期刊論文| 1. | Jin, C. H.、Villegas, J.(2007)。The Effect of the Placement of the Product in Film: Consumers, Emotional Responses to Humorous Stimuli and Prior Brand Evaluation。Journal of Targeting, Measurement and Analysis for marketing，15(4)，244-255。   |
| 2. | Hoyle, Rick H.、Stephenson, Michael T.、Palmgreen, Philip、Lorch, Elizabeth Pugzles、Donohew, R. Lewis(2002)。Reliability and Validity of a Brief Measure of Sensation Seeking。Personality and Individual Differences，32(3)，401-414。 |
| 3. | Martin, B. A. S.、Sherrard, M. J.、Wentzel, D.(2005)。The role of sensation seeking and need for cognition on web-site evaluations: A resource matching perspective。Psychology & Marketing，22(2)，109-126。 |
| 4. | Cauberghe, Verolien、de Pelsmacker, Patrick(2010)。Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses。Journal of Advertising，39(1)，5-18。 |
| 5. | Chan, F. Y.(2011)。Selling through entertaining: The effect of humour in television advertising in Hong Kong。Journal of Marketing Communications，17(5)，319-336。 |
| 6. | Alden, Dana L.、Hoyer, Wayne D.、Lee, Chol(1993)。Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis。Journal of Marketing，57(2)，64-75。 |
| 7. | Hong, Jiewen、Chang, Hannah H.(2015)。''I'' follow my heart and ''We'' rely on reasons: The impact of self-construal on reliance on feelings versus reasons in decision making。Journal of Consumer Research，41(6)，1392-1411。 |
| 8. | Shapiro, Stewart、MacInnis, Deborah J.、Park, Choong Whan(2002)。Understanding Program-Induced Mood Effects: Decoupling Arousal from Valence。Journal of Advertising，31(4)，15-26。 |
| 9. | Sela, A.、Wheeler, S. C.、Sarial-Abi, G.(2012)。We are not the same as You and I: Causal effects of minor language variations on consumers' attitudes toward brands。Journal of Consumer Research，39(3)，644-661。 |
| 10. | DeLorme, Denise E.、Reid, Leonard N.(1999)。Moviegoers' Experiences and Interpretations of Brands in Films Revisited。Journal of Advertising，28(2)，71-95。 |
| 11. | Verhellen, Yann、Dens, Nathalie、De Pelsmacker, Patrick(2013)。Consumer Responses to Brands Placed in YouTube Movies: The Effect of Prominence and Endorser Expertise。Journal of Electronic Commerce Research，14(4)，287-303。 |
| 12. | Liu, S.-H.、Chou, C.-H.、Liao, H.-L.(2015)。An exploratory study of product placement in social media。Internet Research，25(2)，300-316。 |
| 13. | Djafarova, Elmira、Rushworth, Chloe(2017)。Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users。Computers in Human Behavior，68(1)，1-7。 |
| 14. | Dens, N.、De Pelsmacker, P.、Wouters, M.、Pumawirawan, N.(2012)。Do You Like What You Recognize? The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition。Journal of Advertising，41(3)，35-53。 |
| 15. | Homer, P. M.(2009)。Product Placements: The Impact of Placement Type and Repetition on Attitude。Journal of Advertising，38(3)，21-31。 |
| 16. | Atakan, S. S.、Bagozzi, R. P.、Yoon, C.(2014)。Make it your own: How process valence and self-construal affect evaluation of self-made products。Psychology & Marketing，31(6)，451-468。 |
| 17. | Matthes, J.、Naderer, B.(2016)。Product Placement Disclosures: Exploring the Moderating Effect of Placement Frequency On Brand Responses Via Persuasion Knowledge。International Journal of Advertising，35(2)，185-199。 |
| 18. | Eisend, M.(2009)。A meta-analysis of humor in advertising。Journal of the Academy of Marketing Science，37(2)，191-203。 |
| 19. | Chang, Yong(1996)。The Effect of Humor in Advertising: An Individual-difference Perspective。Psychology and Marketing，13(6)，531-545。 |
| 20. | Yoon, Hye Jin、Tinkham, Spencer F.(2013)。Humorous threat persuasion in advertising: The effects of humor, threat intensity, and issue involvement。Journal of Advertising，42(1)，30-41。 |
