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中文部份：
1.楊必立著：行銷學，國立政治大學公企教育中心，民五十六年八月。
2.許士軍著：現代行銷管理，政大企研所，民六十七年二月修訂。
3.黃俊英著：行銷研究，地球出版社，民六十四年十月初版。
4.陳定國編著：現代行銷學上、下冊，華泰書局，民六十五年九月初版。
5.林清山著：心理與教育統計學，台北：東華書局，民六十六年修正二版。
6.張春興著：心理學，台北：東華書局，民六十六年九月二版。
7.洪良浩著：消費者行為之研究，台北：春風出版社，民五十九年四月。
8蘇澄雄著：台北市化粧品業行銷問題之研究，國立政治大學企業管理研究所碩士論文，民六十年十二月。
9.顧浩定：台灣之職業聲望結構，國立台灣大學社會學月刊，民六十年四月十五日。
英文部份：
1. Bauer, Raymond A., "Consumer Behavior as Risk Taking," in Donald, F. Cox ( ed ) Risk
Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press,
1967, PP. 23-33。
2. Cox , Donald F. " Introduction ", in DonaId F., Cox (ed.) Risk Taking and Information
Handling in Consumer Behavior, Boston : Harvard University Press 1967, PP. 1-19。
3. Cunningham, Scott M, " The Major Dimension of Perceived Risk," in Donald F. Cox (ed),
Risk Taking and Information Handling in Consumer Behavior, Boston : Harvard University Press , 1967, PP. 82-108。
4. Jacoby, J. and Kaplan, L. " The Components of Perceived Risk, " in M. Venkatesan (ed), Proceedings Third Annual Convention of the Association for Consumer Research, 1972,PRV 388-398.
5. Kotler, Philip, Marketing Management: Analysis, Planning and Control, Englewood Cliffs, New Jersey: prentice-Hail, Inc , 1974, 2nd。
6. Markin, Rom J. Jr. Consumer Behavior, New York, Macmillan Publishing Co., 1974。
7. Taylor James W. "The Role of Risk in Consumer Behavior," Journal of Marketing, Vol. 38, April 1974, PP. 54-60。
8. Robert W. Pratt Jr., " Measuring Purchase Behavior" in Handbook of Marketing, Robert
Ferber (eds), N. Y. Mcgraw-Hill Inc., 1974 , PP. 3-128。
9. James F. Engel, David T. Kollat and Roger D. Blackwell, Consumer Behavior , N.Y. Holt Rinehart and Winston , 1972, 2nd ed。.
10. John A. Howard and Jagdisd N. Sheth, The Theory of Buyer Behavior, N.Y. John Wiley and Sons Inc., 1967。
11. Francesco, M. Nicosia, Consumer Decision Process : Marketing and Advertising Implication, Englewood Cliffs, New Jersey, Prentice-Hall, Inc., P. 29。
12. Harold H. Kassarjian, Thomas S. Robertson, Perspectives in Consumer Behavior, Ill, Scott Foresman and Co. , 1968 , PP. 94-100
13. Francesco M. Nicosia, "Advertising Management , Consumer Behavior, and Simulation",
Journal of Advertising Research, Vol. 8, March, 1968, PP. 29-37。
14. E. Jerome Mccarthy, Basic Marketing, Homewood Ill, Richard D. Irwin Inc., 1971 , 4th ed。
15. Robert C. Blattberg and Subrate K. Sen, " Market Segmentation Using Models of Multidimensional Purchasing Behavior", in Journal of Marketing Vol. 38, Oct. 1974, PP. 17-28.
16. Bauer, R.A. Consumer Behavior as Risg Taking in R.S. Hancock ed. Dynamic Marketing for a changing world ,Chicago: American Marketing Association, 1960.
17. James H. Myers, and Mark I. Alpert, “Determinant Attributes : Meaning and Measurement”, Journal of Marketing Vol .32, Oct. 1968, pp. 13-20.
18. John A. Howard, “The Structure of Buyer Behavior”, in Consumer Behavior : Theory and Application, ed. by J. V. Farley, J. A. Howard, and E. W. Ring, Boston : Allyn & Bacon Jnc.,1974, pp.13-27.
19. Mcguire, “The Nature of Attitudes and Attitude Change”, G. Lindzey and E. Aronsen, eds, The Handbook of Social Psychology, 1969, pp.136-314.
20. IRA J. Dolich: “Congruence Relationships Between Self Images and Product Brands” , Journal of Marketing Research, Feb. 1969, pp.80-84.
21. Irwin Bross, Design for Decision, New York Macmillan Co. 1953, Chapter 10.
22. Day, George S. Buyer Attitudes and Brand Choice Behavior, N.Y. The Free Press, 1970.
23. Ross A. Webber Management-Basic elements of Managing Organizations, Richard D. IRWin, Inc., 1975.