一、中文部分
1、安．韋伯（Ann L. Weiber）著；趙居蓮譯，1995，「社會心理學」，桂冠出版社。
2、王大修，2002，「國民小學的兩性議題-國民小學社會環境與兩性文化」，香港青少年工作資源中心。
3、李天蛟，1999，「世代別於品牌個性認知與品牌關係型態差異性之研究：產品類別與自我形象干擾效果之探討」，元智大學管理研究所碩士論文。4、呂錦棠，2003，「品牌形象與來源國形象關係之研究---產品屬性效果之探討」，元智大學管理研究所碩士論文。5、林怡君，2002，「贈品-主產品利益一致性與品牌權益對促銷效果影響之研究」，國立臺灣大學商學研究所碩士論文。6、林榮泰，2003，「科技始終來自於人性？」，科學發展月刊第368期。7、鐘聖校，1990，「認知心理學」，心理學出版社股份有限公司，台北。
8、葉重新，1991，「心理測驗」，大洋出版社，台北。
9、鄭麗玉，1993，「認知心理學：理論與應用」，五南圖書出版公司，台北。
10、饒見維，1994，「知識場論：認知、思考與教育統合理論」，五南圖書出版公司，台北。
11、游純瑜，2001，「混合產品來源國資訊組合效果之研究-產品種類之干擾影響」，元智大學管理研究所碩士論文。12、黃紀螢，2003，「無性別產品下之反女性刻板印象廣告效果之研究」，國立台灣大學商學研究所碩士論文。13、張馨云，2003，「主題廣告、促銷活動與品牌層級之綜效研究 — 考慮產品類別之調節效果」，國立政治大學企業管理研究所碩士論文。14、洪淑敏，2003，「國小低年級學童性別角色觀及性別刻板印象之研究」，國立中山大學教育研究所碩士論文。15、盧登輝，2004，「汽車雜誌中圖片的女性形象分析：以「一手車訊」為例(1991-2003)」，國立高雄師範大學性別教育研究所在職專班碩士論文。16、陳宗玄，2004，「居民對文化資產保存認知與願付價格之研究」，朝陽科技大學休閒事業管理系碩士論文。
17、-- -- --，“幼兒兩性教育”，元智大學師資培育中心網站，http://ec.hs.yzu.edu.tw/project/SEX/。
18、蔡啟仁，2004年4月，「深悟:色彩設計中的哲學」，中國eNet網絡學院。
二、英文部分
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9. Constantinople, A.(1973), “ Masculinity-Femininity: An Exception to A Famous Dictum?,” Psychological Bulletin, 80, 389-407
10. Courtney, Alice E. and Thomas W. Whipple (1983), Sex Stereotyping in Advertising, Lexington, MA: Lexington Books, D.C. Heath and Company
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12. Debevec, Kathleen and Easwar Iyer(1986), “The Influence of Spokespersons in Altering a Product’s Gender Image: Implications for Advertising Effectiveness,” Journal of Advertising, 15(4), 12-20
13. Fry, Joseph N.(1971),” Personality Variables and Cigarette Brand Choice,” Proceedings, American Marketing Associations Educator’s Conference, 423-427
14. Gentry, James and Doering, Mildred(1977),” Masculinity-Feminity Related to Consumer Choice,” Proceedings, American Marketing Association Educator’s Conference, 423-427
15. Graham, J.,(1994),” Marketing Communication Receivers’ Perception of Source-Self Similarity: Some New Findings,” Journal of Marketing Theory and Practice, 2(4), 11-19
16. Heilbrun, A. B.(1976),” Measurement of Masculine and Feminine Sex-Role Identities as Independent Dimensions,” Journal of Consulting and Clinical Psychology, 44, 183-190
17. Hittner, James B. and Jennifer R. Daniels(2002),” Gender-Role Orientation, Creative Accomplishments and Cognitive Styles,” Journal of Creative Behavior, 36(1),62-75
18. Kelly, J. Patrick, Paul J. Solomon, and Mary Burke(1977), “ Male and Female Responses to Women’s Role in Advertising,” in G.E. Miracle(ed.), Sharing for Understanding. East Lansing, MI: American Academy of Advertising, 94-98
19. Kilbourne, William E.(1986),”An Exploratory Study of the Effect of Sex Role Stereotyping on Attitude Toward Magazine Advertisements,” Academy of Marketing Science(winter), Vol. 14(4), 43-47
20. Lull, James T., Catherine A. Hanson, and Michael J. Marx(1977),”Recognition of Female Stereotypes in TV Commercials,” Journalism Quarterly, Vol. 54, 153-157
