±è¿ëÁØ¡¤ÀÌÁ¤Á¦(1994), "¾ðÁ¦ À̹ÌÁö ±¤°í¸¦ ÇÒ °ÍÀΰ¡?," ±¤°í¿¬±¸, (º½), pp. 10-19.
ÀÌÇнÄ(1990), "¼ÒºñÀÚ Á¤º¸Ã³¸®¿¡ ´ëÇÑ °ü¿©µµ¿Í ±¤°íÀ¯ÇüÀÇ Á¶Á¤Àû ¿ªÇÒ," °æ¿µÇבּ¸, Á¦ 19 ±Ç, Á¦ 2 È£, p. 88.
ÀÌÇнÄ, ¿øÈ£¿¬(1995), "¼ÒºñÀÚ ÁذŰ¡°Ý°ú ½ÃÀå°¡°ÝÀÇ Â÷À̰¡ ¼±ÅÃÈ®·ü¿¡ ¹ÌÄ¡´Â ¿µÇâ," ¸¶¾ÆÄÉÆÃ ¿¬±¸, Vol. 10(February), pp. 19-31.
Bettman, J. R. 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), pp. 234-248.
Biswas, Abjihit and Edward A. Blair(1991), "Contextual Effects of Reference Prices in Retail Advertisement," Journal of Marketing, Vol. 55(July) pp. 1-12.
---------------------, Elizabeth J. Wilson and Jane W. Licata(1993), "Reference Pricing Studies in Marketing : A Synthesis of Research Results," Journal of Business Research, Vol. 27. pp. 239-256.
Cohen, Jacob(1977), Statistical Power Analysis for the Behavioral Sciences. New York : Acdemic Press.
Chook, Paul H.(1985), "A Continuing Study of Magazine Environment, Frequency, and Advertising Performance," Journal of Advertising Research, Vol. 25, No.4, pp. 23-33.
Cynthia Huffman, Michael J. Houston(1993), "Goal-Oriented Experiences and the Develop of Knowledge," Journal of Consumer Research, Vol. 20(September), pp. 190-207.
Della Bitta, Albert J., Kent B. Monroe, and John M. McGinnis(1981), "Consumer Perceptions of Comparative Price Advertisements," Journal of Marketing, Vol. 17, pp. 416-427.
Erickson, G.M., J. K. Johanson and P. Chao(1984), "Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects," Journal of Consumer Research, Vol. 11(September), pp. 694-699.
Gupta, Sunil and Lee G. Cooper(1992), "The Disconting of Discounts and Promotion Threshoulds," Journal of Consumer Research, Vol. 19(December), pp. 401-411.
Helson, H.(1964), Adaptation Level Theory, NY : Harper & Row Publishers, Inc.
Hoch, Stephan J. and Young-Won Ha(1986), "Consumer Learning : Advertising and the Product Experience," Journal of Consumer Research, Vol. 13(September), pp. 221-233.
Jacobson, Robert and Carl Obermiller(1990), "The Formation of Expected Future Price : A Reference Price for Forward-Looking Consumers," Journal of Consumer Research, Vol. 16(March), pp. 420-432.
Jacoby, Jacob and Olson, Jerry C.(1977), "Consumer Reponse to Price : An Attitudinal, Information Processing Perspective," Moving Ahead in Attitude Research, eds., Yoram Wind and Marshal Greenberg, Chicago : American Marketing Association.
Kahneman, Daniel and Amos Tversky(1979), "Prospect Theory : An Analysis of Decision under Risk," Econometrica, Vol. 47(March), pp. 263-291.
Kalwani, Manohar U., Chi Kin Yim, H. J. Rinne and Y. Sugita(1990), "A Price Expectations Model of Consumer Brand Choice," Journal of Marketing Research, Vol. 27(August), pp. 251-262.
Kellaris, James J., Anthony D. Cox, and Eena Cox (1993), "The Effect of Background Music on Ad Processing : A Contingency Explanation," Journal of Marketing, Vol. 57(September), pp. 114-125.
Keller, Kevin Lane(1993), "Conceptualizing, Measuring and Managing Customer-Based Brand-Equity," Journal of Consumer Research, Vol. 57(January), pp. 1-22.
Kent, Robert J.(1993), "Competitive Versus Noncompetitive Clutter in Television Advertising," Journal of Advertising Research, Vol. 33(March/April), pp. 40-46.
---------------------- and Chris T. Allen(1994), "Competitive Inferenced Effects in Consumer Memory for Advertising : The Role of Brand Familiarity," Journal of Marketing, Vol. 58(July), pp. 97-105.
Klein, Noreen and Janet E. Oglethorpe(1987), "Cognitive Reference Points in Consumer Decision Making," Advances in Consumer Research, Vol. 14. ed. Melanie Wallendorf and Paul Anderson, Provo, UT : Association for Consumer Research, pp. 183-187.
Krishna, A.(1992), "The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior," Marketing Science, Vol. 11(summer), pp. 266-286.
Krishnamurthy, Lakshman, Tridib Mazumdar, and S. P. Raj(1992), "Asymmetric Response to Price in Consumer Choice and Purchase Quantity Decisions," Journal of Consumer Research, Vol. 19(December), pp.387-400.
Krugman, Herbert E.(1983), "Television Interest and Commercial Interruption : Are Commercials on Interesting Programs Less Effective?," Journal of Advertising Research, Vol. 23, No.1, pp. 21-23.
