一、中文部分
王君豪(2003)，行動電話廣告表現方式對廣告效果影響之探討，國立成功大學電信管理研究所未出版之碩士論文。王可欣(2003)，廣告代言人性格形象對品牌性格的影響─以Nokia7210手機平面廣告為例，國立政治大學心理學研究所未出版之碩士論文。丘新華(2002)，廣告訴求及產品類型對廣告效果影響之研究，私立義守大學管理科學研究所未出版之碩士論文。吳建宗(2001)，廣告訴求、代言人類型對推廣核能發電之溝通效果，國立交通大學經營管理研究所未出版之碩士論文。林靈宏(1995)，消費者行為，台北：五南圖書出版有限公司。
林倩如(2001)，品牌知名度、產品涉入程度與自我監控對廣告效果之影響，私立淡江大學國際貿易研究所未出版之碩士論文。柳婷 (1999)，廣告與行銷，台北：五南圖書出版有限公司。
祝鳳岡(1995)，廣告感性訴求策略之策略分析，廣告學研究，5，台北：國立政治大學廣告學系。祝鳳岡(1996)，廣告理性訴求策略之策略分析，廣告學研究，8，台北：國立政治大學廣告學系。徐靜儀(2002)，廣告訴求對廣告效果影響之研究-以網頁廣告為例，私立東吳大學企業管理研究所未出版之碩士論文。陳敏郎(2001)，廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學經營管理研究所未出版之碩士論文。陳順宇(2000)，多變量分析(2版)，台北：華泰書局。
陳皆榮(2003)，廣告主可信度與廣告訊息訴求對廣告效果之影響－以團體旅遊行程為例，國立東華大學企業管理學系未出版之碩士論文。彭金燕(1999)，代言人可信度對廣告效果與購買意願影響之研究，私立大葉大學事業經研究所未出版之碩士論文。童曉君 (1999)，廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果之影響，私立元智大學管理研究所未出版之碩士論文。張志豐(1995)，訴求客觀性對消費者態度之影響--以大學生為例，國立中興大學企業管理研究所未出版之碩士論文。張如慧(1997)，廣告頻率對廣告效果之影響，私立東海大學管理研究所未出版之碩士論文。張桂娟(2003)廣告訴求與廣告媒體類型對廣告效果之影響，私立中國文化大學國際企業管理研究所未出版之碩士論文。黃俊英(2000)，多變量分析(7版)，台北：華泰書局。
黃俊英，林震岩(1994)，SAS精析與實例：台北：華泰書局。
詹俊坤(1993)，不同產品類別、廣告代言人型態對消費者廣告效果之研究，國立中央大學企業管理研究所未出版之碩士論文。掌慶琳(2003)，台美旅客對國際觀光旅館之推薦式廣告效果的比較研究，私立中國文化大學國際企業管理研究所未出版之博士論文。練乃華(1990)，推薦式廣告之溝通效果研究，國立台灣大學商學研究所未出版之碩士論文。蔡燕婷(2001)，廣告代言人,廣告訴求對廣告效果的影響，私立淡江大學管理科學研究所未出版之碩士論文。劉倉賓(1998)，產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響，國立交通大學管理科學研究所未出版之碩士論文。劉毅志，黃深勳，王石番，鐘有輝，陳文玲，郭文耀(1992)，廣告學(初版)，台北：國立空中大學。
樊志育(1990)，廣告效果研究，台北：三民書局。
謝安田(1998)，企業研究方法論，台北：中國文化大學商學院。
二、英文部分
Aaker, D. A., & D. M. Stayman (1990, August). Measuring audience perceptions of commercials and relating them to ad impact. Journal of Advertising Research.
Aaker & Norris (1982). Characteristics of TV Commercials Perceived as Informative. Journal of Advertising Research.
Albers-Miller, N. D., & Stafford, M. R. (1999). International services advertising: an examination of variation in appeal use for experiential and utilitarian services. The Journal of Services Marketing,.
Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969,Winter). Dimensions for Evaluating the Acceptability of Message Sources. Public Opinion Quarterly.
Belch, G. E. & Belch, M. A. (1990). Introduction to Advertising and Promotion Management. Dow Jones-Irwin, Boton, Massachu-setts.
Belch, G. E., & Belch, M. A. (1998). Advertising and promotion, New York: McGraw-Hill.
Blair, & Margaret, H. (1987, December-January). An Empirical Inves- tigation of Advertising Wearin and Wearout. Journal of Advertising Research.
