幽默廣告的效果一直是廣告界爭議的議題，而依Petty & Cacioppo

1986） 所提的思考可能性模式（elaboration like-lihood model；簡

稱 ＥＬＭ）來看，高低涉入的不同，的確可以使不同變項對態度改變的

影響有不同的效果。根據ＥＬＭ的論點，態度說服的發生可以經由兩種途

徑：中央路徑（central route） 與邊陲（peripheral route）。Celsi

& Olson（1988） 認為在研究涉入時應考慮「與個人相關的情境來源」（

情境涉入）以及「與個人相關的內在來源」 持久涉入）。

周紹賢 (民82) ： 幽默式廣告深得人心。突破雜誌。82年2月。P124-127。

洪順慶、康必松 (民80) ：感性廣告的古典制約效果。管理科學學報。第八卷。第二期P181-199。

徐千田 (民76) ：青少年消費參與程度之相關研究。國立政治大學心理研究所碩士論文。

陳學志 (民80) ：幽默認知理解的過程。國立台灣大學心理研究所博士論文。

黃俊英、賴文彬 (民79) ：涉入的理論發展與實務應用。管理科學學報。第七卷，第一期p15-29。

楊中芳 (民78) ：廣告的心理原理。遠流出版公司。
Batra R. & Ray M.L.(1986).Affective Responses Mediat-ing Acceptance of Advertising.Journal of Consu-mer Research.Vol.13,Sep,234-249.
Belk,Russel W.(1975).Situational Variables and Consumer Behavior.Journal of Consumer Research.2,p157.
Berger,David(1981).A Retrospective:FCB Recall Study.Adv-ertising Age.Oct 26.
Blattberg R.C. & Neslin S.A. (1990). Sales Promotion:Conc-ept,Methods, and Strategies.Englewood Cliffs, N.J.:Pre-ntice Hall.
Brooker G.(1981).A Comparison of the Presuasive Effects of Mild Humor and Mild Fear Appeals. Journal of Adver-tising.Vol.10,No.4,29-40
Burke M.C. & Edell J.A.(1989).The Impact of Feelings on Ad-Based Affect and Cognition.Journal of Marketing Research.Vol.26,Feb,69-83.
Cacioppo J.T. & Petty R.E.(1979).Issue Involvement Can Increase or Decrease Persuation by Enhancing Message-Relevant Cognitive Response.Journal of Personality and Social Psychology.Vol.37,No.10,1915-1926.
Cacioppo J.T. & Petty R.E. (1981).Personal Involvement as a Determinant of Argument-Based Persuation. Journal of Personality and Social Psychology.Vol.41,No.5,847-855.
Cacioppo J.T.,Petty R.e., & Schumann D.(1983). Contral and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement.Journal of Consumer Re-search.Vol.10,Sep,135-146.
Cacioppo J.T. & Petty R.E.(1984).The Effects of Involve-ment on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuation.Journal of Personality and Social Psychology.Vol.46,No.1,69-81.
Cacioppo J.T.,Petty R.E.,Chuan Feng Kao, & Rodriguez R.(1986).Central and Peripheral Routes to Persuation:An Individual Difference Perspective.Journal of Persona-lity and Social Psychology.Vol.51,No.5,1032-1043.
Cacioppo J.T. & Petty R.E.(1986a).Communication and Per-suation.NY:Spring-Verlag.
Cacioppo J.T. & Petty R.E.(1986b).The Elaboration Likeli-hood Model of Persuation.in L.Berkowitz(ed.).Advances in Experimental Social Psychology.vol.19,Orlando,FL.Academic press.
Cacioppo J.T., Petty R.E.,Constantine Sedikides,& Stra-thman A.J.(1988).Affect and Persuation.American Beha-vioral Scientist.Vol.31,No.3,Jan/Feb,p355-371.
Celsi R.L. & Olson J.C.(1988).The Role of Involvement in Attention and Comprehension Processes.Journal of Con-sumer Research.Vol.15,Sep,210-224.
Chattopadhyay A. & Kunal Basu(1990).Humor in Advertising :The Moderating Role of Prior Brand Evaluation.Journal of Marketing Research.Vol.27,Nov,466-476.

