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本參考書目係依其引用先後次序排列
英文部份
1. James F. Engel, David T. Kollat, and. Rogers D. Blackwell, Consumer Behavior, The ed., New York: Holt, Rinehart and Winston, Inc., 1973.
2. John A. Howard and Jagdish N. Sheth, The Theory of Buyer Behavior. New York: John Wiley & Inc., 1969.
3. C. Glenn Walters and Gardon W, Paul, Consumer Behavior- an integrated framework, Homewood, Ill.: Richard D. Irwin, Inc., 1970.
4. Wroe Alderson, Marketing Behavior and Executive Action Homewood, Ill. Richard D. Irwin, Inc., 1975.
5. Francesco M. Nicocia, Consumer Decision Process - Marketing and Advertising Implications. Englewood Cliffs, New Jersey: Prentice-Hall, Inc.,
6. Philip Kotler, Marketing Management: Analysis, Planning and Control, 3rd ed., Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1976.
7. Steuart Henderson Britt and Harpen W. Boyd, Marketing Management and Administrative Action. New York: McGraw- Hill Book Company, 1973.
8. Robert J. Holloway, Rober A. Mittelstactd, and M. Venkatesan, Consumer Behavior-Contemporary Research in Action, Boston: Houghton Mifflin Company.
9. Anderson, Taylor and Holloway, ” The Consumer and His Alternatives: an Experimental Approach” J.M.R.(May 1966):64.
10. Harold H. Kassarjian and Thomas S. Robertson, Perspectives in Consumer Behavior. Clenvien, Ill.: Scott Foresman and Company, 1968.
11. Donald P. Cox, Risk Taking and Information Handling in Consumer Behavior, Boston: Division of Research, Harvard Business School, 1967.
12. Robert D. Hisrick, Ronald J. Dornoff and Jarome B. Kernan, ” Perceived Risk in Store Selection” J.M.R. (Nov. 1972): 435-39.
13. James W. Taylor, ” The Role of Risk in Consumer Behavior,” J.O.M. (April 1974): 54-60.
14. Michael Perry and B. Curtis Hamn, “Canonical Analysis of Relations Between Socioeconomic Risk and Personal Influence in Purchase Decision”. J.M.R. (Aug. 1969): 351-54.
15. Abe, Arkoff, Adjustment and Mental Health, New York: McGraw-Hill Co., 1968.
16. D.C. McClelland. The Achieving Society. Princeton N.J.: D. Van Nostrand Company, Inc., 1961.
17.D.C. McClelland and A.M. Liberman, “The Effect of need for Achievement on Recognition of Need-Related Words. “ Journal of Personality, Vol. 18 (1949): 236-51.
18. R.M. Deoharms; H.W. Morrison; W. Reitman; and D.C. McClelland, ”Behavioral Correlates of Directly and Indirectly Measured Achievement Motivation, “ in David C. McClelland, ed., Studies in Motivation, New York: Appleton-Century-Crofts, 1955: 414-23.
19. Saburo Iwawaki, Richard Lymn, “Measuring Achievement Motivation in Japan and Great Britain “Journal of Cross Cultural Psychology, Vol.3, 1972: 219-20.
20. Joseph. W. Newman and Bradley D. Lockeman, “ Measuring Purchase Information Seeking.” Journal of Consumer Research, Vol.2 (December, 1975): 216-21.
21. Alderson and Sessions, Inc. “Basic Research Report on Consumer Behavior.” in Ronald E. Frank, Alfred. A. Kuehn and William F. Massy, eds., Quantitative Techniques in Marketing Analysis. Homewood Ill.: Richard D. Irwin, 1962: 129-45.
22. Bucklin, Louis P., “Testing Propensities to Shop” J.O.M. 30, (Jan. 1966):22-7.
23. Donnermuth, William P. The Shopping Matrix and Marketing Strategy” J.M.R. Vol. 2 (May 1965): 128-32.
24. Mark I. Alpert, “Identification of Determinant attributes: A Comparison of Methods. “ J.M.R. Vol. 8, (May 1971) : 184-91.
25. James H. Myers and Mark I, Alpert, Determinant Buying Attitudes: Moaning and Measurement.” J.O.M. Vol. 52, (October 1962): 13-20.
26. C. Michael Troutman and James Shanteau, “ Consumers Evaluate Products by Adding or Averaging Attribute Information?” Journal of Consumer Research, Vol. 3, (September 1976): 101-6.
中文部分：
1.華南商業銀行總行徵信室編印，「台灣的音樂器材工業」，民國六十五年八月。
2.黃俊英著，行銷研究——管理與技術，民國六十五年八月。
3.張春興、楊國樞合著，心理學，台北：三民書局，民國六十四年一月版。
4.陳定國編著，現代行銷學下冊——行銷管理之策略應用，台北：華泰書局，民國六十六年三月初版。
5.許士軍著，現代行銷學，民國六十五年六月初版。
6.吳靜吉著，「創造思考與大專聯考成績，冒險性以及成就動機的關係」，行政院國家科學委員會研究報告，民國六十五年未出版。
7.鄭伯壎編譯，顧客行為——消費心理學，台北：大洋出版社，民國六十五年九月初版。