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P.(1965)。Review of the Historical, Empirical and Theoretical Status of the Von Restorff Phenomenon。Psychological Bulletin，63，421。 | | 28. | Zajonc, Robert B.(1968)。Attitudinal Effects of Mere Exposure。Journal of Personality and Social Psychology Monographs，9(2, Part 2)，1-28。 | | 29. | Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly，29(3)，349-356。 | | 30. | Goldberg, Marvin E.、Hartwick, Jon(1990)。The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness。Journal of Consumer Research，17(2)，172-179。 | | 31. | Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。 | | 32. | Bloch, Peter H.、Richins, Marsha L.(1983)。A Theoretical Model for the Study of Product Importance Perceptions。Journal of Marketing，47(3)，69-81。 | 研究報告| 1. | Ulanoff, Stanley M.(1975)。Comparative Advertising: An Historical Retrospective。Cambridge, MA：Marketing Science Institute。 | 學位論文| 1. | 方淑慧(1989)。比較性廣告之定位與溝通效能研究(碩士論文)。國立政治大學。 延伸查詢 | 圖書| 1. | Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1986)。Consumer behavior。The Dryden Press。 | | 2. | 張紹勳、林秀娟(1991)。SAS/PC統計分析與實務運用。台北：松崗電腦圖書資料股份有限公司。 延伸查詢 | | 3. | Assael, Henry(1984)。Consumer Behavior and Marketing Actions。Boston, Massachusetts：Kent Publishing Co.。 | | 4. | Berscheid, E.、Walster, E.、Berkowitz, L.(1974)。Physical Attractiveness。New York：Academic Press。 | | 5. | Schultz, D. E.、Martin, D.、Brown, W. P.(1984)。Strategic Advertising Campaigns。Chicago, IC：Crain Books, Division of Crain Communications, Inc.。 | | 6. | 黃俊英(1987)。行銷研究：管理與技術。台北市：華泰。 延伸查詢 | | 7. | 黃俊英(1991)。多變量分析。台北：中國經濟企業研究所。 延伸查詢 | | 8. | Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。 | | 9. | Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。 | | 10. | Byrne, D. E.(1971)。The Attraction Paradigm。Academic Press。 | | 11. | Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Obvious Change。Yale University Press。 | 圖書論文| 1. | Rothschild, Michael L.(1979)。Advertising Strategies for High and Low Involvement Situation。Attitude Research Plays for High Stakes。Chicago：American Marketing Association。 | |