| 期刊論文| 1. | Berkowitz, L.、Connor, W. H.(1966)。Success, failure, and social responsibility。Journal of Personality and Social Psychology，4(6)，664-669。   | | 2. | Schwartz, S. H.(1973)。Normative explanations of helping behavior: A critique, proposal, and empirical test。Journal of Experimental Social Psychology，9(4)，349-364。 | | 3. | Piliavin, I. M.、Rodin, J.、Piliavin, J. A.(1969)。Good samaritanism: An underground phenomenon。Journal of Personality and Social Psychology，13，289-299。 | | 4. | Osterhus(1997)。Pro-social consumer influence strategy: when and how do they work。Journal of Marketing，61，16-29。 | | 5. | Marshall, K. P.(1999)。Volmiteerism Among Non-clients as Marketing Exchange。Journal of Nonprofit and Public sector Marketing，6(2)，95-106。 | | 6. | Goranson, R. E.、Berkowize, L.(1966)。Reciprocity and responsibility reactions to prior help。Journal of Personality and Social Psychology，3，227-232。 | | 7. | Berkowitz, L.、Frideman, P.(1967)。Some social class differences in helping behavior。Journal of Personality and Social Psychology，5，435-441。 | | 8. | Fehr, F.、Fischbacher, U.(2004)。Thired-party punishment and social norms。Evolution and Human Behavior，25，63-87。 | | 9. | Wiklund, J.、Shepherd, D.(2003)。Aspiring for, and Achieving Growth: The Moderating Role of Resources and Opportunities。The Journal of Management Studies，40(8)，1919-1942。 | | 10. | Kotler, Philip、Levy, Sidney J.(1969)。Broadening the Concept of Marketing。Journal of Marketing，33(1)，10-15。 | | 11. | Kotler, Philip、Zaltman, Gerald(1971)。Social marketing: An approach to planned social change。Journal of Marketing，35(3)，3-12。 | | 12. | Homans, George Casper(1958)。Social Behavior as Exchange。American Journal of Sociology，63(6)，597-606。 | 圖書| 1. | Kotler, Philip、Roberto, Ned、Lee, Nancy R.(2002)。Social Marketing: Improving the Quality of Life。Sage。 | | 2. | Batson, C. D.(1991)。The Altruism Question。New Jersey：Hillsdale。 | | 3. | Bar-Tal, D.(1976)。Prosocial behavior-theory and research。Washington, DC：Hemisphere。 | | 4. | Andreasen, A. R.(1995)。Marketing social changing behavior to promote health, social development, and the environment。San Francisco：Jossey-Bass Publishers。 | | 5. | Kotler, Philip、Roberto, Eduardo L.(1989)。Social Marketing: Strategies for Changing Public Behavior。Free Press。 | | 6. | Kotler, P.(1975)。Marketing for nonprofit organization。NJ：Prentice-Hill, Inc.。 | | 7. | Chang, S. S.(2000)。Research Method。Taichung：Cang Hai。 | | 8. | Kotler, Philip、Armstrong, Gary(1991)。Principles of Marketing。Englewood Cliffs, NJ：Prentice-Hall。 | | 9. | Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。 | | 10. | Homans, George Caspar(1961)。Social behavior: Its elementary forms。Harcourt, Brace & World, Inc.。 | 單篇論文| 1. | Piliavin, J. A.，Piliavin, I. M.(1973)。The Good Samaritan: Why does he help?，Madison, WI：University of Wisconsin。 | 圖書論文| 1. | Schwartz, S. H.(1977)。Normative influences on altruism。Advances in Experimental Social Psychology。Academic Press。 | | 2. | Hoffman, M. L.(1981)。The development of empathy。Altruism and helping behavior: Social, personality, and developmental perspectives。Hillsdale, New Jersey：Lawrence Erlbaum Associates, Inc.。 | | 3. | Batson, C. D.(1987)。Prosocial motivation: Is it ever truly altruistic?。Advances in experimental social psychology。Academic Press。 | | 4. | Ajzen, Icek(1989)。Attitude Structure and Behavior。Attitude Structure and Function。Lawrence Erlbaum Associates, Inc.。 | |