Copeland,M.T.(1923).The Relation of Consumers Habits to Marketing Method.Harvard Business Review,1,Apr,p282-289.
Ducan C.P. & Nelson J.E.(1985).Effects of Humor in a Ra-dio Advertising Experiment.Journal of Advertising.Vol.14,No.2,33-40.
Edell J.A. & Burke M.C.(1987).The Power of Feeling in Un-derstanding Advertising Effects.Journal of Consumer Research.Vol.14,Dec,421-433.
Gardner R.P.(985).Mood States and Consumer Behavior:Crit-ical Review.Journal of Consumer Research.Vol.12,Dec,281-315.
Gelb B.D. & Zinkhan G.M.(1986).Humor and Advertising Eff-ectiveness after Repeated Exposures to a Radio Commer-cial.Journal of Advertising.vol.15,No.2,15-20.
Gorn.Gerald J.(1982).The Effects of Music in Advertising on Choice Behavior:A Classical Conditioning Approach.Journal of Marketing.46,Winter,p94-101.
Greenward A.G. & Leavitt C.(1984).Audience Involvement in Advertising:Four Levels.Journal of Consumer Research.vol.11,June,581-592.
Gresham L.G. & Shimp T.A.(1985).Attitude Toward the Adv-ertisement and Brand Attitudes:A Classical Condition-ing Perspective.Journal of Advertising.Vol.14,No.1,10-17.
Holbrook M.B. & Batra R.(1987).Assessing theRole of Em-otions as Mediators of Consumer Response to Advertis-ing.Journal of Consumer Research.Vol.14,Dec,404-419.
Homer P.M.(1990).The Mediating Role of Attitude Toward the AD:Some Additional Evidence.Journal of Marketing Research.Vol.27,Feb,78-86.
Houston,Michael J. & Michael L.Rothschild(1978).Concept-ual and Methodoligical Perspective in Involvement. Research Forntiers in Marketing:Dialogues and Direct-ions, ed.S.Jain.Chicago,IL:American Marketing Assoca-tion ,p184-187.
Johnson B.T.& Eagly A.H.(1989).Effects of Involvement on Persuasion:A Meta-Analysis.Psychological Bulletin.vol.106,No.2,290-314.
Kapferer J-N. & Laurent G.(1985/86).Consumer Involvement Profiles:A New Practical Approach to Consumer Involv-ement.Journal of Advertising Research.Vol.25,No.6,Dec1985/Jan1986,48-56.
Kaplan R.M. & Pascoe G.C.(1977).Humorous Lectures and Humorous Examlpes:Some Effects Upon Comprehension and Retention.Journal of Educational Psychology.Vol.69,No.1,61-65.
Klein D.M. & Bryant Jennings(1982).Relationship Between Humor in Introductory Textbooks and Students’ Evalua-tions of The Texts’Appeal and Effectiveness.Psycholo-gical Reports.Vol.50,2235-241.