| 21. | Chan, F. F. Y.、Lowe, B.、Petrovici, D.(2017)。Young adults' perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong。Journal of Marketing Communications，23(3)，311-328。 |
| 22. | Ferguson, N. S.、Burkhalter, J. N.(2015)。Yo, DJ, that's my brand: An examination of consumer response to brand placements in Hip-Hop music。Journal of Advertisings，44(1)，47-57。 |
| 23. | Evans, Nathaniel J.、Phua, Joe、Lim, Jay、Jun, Hyoyeun(2017)。Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent。Journal of Interactive Advertising，17(2)，138-149。 |
| 24. | Singelis, Theodore M.(1994)。The measurement of independent and interdependent self-construals。Personality and Social Psychology Bulletin，20(5)，580-591。 |
| 25. | Friestad, Marian、Wright, Peter(1994)。The Persuasion Knowledge Model: How People Cope with Persuasion Attempts。Journal of Consumer Research，21(1)，1-31。 |
| 26. | Chen, H.(2018)。College-Aged Young Consumers' Perceptions of Social Media Marketing: The Story of Instagram。Journal of Current Issues and Research in Advertising，39(1)，22-36。 |
| 27. | 練乃華、蘇文達、曾杏如(20050400)。個人因素在幽默廣告勸服途徑中之角色研究。行銷科學學報，1(1)，23-41。 延伸查詢 |
| 28. | Beard, F. K.(2008)。Advertising and audience offense: The role of intentional humor。Journal of Marketing Communications，14(1)，1-17。 |
| 29. | Chan, F. F. Y.、Petrovici, D.、Lowe, B.(2016)。Antecedents of product placement effectiveness across cultures。International Marketing Review，33(1)，5-24。 |
| 30. | Chang, C.-T.、Tseng, C.-H.(2013)。Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking。International Journal of Advertising，32(4)，559-585。 |
| 31. | Cho, H.(1995)。Humor mechanisms, perceived humor and their relationships to various executional in advertising。Advances in Consumer Research，22，191-197。 |
| 32. | Chung, Hwiman、Zhao, Xinshu(2003)。Humour effect on memory and attitude: Moderating role of product involvement。International Journal of Advertising，22(1)，117-144。 |
| 33. | Cline, T. W.、Kellaris, J. J.、Machleit, K. A.(2011)。Consumers' need for levity in advertising communications。Journal of Marketing Communications，17(1)，17-35。 |
| 34. | Coary, S.、Poor, M.(2016)。How consumer-generated images shape important consumption outcomes in the food domain。Journal of Consumer Marketing，33(1)，1-8。 |
| 35. | Danniswara, R.、Sandhyaduhita, P.、Munajat, Q.(2017)。The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram。Information Resources Management Journal，30(2)，23-43。 |
| 36. | De Veirman, M.、Cauberghe, V.、Hudders, L.(2017)。Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude。International Journal of Advertising，36(5)，798-828。 |
| 37. | D'Hooge, S. C.、Hudders, L.、Cauberghe, V.(2017)。Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects。Journal of Consumer Behaviour，16(5)，452-462。 |
| 38. | Dias, J. A.、Dias, J. G.、Lages, C.(2017)。Can negative characters in soap operas be positive for product placement?。Journal of Business Research，71，125-132。 |
| 39. | Dunlop, S.、Freeman, B.、Jones, S. C.(2016)。Marketing to youth in the digital age: The promotion of unhealthy products and health promoting behaviours on social media。Media and Communication，4(3)，35-49。 |
| 40. | Erkan, I.(2015)。Electronic word of mouth on Instagram: Customers' engagements with brands in different sectors。International Journal of Management, Accounting & Economics，2(12)，1435-1444。 |
| 41. | Fugate, D. L.、Gotlieb, J. B.、Bolton, D.(2000)。Humorous services advertising: What are the roles of sex, appreciation of humor, and appropriateness of humor?。Journal of Professional Services Marketing，21(1)，9-22。 |
| 42. | Galloway, G.(2009)。Humor and ad liking: Evidence that sensation seeking moderates the effects of incongruity-resolution humor。Psychology & Marketing，26(9)，779-792。 |
