1 허종호, "쿠폰유형 및 조절적 동기가 쿠폰이용의도에 미치는 효과" 한국방송광고공사 (74) : 167-189, 2007
2 전정배, "제품옵션 수준의 선택에 대한 의사결정방식 프레이밍 효과와 구매 에피 소드 및 지식수준의 조절적역할" 18 : 53-76, 2003
3 전성률, "옵션프레이밍 방식이 소비자의 제품옵션선택결정에 미치는 영향에 관한 연구" 14 : 69-94, 1999
4 나준희, "소비자의 조절적 동기와 광고의 제시유형이 제품태도에 미치는 영향" 한국광고학회 16 (16): 263-283, 2005
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6 Seta, J, "To Do or Not to Do" 2001
7 Markman, Arthur B, "The Influence of Goal on Value and Choice" 39 : 97-129, 2000
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10 Crowe, E, "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision Making" 69 : 117-132, 1997
1 허종호, "쿠폰유형 및 조절적 동기가 쿠폰이용의도에 미치는 효과" 한국방송광고공사 (74) : 167-189, 2007
2 전정배, "제품옵션 수준의 선택에 대한 의사결정방식 프레이밍 효과와 구매 에피 소드 및 지식수준의 조절적역할" 18 : 53-76, 2003
3 전성률, "옵션프레이밍 방식이 소비자의 제품옵션선택결정에 미치는 영향에 관한 연구" 14 : 69-94, 1999
4 나준희, "소비자의 조절적 동기와 광고의 제시유형이 제품태도에 미치는 영향" 한국광고학회 16 (16): 263-283, 2005
5 Idson, L. C, "Transfer of Value from Fit" 84 : 1140-1153, 2003
6 Seta, J, "To Do or Not to Do" 2001
7 Markman, Arthur B, "The Influence of Goal on Value and Choice" 39 : 97-129, 2000
8 Mita Sujan, "The Effects of BrandPositioning Strategies on Consumers Brand and CategoryPerceptions Some Insights from Schema Research" 454-467, 1989
9 Brendl C, "Sensitivity to Varying Gains and Losses: The Role of Self Discrepancies and Event Framing" 69 : 1028-1051, 1995
10 Crowe, E, "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision Making" 69 : 117-132, 1997
11 Cesario, J, "Regulatory Fit and 옵션 프레이밍 효과에 대한 옵션유형과 조절적 동기의 조절적 역할 159 Persuasion: Transfer From Feeling Right" 86 : 388-404, 2004
12 Liberman, Nira, "Promotion and Prevention Choices between Stability and Change" 77 : 1135-1145, 1999
13 Bazerman, Max H, "Negotiating with Yourself and Losing:Understanding and Managing Conflicting Internal Preference" 23 : 225-241, 1998
14 Lockwood, P, "Motivation by Positive or Negative Role Models: Regulatory Focus Determines Who Will Best Inspire Us" 83 : 854-864, 2002
15 Camacho, C, "Moral Value Transfer from Regulatory Fit: What Feels Right Is Right and What Feels Wrong Is Wrong" 86 : 388-404, 2003
16 Hirschman, "Journal of Marketing Research" 234-245, 1982
17 Park, "Journal of ConsumerResearch" consumer k (consumer k): 71-82, 1994
18 Aaker, Jennifer L, "I Seek Pleasures and We Avoid Pains: The Role of Self Regulatory Goals in Information Processing and Persuasion" 28 : 33-49, 2001
19 Chernev, A, "Goal Orientation and Consumer Preference for the Status Quo" 31 : 557-565, 2005
20 "From expectancies to worldviews: Regulatory focus in socialization and cognition" Washington, DC: American Psychological Association 243-309, 1998
21 France, "Foreign Branding and Its Effects on Product Perceptions andAttitudes Journal of Marketing Research" 263-270, 1994
22 Carmon, Ziv, "Focusing on the Forgone: How Value Can Appear So Different to Buyers and Sellers" 27 : 360-370, 2000
23 Oliver, "Crossover Effectsin the Theory of Reasoned Action Journal of Consumer Research" 324-340, 1985
24 Dhar, Ravi, "Consumer Choice Between Hedonic and Utilitarian Goods" 37 : 60-71, 2000
25 Sung Youl Jun, "Choosing What I Want Versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions" 37 : 187-202, 2000
26 Higgins, E. Tory, "Beyond Pleasure and Pain" 52 : 1280-1300, 1997