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中文部份：
1.黃俊英著，行銷研究（管理與技術）。
2.莊克寧著，耐久性消費品擴散過程之研究――彩色電視機之實例，李再為著，非耐久性消費品擴散過程之研究――沙拉油、褲襪、可口奶滋之實例，及周公璵著，新產品購買行為之研究。企業管理研究所碩士論文。
英文部份
1. Barnet, Homer G., Innovation: The Basis of Cultural Change. New York: McGraw-Hill Book Company Inc., 1953.
2. Bass, King, and Pessemier, Applications of the Science in Marketing Management.
3. Bell, William E., Consumer Innovators: A Unique Market for Newness in Proceeding of the Winter Conference of the American Marketing Association, Chicago, 1963.
4. Britt, Steuart Handerson, and Boyd, Harper W. Marketing Management and Administrative Action. New York: McGraw-Hill Book Company, 1973.
5. Cohen, Joel B., Fishbein Martin, and Ahtola Dill T., ”The Nature and Uses of Expectancy-Value Models in consumer Attitude Research,” Journal of Marketing Research (Nov. 1972): PP. 456-467.
6. Engel, James F., Kollat, David T., and Blackwell, Roger D. Consumer Behavior. New York: Holt, Rinehart and Winston, Inc., 1968.
7. Feber, Robert, Handbook of Marketing Research.
8. Green, Paul E., and Tull, Donald S., Research for Marketing Decisions. 3rd ed.
9. Hannson, Fleming, Consumer Choice Behavior: A Cognitive Theory. New York: The Free Press, 1972.
10. Holloway, Robert J., Mittelstaedt, Robert A., and Venkatesan, M. Consumer Behavior-Contemporary Research in Action. Boston: Houghton Mifflin Company.
11. Howard, John A., Marketing Analysis and Planning. rev. ed., Homewood, Ill.: Richard D. Irwin, Inc., 1963.
12. Kotler, Philip, Marketing Management. 2nd ed. New Jersey: Prentice-Hill Inc., 1974.
13. Lasswell, Harold D., Power and Personality. New York: W. W. Norton & Company, Inc., 1948.
14. Laptin, Lawrence L., Statistics for Modern Business Decisions. New York: Harcourt Brace Jovanovich, Inc., 1973.
15. M., Fishbein, ” A Behavior Theory Approach to the Relations between Beliefs about an Object and the Attitude toward the Object.” M. Fishbein ed. Readings in Attitude Theory and Measurement. New York: Wiley & Sons. 1967.
16. Newcomb, Theodore M., Turner, Ralph H., and Converse, Philip E., Social Psychology. New York: Holt, Rinehart & Winston, Inc., 1965.
17. Nicosia, Francesco M., Consumer Decision Processes-Marketing and Advertising Implications. Englewood Cliffs, New Jersey: Prentice-Hall, Inc.
18. Robertson, Thomas S., and Kennedy, James N., “Prediction of Consumer Innovators: Application of Multiple Discriminant Analysis”. Journal of Marketing Research (Feb. 1968).
19. Robertson, Thomas S., Innovative Behavior and Communication. Holt, Rinchart and Winston, Inc. 1971.
20. Robertson, Thomas S., The Process of Innovation and the Diffusion of Innovation. Journal of Marketing. Vol. 31 (January 1967).
21. Robertson, Thomas S., Consumer Behavior, Glenview, Ill.: Scott, Foresman & Co., 1973.
22. Rogers, Everett M., and Shoemaker, F. Floyd, Communication of Innovations-A Cross-Cultural Approach. 2nd ed. New York: A Division of Macmillan Publishing Co., 1971.
23. Rogers, Everett M., Diffusion of Innovations. New York: The Free Press of Glencoe London: Macmillan New York, 1962.
24. Walters, C. Glenn, Consumer Behavior-Theory and Practice. Homewood, Ill. : Richard D. Irwin, Inc.