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一、英文部份：
1. Rolf Gunnar Sandell, “Effect of Attitudinal and Situational Factors on Reported Choice Behavior”, Journal of Marketing Research, Vol. V (November 1968).
2. John A. Howard and Jagdish N. Sheth, “ A Theory of Buyer Behavior,” in perspectives in consumer behavior, eds. Harold A. Kassarjion and Thomos S. Robertson, (Glenview: Scott, Foresman and Company, 1968).
3. Russel W. Belk, “Situational Variables and Consumer Behavior”, Journal of Consumer Research, Vol.2, December 1975
4. ________, “An Exploratory Assessment of Situational Effects in Buyer Behavior”, Journal of Marketing Research, 11 ( May, 1974).
5. ________, “Application and Analysis of the Behavior Differential Inventory for Assessing
Situational Effects in Consumer Behavior, “ in Scott Word and Peter Wright (eds.), Advances in Consume Research, Vol. 1,Urbana: Association for Consumer Research, 1974.
6. William O. Bearden & Arch G, Woodside, “Interactions of Consumption Situations and Brand Attitudes,. Journal of Applied Psychology, 1976. Vol. 61.
7. Frank M. Boss and Wayne W. Talarzyk, “ Attitude Model for the Study of Brand Preference, “ Journal of Marketing Research, Vol. 9 (Feb. 1972).
8. Engel J,F., D.T. Kollat, and R.D. Blackwell, “Personality Measures and Market Segmentation, “ Business Horizons, 12 (June, 1969), PP. 61-70.
9. Moos, R.H. “Conceptualizations of Human Environments”, American Psychologist, 28 (1973).
10. Allen, B. L., “Situational Factors in Conformity, “ in Leonard Berkowitz, Advances in Experimental Social Psychology, Vol. 2, New York: Academic Press,1965.
11. Kasmar, J.V. ”The Development of a Usable Lexicon of Environment Descriptions,” Environment and Behavior, 2(1970).
12. Bishop, D.W. and P.A. Witt, ”Sources of Behavioral Variance During Leisure Time, ” Journal of Personality and Social Psychology, 16 (October, 1970).
13. Lutz, R.J. and P. K. Kakkar, “ The Psychological Situation as a Determinant of Consumer Behavior,” in Mary Jane Schlinger (ed.), Advances in Consumer Research, Vol. 2, Chicago: Association for Consumer Research, 1975.
14. Goldine C. Glesor, L.J. Cronbach, and N. Rajaratnam, ”Generalizability of Scores Influence by Multiple Sources of Variance, ” Psychometrika, 30 (1965).
15. N.S. Endler, and J. MCV. Hunt, ”Sources of Behavioral Variance as Measured by the S-R Inventory of Anxiousness,” Psychological Bulletin 65(1966).
16. Michael B. Mazis, Olli T. Ahtola and R. Eugene Klippel; “A Comparison of Four Multi-Attribute Models in the Prediction of Consumer Attitudes”, Journal of Consumer Research, Vo, 2, June 1975.
17. George S. Day, “Evaluating Models of Attitude Structure, “Journal of Marketing Research, Vol. 9, (August 1972).
18. Hillel J. Einhorn, “The Use of Nonlinear, Noncompensatory Models in Decision Making”, Psychological Bulletin, 1970.
19. Albert V. Bruno and Albert R. Wildt, “Toward Understanding Attitude Structure : A Study of the Complimentarity of Multi-Attribute Models, “Journal of Consumer Research, Vol. 2, (September 1975).
20. James H. Mayers and Mark I Alpert, “Determinant Buying Attitude : Meaning and Measurement, “ Journal of Marketing, Vol. 32 (Oct. 1968).
21. Philip Kotler, “Management: Analysis, planning and Control, “ Englewood Cliffs: Prentice-Hall, Inc., 1976, 3rd edition.
二、中文部份：
1.陳定國著，“現代行銷學”，台北，華泰書局，民國六十五年九月出版。
2.黑松飲料公司企劃室，“台灣清涼飲料製造業概況”，黑松人，33期，66年9月。
3.陳俊廷，“飲料界老板經營的指針——剖析台灣飲料市場的趨勢”，實業世界，131期66年2月。
4.樊景立，“情境因素與消費行為”，管理通訊，國立政治大學企管研究所出版，民國六十六年四月。
5.林清山，“心理與教育統計學”，台北，東華書局，民國六十五年七月修訂版。