1. (Introduction)

2. 1. (exchange) , (individual consumer), (social environment) (marketing strategy) (interaction) 3. 2. 4. 1. (1) 1848 :Phineus Gage2. (mental activities)[ ] (3) 1913 :John Watson (Behaviorism)(2) 1897 :Wilhelm Wundt (Structuralism)(4) 1967 :Ulric Neissor (Cognitive Psych) 5. 3. 4. (S) , (R) (O) 6. Cognitive System S R 7. S R 8. (Sensory Register) 9. 1. (Sensory Register) 3. 2. 4. (1) .(2) .(3) . 10. 1. (Attention) (1)(Selectivity)(2)(Intensity) 11. Challenge Skill Flow channel Anxiety Boredom 12. 2. (Arousal) (1) (2) Yerkes-Dodson , 13. - ( ) ( ) ( ) ( ) ( ) ( ) 14. 3. (1)(verbal) (1)(relevance) .4. (ROI) (2)(nonverbal) (2)(originality) .(3)(impact) . 15. (Perception) 16. 1. (Perception) (selection),(organization) (interpretation) (1) (perceptual defense) 2. (2) (perceptual vigilance) 17. 3. (1) (Differential Threshold) 4. (2) (Absolute Threshold)similarity closure reversible figure and ground

(Categorization)

(2) (Integration) 18. 1. (Comprehension) (1) (organization)2. = f ()(2) (pace)(3) (context) = f (2 ) 19. 3. (1)(2)(3) 20. (Memory) 21. 1. (Working Memory) - 2. - , 3. 4. - , 22. (serial position curve) 1.0 0.5 0 1 15 5 10 20 23. 1. (Permanent Memory) , .2. (1)(reconstructive memory) (elaborative rehearsal) (2)(reproductive memory) (maintenance rehearsal) 24. 3. 4. (1)(recall) (2)(recognition)(3) (1) (Episodic Memory) (2) (Semantic Memory) (3) (Skill/Procedural Memory) (4) 25. (node) (link) 26. (Crisis Management) 1.(rumor) - Poprocks (General Foods) 2.(accident) - Memville (GE) - P&G Logo - McDonald s- Union Carbide: Bophal - Tampon (P&G) - McDonald s - Tylenol (Johnson & Johnson) 27. + OB + + + + + A. + /- OB + + + + - B. 28. + + + + - A. + + + + - + + B. + + + + - + + C. 29. 4. (1) (Decay Theory) (2) (Interference Theory) (3) 30. SensoryResister WorkingMemory Permanent Memory StructureCodeCapacityDurationCause of Failure to Recall 31. (Attitude) 32. (hypothetical construct) Summary of beliefs (thoughts) 2. 1. (Attitude) (Object) (favorable or unfavorable) (consistently) (predisposition). 33. ? , 34. 3. (cognitive component) (affective component) (conative component) (1)(tripartite model) (2)(unidimensional model) (beliefs) descriptive(observational) / informational / inferential (needs evaluation)(attitudes) (purchase intention) 35. 4. (1)Fishbein (multi-attribute) A o= biei A o: object bi : ei : 36. (2)(belief: bi) (3)(evaluation: ei) 1234567 : 1234567 : 37. (4) : e i b i 6 7 5 3 5 3 7 6 4 7 3 4 7 7 5 2 3 5 5 2 38.

(2) 5. , . (Wicker,1969) Target ( ) Context ( ) Time ( ) Action ( ) 39. (Triandis ) ( ) B BI = W 1 A act+ W 2 SNA act = bieiSN = NB r Mc r B = (W 3 BI + W 4 H)FH: HabitF: Facilitating factor 40. 41. (Involvement) 42.

(personal relevance)

(importance of decision)

(product involvement)

(brand commitment)

( involvement ) 43. 44. 45. = f ()

= f () 46.

(Brand Loyalty)

(Hierarchy of Decision)

(Cognitive Dissonance)

(Repetition: Mere Exposure)

(Cognitive Response)

47. 100% 100% 100% 100% 100% 100% 100% 100% 48.

(supportive arguments)

(counter arguments)

(source derogation)

(curiosity statement)

49. (Mere Exposure Effect) 50. . 51. Brand Loyalty

Spurious Brand Loyalty

True Brand Loyalty

52. 53. 54. : : :: : :: : ::: :: FCB Grid (Thinking) (Feeling) ::::::: 55. TV Charac- teristics ads viewer pace exposure learning situation On-line : 56. 1. .2. , .3. .4. .5. .6. .7. , .8. .9. . :

(contrast effect)

(assimilation effect)

57. 58. (conditioning) 59.

(Classical Conditioning)

(Respondent Conditioning)

60.

NS: Neutral StimulusR: Response

UCS: Unconditioned StimulusUCR: Unconditioned Response

pairing UCR ( ) UCS ( ) R ( ) NS ( ) 61.

(PCS) .

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62.

(Instrumental Conditioning)

(Operant Conditioning)

Skinner Box

63.

.

.

(reinforcement)

(positive reinforcement)

(negative reinforcement)

(punishment)

Carey (1986)

64. (Reinforcement)

(continuous/total)

: .

(intermittent/partial)

: .

-(fixed-ratio)

: .

-(variable-ratio) : . 65.

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66. (Shaping)

,

67. (Influence) (Mental Pressure) 68. (Persuasion)

:(education)

:(propaganda)

(Compliance)

Rule of Equity (Reciprocity)

- / (Doing a favor)

- (Inducing guilty feeling)

-(Compromise)

(Modeling) (Obedience) 69. pairing CR ( , ) UCS ( ) CS ( )

CS: Conditioned StimulusCR: Conditioned Response

UCS: Unconditioned Stimulus

70.

(Modeling)

(Observational Modeling)

(Covert Modeling)

(Verbal Modeling)

(Vicarious Conditioning)

71.

(Bandura)

72.

(Bandura)

73. 74. (Empathy) 75.

, .

. (Sympathy) : (Empathy): ( Empathy ) (Communication) (Accurate Perception) 76. . . 77. Model for entunement : . Social Attractiveness : , . Rapport: . 78. : Attending : Primary Empathy ( :+ ) : Advanced Empathy ( ) : Confrontation 79. ( Non-verbal Attending ) (Attending) 80. (Primary Empathy) ( Content ) Paraphrasing ( ) Tracking ( ) 81. . . , .A B . . , . -1 82. -2 . : : : 83.

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85. IQEQ .- & , . 86. IQEQ

EQ IQ

IQ

EQ

87. , , , EQ : , : MBTI ( www.mbti.co.kr ,www.kpti.com ) , , , , , , , 88. 89. www.hongsungtai.com