Lattin, James M. and Rabdolph E. Bucklin(1989), "Reference Effects of Price and Promotion on Brand Choice Behavior," Journal of Marketing Research, Vol. 26, pp.299-310.
Lichtenstein, Donald R. and W.O. Bearden(1988), "An Investigation of Consumer Evaluations of Reference Price Discount Claims," Journal of Business Research, Vol. 17, pp. 189-200.
----------------------------------, Peter H. Block, and William C. Black(1988), "Correlates of Price Acceptability," Journal of Consumer Research, Vol. 15(September), pp. 243-252.
Marks, L.J. and J.C. Olson(1981), "Toward a Cognitive Strucure Conceptualization of Product Familiarity," Advances in Consumer Research, Vol. 11, pp. 145-150.
Mayhew, Glenn E. and Russell S. Winer(1992), "An Empirical Analysis of Internal and External Reference Prices Using Scanner Data," Journal of Consumer Research, Vol. 19(June), pp. 62-70.
Mazumdar, T. and S.Y. Jun(1992), "Effects of Price Uncertainty on Consumer Purchase Budget and Price Thresholds," Marketing Letters, Vol. 3 (October), pp. 323-329.
Mitra, Anusree and John G. Lynch, Jr.(1995), "Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity," Journal of Consumer Research, Vol. 21(March), pp. 644-659.
Monroe, Kent B. (1981), "The Information Content of Prices: A Preliminary Model for Estimating Buyer Response," Management Science, Vol. 17(8), pp. 519-532.
------------------------ (1984), "Theoretical and Methodological Developments in Pricing," Advances in Consumer Research, Vol. 11, pp. 636-637.
------------------------- (1990), Pricing : Marketing Profitable Decisions, NY : McGraw-Hill.
------------------------ and Susan M. Petroshius(1973), "Buyers' Subjective Perceptions of Price," Journal of Marketing Research, Vol. 10(February), pp. 70-80.
Nelson, Philip(1974), "Advertising as Information," Journal of Political Economy, Vol. 82(July-August), pp. 729-754.
Olson, J.C.(1987), Consumer and Industrial Buying Behavior, NY: Elservier North-Holland, Inc., pp. 267-286.
Petty, R.E. and J.T. Cacioppo(1984), "The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuation," Journal of Personality and Social Psychology, Vol. 46, pp. 69-81.
--------------------, ------------------- and D. Schumann(1983), "Central and Peripheral Routes to Advertising Effectiveness : The Moderating Role of Involvement," Journal of Consumer Research, Vol. 10., pp. 135-146.
Punj, G.N. and R. Staelin(1983), "A Model of Consumer Information Search Behavior for New Automobiles," Journal of Consumer Research, Vol. 9(March), pp. 336-380.
Puto, Christopher P.(1987), "The Framing of Buying Decisions," Journal of Consumer Research, Vol.14(December), pp. 301-315.
Raj, S.P.(1983), "The Effect of Advertising on High and Low Loyalty Consumer Segment," Journal of Consumer Research, Vol. 9(June), pp. 77-89.
Rao, Akshay R. and Wanda A. Sieben(1992), "The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined," Journal of Consumer Research, Vol. 19(September), pp. 256-270.
----------------------. and Kent B. Monroe(1988), "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Vol. 15(September), pp. 253-264.
Rashmi Adaval & Kent B. Monroe(1995), "The Moderating Effects of Learning Goals and the Acquisition of Product Information on the Limits of Price Acceptability," Advances in Consumer Research, Vol. 22, pp. 225-229.
Rosch, Eleanor, Carolyn B. Mervis, Wayne D. Gray, David M. Johnson, and Penny Boyes-Braem(1986), "Basic Objects in Natural Categories," Cognitive Psychology, Vol. 8(July), pp. 382-439.
Sherif, C.(1973), "Social Categorization as A fuction of Latitude of Acceptance and Series Range," Journal of Abnormal and Social Psychology, Vol. 67(August), pp. 148-156.
Singh, Surendra N. and Gilbert A. Churchill(1987), "Arousal and Advertising Effectiveness," Journal of Advertising, Vol. 16, No.1, pp. 4-10.
Thaler, Rechard(1985), "Mental Accounting and Consumer Choice," Marketing Science, Vol. 4(Summer), pp. 199-214.
Urbany, Joel E., W.O. Bearden and D.C. Weilbaker(1988). "The Effect of Plausible and Exaggerated Reference Price on Consumer Perceptions and Price Search," Journal of Consumer Research, Vol. 15(June), pp. 95-110.
Weilbacher, W. M.(1960), "The Qualitative Values of Advertising Media," Journal of Advertising Research, Vol.1(1) pp.12-17.
Wells, William, John Burntee, and Sandra Moriarty(1992), Advertising : Principles and Practice, 2nd ed., Englewood Cliffs, NJ : Prentice-Hall, Inc..
Winer, R.S.(1986), "A Reference Price Model of Brand Choice for Frequently Purchased Product," Journal of Consumer Research, Vol. 13, pp. 250-256.
Yi, Youjae(1990), "Cognitive and Affective Priming Effects of the Contextfor Print Advertisement," Journal of Advertising, Vol. 19, No. 2, pp. 40-48.
Zajonc, R. B.(1980), "Feeling and Thinking : Preferences Need No Inferences," American Psychologist, Vol. 35, No.2(February), pp. 151-175.