| 期刊論文| 1. | Bierly, C.、McSweeney, F. K.、Vannieuwkerk, R.(1985)。Classical conditioning of preferences for stimuli。Journal of Consumer Research，12(3)，316-323。   | | 2. | Sewall, M. A.、Sarel, D.(1986)。Characteristics of radio commercials and their recall effectiveness。Journal of Marketing，50(1)，53-60。 | | 3. | Gorn, Gerald J.、Goldberg, Marvin E.、Chattopadhyay, Amitava、Litvack, David(1991)。Music and Information in Commercials: Their Effects with an Eldery Sample。Journal of Advertising Research，31(5)，23-32。 | | 4. | Edell, Julie A.、Burke, Marian Chapman(1987)。The power of feelings in understanding advertising effects。Journal of Consumer research，14(3)，421-433。 | | 5. | Gorn, Gerald J.(1982)。The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach。Journal of Marketing，46(1)，94-101。 | | 6. | Milliman, Ronald E.(1986)。The influence of background music on the behavior of restaurant patrons。Journal of Consumer Research，13(2)，286-289。 | | 7. | Park, C. Whan、Young, S. Mark(1986)。Consumer Response to Television Commercials: The Impact of Involvemene and Background Music on Brand Attitude Formation。Journal of Marketing Research，23，11-24。 | | 8. | Alpert, Judy I.、Alpert, Mark I.(1991)。Contributions from a Musical Perpective on Advertising and Consumer and Behavior。Advances in Consumer Research，18，232-238。 | | 9. | Millman, Ronald E.(1982)。Using Background Music Toaffect the Behavior of Supermarket Shoppers。Journal of Marketing，46(86)，91。 | | 10. | 林建煌(19911000)。廣告經濟面信念：一個新的意見領袖區分變數。管理評論，10，47-58。 延伸查詢 | | 11. | 林建煌(19911200)。廣告主聲譽、廣告訊息正反性對廣告效果之影響--廣告信念的權變觀點。管理科學學報，8(2)，169-180。 延伸查詢 | | 12. | Bruner, C. Gordon(1990)。Music, Mood and Marketing。Journal of Marketing，54(4)，94-104。 | | 13. | Batra, Rajeev、Stayman, Douglas M.(1990)。The Role of Mood in Advertising Effectiveness。Journal of Consumer Research，17(2)，203-214。 | | 14. | Gundlach, Ralph H.(1935)。Factors Determining The Characterization of Musical Phrases。American Journal of Psychology，47，624-643。 | 圖書論文| 1. | Alpert, Judy I.、Alpert, Mark I.(1988)。Background Music as an Influence in Consumer Mood and Advertising Responses。Advances in Consumer Research。Honolulu, HI：Association of Consumer Research。 | | 2. | Hunt, James B.(1988)。An Experimental Study of the Effect of Music on Radio Commercial Performance。Proceedings of the Southern Marketing Assocition。 | |