| 43. | Hull, S. J.、Hong, Y.(2016)。Sensation seeking as a moderator of gain- and loss-framed HIV-test promotion message effects。Journal of Health Communication，21(1)，46-55。 |
| 44. | Jin, S. A. A.(2013)。The moderating role of sensation seeking tendency in robotic haptic interfaces。Behaviour & Information Technology，32(9)，862-873。 |
| 45. | Kelly, L. E.、Knox, V. J.、Gekoski, W. L.、Evans, K. M.(1987)。Age-related humor as an indicator of attitudes and perceptions。The Journal of Social Psychology，127(3)，245-250。 |
| 46. | Kim, S.、Lee, J.、Hwang, Y.、Jeong, S. H.(2016)。Effects of prominent in-game advertising in mobile media: Cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge。International Journal of Mobile Communications，14(3)，203-225。 |
| 47. | Lehu, J. M.、Bressoud, É.(2009)。Recall of brand placement in movies: Interactions between prominence and plot connection in real conditions of exposure。Recherche et Applications en Marketing (English Edition)，24(1)，7-26。 |
| 48. | Manson, A. D.、Lagerroos, S.、Janz, P.、Lawson, A.、Gore, J.(2017)。Sensation seeking impact on skin conductance measures of deception and memory。North American Journal of Psychology，19(2)，403-420。 |
| 49. | Martí-Parreño, J.、Bermejo-Berros, J.、Aldás-Manzano, J.(2017)。Product placement in video games: The effect of brand familiarity and repetition on consumers' memory。Journal of Interactive Marketing，38(1)，55-63。 |
| 50. | McQuarrie, E. F.、Phillips, B. J.(2008)。It's not your magazine ad: Magnitude and direction of recent changes in advertising style。Journal of Advertising，37(3)，95-106。 |
| 51. | Morimoto, M.、Trimble, C. S.(2012)。Consumers' use of blogs as product information searches: From need-for-cognition perspective。Marketing Management Journal，22(2)，45-60。 |
| 52. | Mukherjee, A.、Dubé, L.(2012)。Mixing emotions: The use of humor in fear advertising。Journal of Consumer Behaviour，11(2)，147-161。 |
| 53. | Pham, M. T.(1992)。Effects of involvement, arousal, and pleasure on the recognition of sponsorship stimuli。Advances in Consumer Research，19，85-93。 |
| 54. | Smith, S. M.(1993)。Does humor in advertising enhance systematic processing?。Advances in Consumer Research，20(1)，155-158。 |
| 55. | Strick, M.、Holland, R. W.、van Baaren, R.、van Knippenberg, A.(2009)。Humor in the eye tracker: Attention capture and distraction from context cues。The Journal of General Psychology，137(1)，37-48。 |
| 56. | Topolinski, S.(2014)。A processing fluency-account of funniness: Running gags and spoiling punchlines。Cognition and Emotion，28(5)，811-820。 |
| 57. | Vermeir, I.、Kazakova, S.、Tessitore, T.、Cauberghe, V.、Slabbinck, H.(2014)。Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators。International Journal of Advertising，33(4)，785-810。 |
| 58. | Virtanen, H.、Björk, P.、Sjöström, E.(2017)。Follow for follow: Marketing of a start-up company on Instagram。Journal of Small Business and Enterprise Development，24(3)，468-484。 |
| 59. | Yoo, C. Y.、Kim, K.(2005)。Processing of animation in online banner advertising: The roles of cognitive and emotional responses。Journal of Interactive Marketing，19(4)，18-34。 |
| 60. | Yoon, H. J.(2015)。Humor effects in shame-inducing health issue advertising: The moderating effects of fear of negative evaluation。Journal of Advertising，44(2)，126-139。 |
| 61. | Zhu, D. H.、Chang, Y. P.(2015)。Effects of interactions and product information on initial purchase intention in product placement in social games: The moderating role of product familiarity。Journal of Electronic Commerce Research，16(1)，22-33。 |
| 62. | Zinkhan, G. M.、Gelb, B. D.(1990)。Repetition, social settings, perceived humor, and wearout。Advances in Consumer Research，17(1)，438-441。 |
