| 期刊論文| 1. | Keller, P. A.、Block, L. G.(1996)。Increasing the persuasiveness of fear appeals: The effect of arousal and elaboration。Journal of Consumer Research，22(4)，448-459。   | | 2. | Korgaonkar, P. K.、Moschis, G. P.(1982)。An experimental study of cognitive dissonance, product involvement, expectations, performance and consumer judgment of product performance。Journal of Advertising，11，32-44。 | | 3. | 吳統雄(1995)。態度與行為研究的信度與效度：理論、反應、反省。民意學術專刊，1(2)，29-53。 延伸查詢 | | 4. | Gardner, Meryl Paula(1985)。Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?。Journal of Marketing Research，22(2)，192-198。 | | 5. | Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。 | | 6. | Maheswaran, Durairaj、Meyers-Levy, Joan(1990)。The influence of message framing and issue involvement。Journal of Marketing Research，27(3)，361-367。 | | 7. | Laczniak, Russell N.、Muehling, Darrel D.、Grossbart, Sanford(1989)。Manipulating Message Involvement in Advertising Research。Journal of Advertising，18(2)，28-38。 | | 8. | Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。 | 圖書| 1. | 蕭富峰(1991)。廣告行銷讀本。台北市：遠流。 延伸查詢 | | 2. | 黃深勳、鄭自隆、戚栩櫏、黃明蕙、郭文耀、漆梅君(1998)。廣告學。臺北縣蘆洲市：國立空中大學。 延伸查詢 | | 3. | Petty, Richard E.、Cacioppo, John T.(1981)。Attitude and Persuasion: Classic and Contemporary Approaches。Dubuque, IA：Wm. C. Brown Company。 | | 4. | 黃俊英(1996)。行銷研究。華泰書局。 延伸查詢 | | 5. | Engle, J. F.、Blackwell, R. D.、Miniard, P. W.、王志剛、謝文雀(1995)。消費者行為。臺北：華泰書局。 延伸查詢 | | 6. | Assael, Henry(1995)。Consumer behavior and marketing action。South-Western College Publishing。 | | 7. | Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1990)。Consumer Behavior。Chicago, IL：Dryden Press。 | | 8. | Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。 | 其他| 1. | 方蘭生(1994)。傳播原理，台北：三民書局。 延伸查詢 | | 2. | 郭崑謨(1991)。國際行銷，台北：三民書局。 延伸查詢 | | 3. | 樊志育(2000)。廣告新論，台北：三民書局。 延伸查詢 | | 4. | 蔡焜霖(1993)。新廣告心理，台北：朝陽堂文化出版。 延伸查詢 | | 5. | 藍誌宏(1997)。廣告EQ行大運，台北：秋海棠出版。 延伸查詢 | | 6. | Andrews, J. C.(1988)。Motivation, Ability and Opportunity to Process Information: Conceptual and Experiment Manipulation Issues。 | | 7. | Brooker, G. P.(1981)。A Comparison of the Persuasive Effects of Mild Humor and Mild Fear Appeals。 | | 8. | Hyman, M. R. and R. K .Tansey(1990)。The Ethics of Psychoactive Ads。 | | 9. | Latour, M. S. ; Pitts, R. E.(1989)。Using Fear Appeals in Advertising for AIDS Prevention in the College-Age Population。 | | 10. | Latour, M. S., R. L. Snipes, and S. J. Bliss(1996)。Don’t Be Afraid To Use Fear Appeals: An Experimental Study。 | | 11. | Petty, R. E., J. T. Cacioppo, and D. Schumann(1983)。Central and Peripheral Route to Advertising Effectiveness: The Moderating Role of Involvement。 | | 12. | Kotler, P.(1995)。Marketing Management: Analysis, Planning and Control。 | | 13. | Rotfeld, H. J.(1989)。Fear Appeals and Persuasion: Assumptions and Errors in Advertising Research。 | |