Evaluation of Students as Surrogate
s in
Marketing Studies", Advance in Consumer Research, Vol.7, (1980), pp.796
-
799.

8) Paivio, Mental Representations, p.68.

9) Drugman, Herbert E., "Processes Underlying Exposure to Advertising", American Psychologist,
Vol.23, 1968, p.247.

10) Wright, Peter

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

11) Petty, Richard E., Thomas M. Ostrom, & Timothy C. Brock, Cognitive Responses in Persuasion,
Lawrence Erlbaum Associates, 1
981.

Wright, Peter L., "Message
-
Evoked Thoughts : Persuasion Research Using Thought Verbalizations",
Journal of Consumer Research, Vol.7(Sept. 1980), pp.151
-
175.

12) Ericsson, K. Anders & Herbert A. Simon, Protocol Analysis : Verbal Reports as Data, The MI
T
Press, 1984, pp.13
-
14.

13) Osterhouse, Robert A. & Timothy C. Brock, "Distraction Increases Yielding to Propagenda by
Inhibiting Counterarguing", Journal of Personality and Social Psychology, Vol.15, (1970),
pp.344
-
358.

14) Greenwald, Anthony G., "Cognit
ive Learning, Cognitive Response to Persuasion, and Attitude
Change", In A.G. Greenwald, T.C. Brock, & T.M. Ostrom ed., Psychological Foundations of
Attitudes, Academic Press 1968, pp.

15) McGuire, William J., "The Nature of Attitudes and Attitude Change",

in G. Lindzey and E.
Aronson, Ed., The Handbook of Social Psychology, Vol.3, Addison
-
Wesley Publishing Co.

16) Wright, "Message
-
Evoked Thoughts", p.156.

17) Ibid, p.157.

18) Batra, Rajeev, "Low Involvement" Message Reception
-
processes and Advertising Impl
ications,
Unpublished Ph. d. Dissertation, Graduate School of Business, Stanford University, 1983, pp.22
-
30.

19) Wright, "Message
-
Evoked Thought", p.153.

20) Wright, "The Cognitive Responses Mediating Acceptance of advertising".

21) Lutz, Richard J., "Affe
ctive and Cognitive Antecedents of Attitude Toward the Ad : A
Conceptual Framework, L.F. Alwitt & A.A. Mitchell, Ed., Psychological Processes and Advertising
Effects, 1985, p.54.

22) Mitchell & Olson, "Are Product Attribute Beliefs the onlyMediator..."

23)

Lutz & Lutz, "Effects of Interactive Imagery on Learning".

24)
채서일
,
마아케팅조사론
,
모역경영사
, 1987, p.184.

25)
항목분할

측정치의

상관도에

의해서

신뢰성을

추정하는

Spearman
-
Broum Prophecy Formula


가장

일반적인

형태는

###
이다
.
또한

내적

일관성을

추정하는데

활용되는

알파계수의

일반식은

####
이다
.
k
항목으로

구성된

측정수단의

신뢰성을

추정하는데서
,
첫째
,

Spearman
-
Brown Prophecy Folmula


항목들간의

평균

상관관계

대산에

항목들간의

평균

공분산을

이용하고
,
둘째

Spearman
-
Brown Prophecy
Formula


일반공식의

분모에서



번째

항목의

항목분산들의

평균이

1


대체되면
,
위의

두가지

식의

분모에서



번째

항목의

항목분산들의

평균이

1


대체되면
,
위의

두가지

공식은

일치하게

된다
.(Nunnally, Jum C., Psychometric Theory 2nd ed
., McGraw
-
Hill Book Co., 1978, p.214).

26) Nunnally, Jum C., Psychometric Tehory 2nd ed., Mcgraw
-
Hill Book Co., 1978, p.245.

27)
채서일
,
전게서
, p.189.

28) Harman, Harry H. Modern Factor Analysis 3rd Ed., The University of Chicago Press, 1976,
pp.5
-
6.

29) Hair,
Joseph F., Jr., et el, Multivariate Data Analysis, Petroleum Publishing Co., 1979,
pp.224
-
225.

30) Harman, op. cit., p.107.

31) Green, Paul E., Analyzing Multivariate Data, The Dryden Press, 1978, p.362.


5


1) Russo, J. Edward, Barbara L., Metcalf, & Debr
a Stephens, "Identifying Misleading Advertising",
Journal of Consumer Research, Vol. 8:2, 1981, pp.119
-
131.

2)
한국갤럽연구소
,
한국인의

광고에

대한

의식과

태도

조사
-
1982
년과

1986
년도

조사와

비교분석
, 1986.