Krugman,H.E.(1965).The Impact of Television Advertising :aLearning Without Involvement.Public Opinion Quarter-ly.29(Fall),p349-356.
Lammers H.B.,Leibowitz L.,Seymour G.E. & Hennessey J.E.(1983).Humor and Cognitive Response to Advertising Stimuli:A Trace Consolidation Approach.Journal of Bus-iness Research.vol.11,173-185.
Lastovick,J.L. & Bonfield, E.H.(1982).Do Consumers Have Brand Attitudes? Journal of Economic Psychology.2,p57-75.
Laurent G. & Kapferer J.(1985).Measuring Consumer Invo-lvement Profiles.Journal of Marketing Research.Vol.22,Feb,41-53.
Maclnnis D.J.,Moorman C., & Jaworski B.J.(1991).Enhancing and Measuring Consumeros’ Motivation,Opportunity,and Ability to Process Brand Information From Ads.Journal of Marketing.vol.55,Oct,32-53.
Madden T.J. & Weinberger M.G.(1982).The Effects of Humor on Attention in Magazine Advertising.Journal of Adve-rtising.Vol.11,No.3,8-14.
Madden T.J. & Weinberger M.G.(1984).Humor in Advertising :Apractitioner View.Journal of Advertising.Vol.24,No.4,Aug/Sep.23-29.
Madden T.J.,Allen C.T.,& Twible J.L.(1988).Attitude To- Ward the Ad:An Assessment of Diverse Measurment Indi-ces Under Different Processing “Sets”.Journal of Mar-keting Research.Vol.25,Aug,242-252.
McGhee, P.E. & Goldstein,J.H.(Eds.).(1983).Handbook of Miniard P.W, Bhatla S., & Rose R.L.(1990).On the Forma-tion and Relationship of Ad and Brand Attitudes:An Experimental and Causal Analysis.Journal of Marketing Research.Vol.27,Aug,290-303.
Mitchell A.A.(1986).The Effect of Verbal and Visual Com-ponents of Advertisements on Brand Attitudes and Att-itude Toward the Advertisement.Journal oc Consumer research.vol.13,June,12-24.
Mittal B.(1990).The Relative Roles of Brand Beliefs and Attitude Toward the Ad as Mediators of Brand Attitude :A Second Look.Journal of Marketing Research.vol.27,May,209-219.
Nazareth,J.(1988).The Psychology of military houmor.New Delhi:Lonor.
Nelson J.E.,Ducan C.P., & Frontczak N.T.(1985).The Dist-raction Hypothesis and Radio Advertising.Journal of Marketing.Vol.49,Winter,60-71.
Park C.W. & Young S.M.(1986).Consumer Response to Telev-ision Commercial:The Impact of Involvement and Back-ground Music on Brand Attitude Formation.Journal of Marketing Research.Vol.23,Feb,11-24.
Posner F.(1982).Point of View:Persuation or DAR?-the Wrong Question.Journal of Advertising Research.Vol.22,No.1,Feb/Mar,57-58.

Ratchford B.T.(1987).New Insights about the FCB Grid.Jou-rnal of Advertising Research.Aug/Sep,24-38.
Ross, Jr.H.L.(1982).Recall Versusu Persuation:An Answer.Journal of Advertising Research.Vol.22,No.1,Feb/Mar,13-16
Rule B.G. & Rehill D.(1970).Distraction and Self-Esteem Effects on Attitude Chang.Journal of Personality and Social Psychology.Vol.15,No.4,359-365.
Sott C.,Klein D.M., & Bryant J.(1990).Consumor Response to Humor in Advertising:A Series of Field Studies Using Behavioral Observation.Journal of Consumer Res-earch.vol.16,Mar,498-501.
Sherif,M. & Catril,H.(1947).The Psychology of Ego Invo-lvement.New York:John Wiley & Sons,Inc.
Sternthal,Brian & Craig C.S.(1973).Humor in Advertising.Journal of Marketing.Vol.37,Oct,12-18.
Stuart E.W.,Shimp T.A., & Engle R.W.(1987).Classical Con-ditioning of Consumer Attitudes:Four Experiments in an Advertising Context.Journal of Consumer Research.vol.14,Dec,334-349.
Sutherland,John C., & Lisa A.Middleton.(1983).The Effect ofHumor on Advertising Credibility and Recall of the Advertising Message. in Proceedings of the 1983 Conve-ntion of the American Academy of Advertising.Lawren-ce,Kansas:William AllenWite School of Journalism and Mass Communications,University of Kansas,1983.
Traylor,Mark B.(1981).Product Involvement and Brand Com-mitment.Journal of Advertising Research.21,Dec,p51-56.
Vaughn R.(1980).How Advertising Works:A Planning Model.Journal of Advertising Research.Vol.20,No.5,Oct,27-33.
Weinberger M.G. & Campbell L.(1991).The Use and Impact of Humor in Radio Advertising.Journal of Advertising Research.Dec 1990/Jan 1991,44-52.
Wilson,C.P.(1979).Joks form,content,use and function.New York,London:Academic Press.
Zaichkowsky J.L.(1985).Measuring the Involvement Constr-uct.Journal of Consumer Research.Vol.12,Dec,341-352.
Zaichkowsky J.L.(1986).Conceptualizing Involvement.Jour-nal of Advertising.Vol.15,No.2,4-14.
Zanna M.P.,Kiesler C.A., & Pilkonis P.A.(1970).Positive and Negative Attitudinal Affect Established by Class-ical Conditioning.Journal of Personality and Social Psychology.Vol.14,No.4,321-328.
Zielsk H.A.(1982).Does Day-After Recall Penalize “Feel-ing”. Journal of Advertising Reseach.Vol.22,No.1,Feb/MAR,19-22