소비자로서의 어린이와 광고효과

목차

Ⅰ. 서 론

Ⅱ. 기존 연구의 검토

Ⅲ. 기존 연구의 제한점과 앞으로의 연구과제

Ⅳ. 결 론

본문내용

oldberg(1982), "Behavioral Evidence of the Effects of Televised Food
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Gorn, Gerald J. & Renee Florshein(1985), "The Effects of Commercials for Adult
Products on Children," Journal of consumer research, 11, 962-967.
Henke, Lucy L.(1995), "Young Children's Perceptions of Cigarette Brand Advertising
Symbols: Awareness, Affect, and Target Market Identification," Journal of
Advertising, 24(4), 13-28.
Henriksen, Lisa Anne(1994), Children's Undrestanding of Advertising Intent, Ph. D.
dissertation in Stanford University.
MacKenzie, Scott. B., Richard J. Lutz and George E. Belch, "The Role of Attitude
toward the ad as a Mediator of Advertising Effectiveness: A Test of
Competiting Explanations,," Journal of Marketing Research, 23, 130-143.
Macklin, M. Carole(1983), "Do Children Understand TV Ads?" Journal of Advertising
Research, 23(Feb/Mar), 63-70.
Mittal, Banwari(1990), "The Relative Roles of Brand Beliefs and Attitude toward Ad as
Mediators of Brand Attitude: A Second Look," Journal of Marketing Research,
27, 209-219.
Pawlowski, Donna R., Dianne M. Badzinski and Nancy Mitchell(1998), "Effects of
Metaphors on Children's Comprehension and Perception of Print
Advertisements", Journal of Advertising, 27(2), 83-98.
Phelps, Joseph Edward(1990), Children and Television Advertising: The Relationship
among Attitude-toward-an-Ad, Brand Attitude, and Purchase Intention, Ph. D.
dissretation in The University of Wisconsin-Madison.
Riecken, Glen & A. Coskum Samli(1981), "Measuring Children's Attitudes toward
Television Commercials: Extension and Replication," Journal of Consumer
Research, 8. 57-61.
Robertson, T. S. and J.R. Rossiter(1974), "Children and Commercial Persuasion: An
Attribution Theory Analysis," Journal of Consumer Research, 1. 13-20.
Roedder, Deborah L.(1981), "Age Differences in Children's Responses to Television
Advertising: An Information-Processing Approah", Journal of Consumer
Research, 8, 144-153.
Roedder, D. L., B. Sternthal and B. J. Calder(1983), "Attitude Behavior Consistency in
Children's Responses to Television Advertising," Journal of Marketing
Research, 20, 337-349.
Rose, Gregory M., Victoria D. Bush and Lynn Kahle(1998), "The Influence of Family
Communication Patterns on Parental Reactions toward Advertising: A
Cross-National Examination," Journal of Advertising, 27(4). 71-85.
Smith, Lois Jean(1989), The Effects of Program Context and Advertising Placement on
Children's Responses to Televised Commercial Messages, Ph. D. dissretation in
The University of Wisconsin-Milwaukee.
Walton, Mary Webb Nicholson(1997). Children and Advertising: An Investigation of the
Relations among Consumer Education, Skepticism, and AAD-AB-PI, Ph. D.
dissertation in Virginia Commonwealth University.
Weisskoff, Rita(1985), "Current Trends in Children's Advertising," Journal of
AdvertisingResearch, 25(Feb/Mar), RC12-14.
Practice, 4th ed., Prentice-Hall.

키워드

소비자,   광고효과,   구매의도,   기존 연구의 검토,   기존 연구의 제한점과 앞으로의 연구과제,   연구과제,   어린이광고,   키즈마케팅