21. Lundstrom, Williams and Donald and Sciglimpaglia(1977), “Sex Roles Portrayals in Advertising,” Journal of Marketing, 41(July), 71-79
22. Maccoby EE.(1990),”Gender and Relationships: A Developmental Account,” American Psychologist, 45, 513-520
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24. Meyers-levy, Joan and Maheswaran, Durairaj (1991), “Exploring Differences in Males’ and Females’ Processing Strategies,” Journal of Consumer research, Vol.18, 63-70
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27. Schenk, C. T. and Holman, R. H. (1980), “A Sociological Approach to Brand Choice: The Concept of Situation Self-image,” Advances in Consumer Research, Vol.7, pp.610-614.
28. Sirgy, M. Joseph(1982),” Self-Concept in Consumer in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9(October), 287-300
29. Spence, J. T., Helmreich, R. and Stapp, J. (1975),” Ratings of Self and Peers on Sex-Role Attributes and Their Relations to Self-Esteem and Conceptions of Masculinity and Feminity,” Journal of Personality and Social Psychology, 32, 29-39
30. Spence, J. T., and R. L. Helmreich(1978), Masculinity and Feminity: Their Psychological Dimensions, Correlations and Antecedents, Austin, TX: University of Texas Press
31. Stern, Barbara B., Stephen J. Gould and Sonia Tewari(1993), “Sex-Typed Service Images: An Empirical Investigation of Self-Service Variables,” Service Industries Journal, 13(July),74-96
32. Stern, Barbara B. and Morris B. Holbrook(1994), “ Gender and Genre in The Interpretation of Advertising Text,” in Gender and Consumer Behavior, Janeen Arnold Costa, ed., Beverly Hills, Sage:11-47
33. Sujan, Mita and James R. Bettman(1989), “ The Effect of Brand Positioning Strategies on Consumer’s Brand and Category Perceptions: Some Insight From Schema Reasearch,” Journal of Marketing Research, 26(November),454-467
34. Twenge, J. M.(1997),” Changes in Masculine and Feminine Traits Over Time: A Meta Analysis,” Sex Roles, 36, 305-325
35. Venkatesha Alladi(1980), “ Changing Roles of Women— A Life-Style Analysis,” Journal of Consumer Research, 7(September), 189-197
36. Vitz, Paul C., and Johnson, Donald(1965),” Masculinity of Smokers and The Masculinity of Cigarette Images,” Journal of Applied Psychology, 49, 155-159
37. Whipple, Thomas W., and Alice E. Courtney(1980), “ How to Portray Women in TV Commercials,” Journal of Advertising Research, 20(April), 4-17
38. Whipple, Thomas W., and Mary K. McManamon(2002), “ Implications of Using Male and Female Voices in Commercials: An Exploratory Study,” Journal of Advertising, 31(2),79-91
39. Williams, J. E. and Best, D. L.(1982), Measuring Sex stereotypes: A Thirty-Nation Study, Beverly Hills, CA: Sage
40. Witkowski, Terrence H. (1977), “An Experimental Comparison of Women’s Self and Advertisements Image,”Educators’ Conference Proceedings, Chicago, IL: American Marketing Associaton, 431-434
41. Worth, Leila T., Jeanne Smith, and Diane M. Mackie(1992), “ Gender Schematicity and Preference for Gender-Typed Products,” Psychology & Marketing, 9(1), 17-30