一、中文部份
王志剛，謝文雀編譯，消費者行為學，台北：華泰書局，民國84年。
林靈宏，消費者行為學，台北：五南圖書公司，民國83年。
吳青松，現代行銷學－國際性視野，台北：智勝文化事業有限公司，民國87年8月。
黃俊英，行銷研究，台北：華泰書局，民國81年2月。
康必松，「感性廣告對消費者行為之古典制約研究」，國立中山大學企業管理研究所未出版碩士論文，民國80年6月。楊國樞等編，社會及行為科學研究法，台北：東華書局，民國81年3月。
謝安田，企業研究方法，台北：作者自印，民國72年。
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