| 63. | Zuckerman, M.(1996)。The psychobiological model for impulsive unsocialized sensation seeking: A comparative approach。Neuropsychobiology，34(3)，125-129。 |
| 64. | Alden, D. L.、Mukherjee, A.、Hoyer, W. D.(2000)。The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising。Journal of Advertising，29(2)，1-15。 |
| 65. | Cowley, Elizabeth、Barron, Chris(2008)。When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence。Journal of Advertising，37(1)，89-98。 |
| 66. | D'Astous, A.、Séguin, N.(1999)。Consumer Reactions to Product Placement Strategies in Television Sponsorship。European Journal of Marketing，33(9/10)，896-910。 |
| 67. | Gelb, B. D.、Zinkhan, G. M.(1986)。Humor and advertising effectiveness after repeated exposures to a radio commercial。Journal of Advertising，15(2)，15-34。 |
| 68. | Gupta, Pola B.、Gould, Stephen J.(1997)。Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences。Journal of Current Issues & Research in Advertisings，19(1)，37-50。 |
| 69. | Gupta, Pola B.、Lord, Kenneth R.(1998)。Product Placement in movies: The Effect of Prominence and Mode on Audience Recall。Journal of Current Issues and Research in Advertising，20(1)，47-59。 |
| 70. | Kacen, J. J.、Lee, Julie A.(2002)。The Influence of Culture on Consumer Impulsive Buying Behavior。Journal of Consumer Psychology，12(2)，163-176。 |
| 71. | Karrh, James A.(1998)。Brand placement: A Review。Journal of Current Issues & Research in Advertising，20(2)，31-49。 |
| 72. | Kellaris, J. J.、Cline, T. W.(2007)。Humor and ad memorability: On the contributions of humor expectancy, relevancy, and need for humor。Psychology & Marketing，24(6)，497-509。 |
| 73. | Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。 |
| 74. | Law, Sharmistha、Braun, Kathryn A.(2000)。I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers。Psychology & Marketing，17(12)，1059-1075。 |
| 75. | Nebenzahl, I. D.、Secunda, E.(1993)。Consumers' Attitudes toward Product Placement in Movies。International Journal of Advertising，12(1)，1-11。 |
| 76. | Russell, James A.(1980)。A circumplex model of affect。Journal of Personality and Social Psychology，39(6)，1161-1178。 |
| 77. | Spotts, Harlan E.、Weinberger, Marc G.、Parsons, Amy L.(1997)。Assessing the Use and Impact of Humor on Advertising Effectiveness: a Contingency Approach。Journal of Advertising，26(3)，17-32。 |
| 78. | Summerfelt, H.、Lippman, L.、Hyman, I. E. Jr.(2010)。The effect of humor on memory: Constrained by the pun。The Journal of General Psychology，137(4)，376-394。 |
| 79. | van Reijmersdal, Eva(2009)。Brand Placement Prominence: Good for Memory! Bad for Attitudes。Journal of Advertising Research，49(2)，151-153。 |
| 80. | Weinberger, Marc G.、Gulas, Charles S.(1992)。The impact of humor in advertising: A review。Journal of Advertising，21(4)，35-59。 |
| 81. | Weinberger, Marc G.、Spotts, Harlan、Campbell, Leland、Parsons, Amy L.(1995)。The Use and Effect of Humor in Different Advertising Media。Journal of Advertising Research，35(3)，44-56。 |
| 82. | Wyer, Robert S. Jr.、Collins, James E. II(1992)。A theory of humor elicitation。Psychological Review，99(4)，663-688。 |
| 83. | Zaichkowsky, J. L.(1985)。Familiarity Product Use, Involvement or Expertise?。Advances in Consumer Research，12，296-299。 |
| 84. | Markus, Hazel R.、Kitayama, Shinobu(1991)。Culture and the self: Implications for cognition, emotion, and motivation。Psychological Review，98(2)，224-253。 |
| 85. | Lee, Angela Y.、Aaker, Jennifer L.、Gardner, Wendi L.(2000)。The pleasures and pains of distinct self-construals: The role of interdependence in regulatory focus。Journal of Personality and Social Psychology，78(6)，1122-1134。 |
| 86. | Leone, Christopher、D'Arienzo, Justin(2000)。Sensation-seeking and Differentially Arousing Television Commercials。Journal of Social Psychology，140(6)，710-720。 |