Bruner, G. C., Ⅱ & Kumar, A. (2000, January). Web commercials and advertising hierarchy-of-effects. Journal of Advertising Research.
Dholakia, R. R., & Brian, S. (1977, March). Highly CredibleSour- ce: Persuasive Facilitators or Persuasive Liabilities. Journal of Consumer Research.
Engel, J. E., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior. New York: The Dryden Press.
Feick, L., & Higie, R. A. (1992). The effects of preference heterogeneity and source characteristics on ad processing and judgments about endorsers. Journal of Marketing.
Freiden, J. B., (1984,October/November). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audience. Journal of Advertising Research.
Gloden, L., & Johnson, K. (1983). The Impact of Sensory Preference and Thinking Versus Feeling Appeals on Advertising Effectiveness. Advances in Consumer Research.
Giles, D. S., & Ram, C. R. (1995, April). Can Repeating an Advertise- ment More Frequently Than The Competition Affect Brand Preference in a Mature Market? Joural of Marketing.
Ha, L. (1996,July). Observations: advertising clutter in consumerm- agazines: dimensions and effects. Journal of Advertising Research.
Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley.
Hovland, C. I., Irving, L. J., & Harold, H. K. (1953). Communication and Persuasion：Psychological Studies of Obvious Change, New Haven, Connecticut: Yale University Press.
Howard, J. A., & Sheth J. D. (1995). A Theory of Buyer Behavior, Marketing Classics: A Selection of Influential Articles. New Jersey: Prentice-Hall.
Howard, J. A. (1994). Buyer Behavior in Marketing Strategy. New Jersey: Prentice Hall, Englewood Cliffs.
Jeon W., Franke, G. R., Huhmann, B. A., & Phelps, J. (1999, August). Appeals in Korean magazine advertising: A content analysis and cross-cultural comparison. Asia Pacific Journal of Man- agement.
Marchand, J. & Filiatrault, P. (2002, August). AIDS prevention advertising: Different message strategies for different com- munication objectives. International Journal of Nonprofit and Voluntary Sector Marketing.
Keegan, W. J. (2002). Global marketing management (7th ed.). New Jersey: Prentice Hall.
Kelman, H. C., (1961,Spring). Processes of Opinion Change, ”Public Opinion Quarterly, 1(25).
Kotler, P.(2000). Marketing management (millennium ed.). New Jersey: Prentice Hall.
Lavidge, R. J., & Steiner, G., (1961, October). A Model for Predictive Measurement of Advertising Effectiveness. Journal of Marketing Rearch.
Laskey, H. A., Fox, & Crask, M. R. (1995). The relationship between advertising message strategy and television commercial effectiveness. Journal of Advertising Research.
Mackenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of At-titude Toward the Ad as a Mediator of Advertising Effective-ness: A Test of Competing Explanations. Journal of Marketing Research, 23(8).
Mehta, A. (2000, May). Advertising attitudes and advertising effectiveness. Journal of Advertising Research.
Mills, J., & Harvey, J. (1972). Opinion change as a function of when information about the communicator is received and whether he is attractive or expert. Journal of Personality and Social Psychology.
Mitchell, Andrew A., & Jerry R. O. (1981, August). Are Producy Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research.
Peter, J. P. & Olson, J. C.(1999). Consumer behavior and marketing strategy(5th). New York: The McGraw-Hill Companies, Inc.
Roobina, O. (1991, February/March). The Impact of Celebrity Spokespersons ‘Perceived Image on Consumers’ Intention to purchase. Journal of Advertising Research.
Ronald E. G., Barbara A. L., & Stephen, J. N. (2000, Fall). Journal of Advertising.
Shimp, T. A. (1981). Attitude Toward the ad. As a Mediator of Consumer Brand Choice. Journal of Marketing.
Wright, J. S., Warner, D. S., Winter, W. L. Jr., & Zeigler, S. K. (1977). Advertising (4th ed.). New York: McGraw-Hill.
三、網站部分
台灣CF歷史資料館[線上資料]，來源：http://cf.nctu.edu.tw/[2003, December]。
Michael Jordan 生涯十大好球與大車輪灌籃影片[線上資料]，來源：http://mj23.demo.kmu.edu.tw/[2003, December,12]。
PchomeOnlin[線上資料]，來源http://toget.pchome.com.tw/ [2003,December,12]。