연구동향 분석

광고메시지에 숨겨진 상업적 의도에 대한 접근성이 설득의도 추론 및 광고효과에 미치는 영향:설득지식모델을 중심으로

서상희 윤각 2010년

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' 광고메시지에 숨겨진 상업적 의도에 대한 접근성이 설득의도 추론 및 광고효과에 미치는 영향:설득지식모델을 중심으로' 의 참고문헌

  • 소비자의 설득지식과 광고에 대한 회의적태도: 마케팅책략에대한소비자의이해와 대응
    김충현 Marketing Communication Review 2 1 67-79 [1996]
  • 설득 지식 모델의 시각에서 본 공익 캠페인의 효과에 관한 연구
    김정현 광고연구 67 9-32 [2005]
  • 메시지 제시 형태(광고, 퍼블리시티, 블로그)에 따른설득 효과 차이 : 설득지식모델을 적용하여
    김윤애 한국언론학보 52 5 130-159 [2008]
  • 매체 신뢰도와 의구심 및 지각된 설득 의도가 설득 메시지의 효과에 미치는 영향
    김정현 언론정보연구 45 1 5-28 [2008]
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    Hardesty, D Journal of Retailing 83 199-210 [2007]
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    Edwards, S. Journal of Advertising 31 3 83-95 [2002]
  • Does corporate sponsorship of socially-oriented message make a difference? An investigation of the effect of sponsorship identity on responses to an anti-drinking message
    Szykman, L. Journal of Consumer Psychology 14 1 13-20 [2004]
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    Campbell, M. C. Journal of Consumer Research 27 69-83 [2000]
  • Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
    Holbrook, M. B. Journal of Consumer Research 14 404-420 [1987]
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    Mitchell, A. A. Journal of Marketing Research 15 368-373 [1981]
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