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參考書目

中文部份

李美枝 社會心理學。大洋出版社，民國七十年，84〜85頁。

林清山 心理與教育統計學。東華書局，民國六十九年。

洪良浩、詹炳發 有效行銷管理——行銷規劃與控制。哈佛企管公司，民國六十三年。

唐元瑛譯 社會心理學，幼獅文化公司，民國六十九年，62〜63頁。

黃俊英、陳定國 企業研究應用技術大全。大世紀出版公司，民國六十八年。

黃俊英 行銷研究——管理與技術增訂版。華泰書局，民國七十年。

高熊飛編譯 行銷管理——分析規劃與控制。華泰書局，民國六十九年，195〜196頁。

陳定國 現代行銷學——行銷管理之策略應用下册。華泰書局，民國六十九年。

郭為藩 自我心理學。開山書局，民國六十八年。

楊國樞、文崇一、吳聰賢、李亦園 社會及行為科學研究法下册。東華書局，民國六十八年

鄭伯壎編譯 消費者心理學。大洋出版社，民國七十年。

藍三印、羅文坤 廣告心理學。天馬出版社，民國六十八年。

英文部份

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Mead, G. H. Mind, Self and Society. Chicago : University of Chicago Press, 1934.

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Mason, J. B., & Mayer, M. L. “The Problem of the Self-Concept in Store Image Studies, Journal of Marketing. 1970, 67-69.

Martineau, P. Motivation in Advertising, N. Y. : McGraw-Hill Book Company, 1957.

Newcomb, T. M. The Acquaintance Process. N.Y. ; Holt, Rinehart & Winston, 1961.

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Smith, A. J. “Similarity of Values arid its Relation to Acceptance and the Projection of Similarity, ” Journal of Psychology, 43, 1957, 251-260.

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Wylie, R. C. The Self-Concept : A Critical Survey of Pertinent Research Literature, 1961.