광고상표와 유명인 모델에 대한 인지부조화가 광고효과에 미치는 효과

목차 (Table of Contents)

• 1. 문제의 제기
• 2. 기존 문헌 연구
• 3. 연구 문제 및 방법론
• 1) 연구문제
• 2) 연구방법
• 4. 연구결과 및 분석
• 1) 연구문제 1의 분석결과
• 2) 연구문제 2의 분석결과
• 5. 결론 및 논의
• 참고문헌
• 영문초록

참고문헌 (Reference)

1 "상표성격과 광고모델 이미지 의 일치성이 광고 및 상표선호도에 미치는 영 향" 15 (15): 65-82, 2004

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4 "Multiple public goods and lexicographic preferences: replacement principle." 37 (37): 1-15, 2002

5 Rabin, "Journal of EconomicBehavior and Organizatio" 1994

6 M, "Journal of Advertising" 4-10, 1989

7 "Is Beauty Best? Highly Versus Normally Attractive Models in Advertising" 30 (30): 1-12, 2001

8 "Introduction to Advertising and Promotion Management" R. d. Erwin Co. 2001

9 McGuire, "Handbook of Social Psychology" 233-246, 1985

10 Till, B., "Endorsers in Advertising: the Case of Negative Celebrity Information" 27 (27): 68-82, 1998

11 Misra, "AnAssessment of Recall and Affect" 159-173, 1990

12 "An Examination of Endorser Typeand Gender on Two Audience" 33-41, 1984

13 "Advances in Experimental socialPsychology. New York" Academic Press. 1974

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16 ". Theimpact of physically attractive models onadvertising evaluations" 538-555, 1977

17 Peterson, ". TheFemale Role in Advertisement" 59-63, 1977

18 Tripp, ". TheEffects of Multiple Product Endorsementsby Celebrities on Consumers' Attitudesand Intentions Journal of ConsumerResearch" 535-547, 1994

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20 Perloff,R.M, ". The Dynamics ofPersuasion. Hillsdale" LawrenceErlbaum Associates. 1993

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23 Petty, ". Personal Involvement as a Determinantof Argument-based Persuasion" 847-855, 1981

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25 ". Heuristic VersusSystematic Information Processing and theUse of Source Versus Message Cues inPersuasion Journal of Personality andSocial Psychology" 752-766, 1980

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29 ". Celebrity and Non-celebrityAdvertising in a Two-sided Context Journal of Advertising Research" 34-42, 1989

30 ". An Investigation into the'Match-up' Hypothesis in CelebrityAdvertising Journal of Advertising" 4-13, 1990

31 ". A Theory of cognitive Dissonance PersonalityReading of Theory and Research" 2nd edition.Woodworth Publishing Co. Inc. 1971

32 ". A Theory of CognitiveDissonance. Stanford" StanfordUniversity Press. 1957