Berkowitz L. "Social motivation" ( 1969). In G. Lindzey & E. Aronson (Eds.), The hand-
book of social psychology ( 2nd ed. pp. 50-135). Reading, MA: Addison-Wesley.

Buck R. ( 1988). Human motivation and emotion ( 2nd ed.). New York: Wiley and Sons.

Fennell. G. ( 1989). Action vs. attitude: Motivation makes the difference. In D. W. Schumann
(Ed.), Proceedings: Society for Consumer Psychology. Knoxville, TN: University of
Tennessee.

Fennell G. ( 1975, June). "Motivation research revisited". Journal of Advertising Re-
searril 15, 23-28.

Lazarus R. S. ( 1991). Emotion and adaptation. New York: Oxford University Press.

Percy L. ( 1991). "Understanding the mediating effect of motivation and emotion in adver-
tising measurement". In Copy Research, The new evidence, proceedings of the eighth
annual copy research workshop.

Rossiter. J. R., & Percy L. ( 1987). Advertising and promotions management. New York:
McGraw-Hill.

Rossiter J. R., Percy L., & Donovan R. J. ( 1991). The place of motivation in Rossiter and
Percy's theory of action for advertising. In M. Lynn & J. M. Jackson (Eds.), Proceed-
ingsfor the society for consumer psychology.

Rossiter J. R., & Percy L. ( 1991). Emotions and motivations in advertising. In R. H. Holman
& M. R. Soloman (Eds.), Advances in consumer research, 18.

-269-