本研究以「飲品包裝照明設計」為主題，運用主觀ERP與客觀問卷實驗，探究飲品包裝照明設計與消費者「情緒ERP」、「情緒維度」與「購買慾望」間關係之研究，研究目的為︰（1）收集實體通路樣本，瞭解飲品包裝照明設計特徵；（2）以ERP實驗，研究「LED色溫」與「色相角度」對消費者「情緒ERP」振幅的影響；（3）以問卷實驗，探究「LED色溫」與「色相角度」對消費者「情緒維度」與「購買慾望」的影響；（4）綜合探討飲品包裝照明設計之「情緒維度」與「購買慾望」間關係；（5）綜合探討「情緒ERP」與「情緒維度」間相關性。研究結果發現：
（1）經文獻探討與實體通路樣本數量百分比，提出飲品包裝照明設計之「螢光燈與LED色溫」、「色相角度」為自變項。將色相角度量化為「互補、對比、類似」。LED色溫再經由專家小組討論，量化為「高色溫、中色溫、低色溫」；實體通路樣本數量百分比中，螢光燈「高色溫」搭配「類似」色相角度最多（38.53%）。而螢光燈「低色溫」搭配「互補」色相角度數量最少（0.87%）。
（2）情緒ERP實驗結果：單獨探討LED色溫，「低色溫」能引起最大P200、N200、P300、SW波段振幅。LED色溫數值與所引起之ERP振幅，呈閾值關係；單獨探討色相角度，最常見之紅／綠「互補（180）」能引起最大P200、N200、P300、SW波段振幅。比較3類最常見之色相角度實驗樣本，發現色相角度愈大，引起愈大ERP振幅。兩自變項除了早期P80波段時，左腦上方電極振幅大於右腦上方之振幅外，其餘波段皆無左右腦偏側現象。大腦區域活化情形，皆由額葉上方電極轉至頂葉上方電極，並在頂葉位置上電極點引起最大情緒ERP波段振幅。
（3）情緒ERP與情緒維度問卷綜合比較：在LED色溫3量化階層中，「中色溫」能引起最小ERP振幅與最正效價、中喚醒度情緒；在色相角度3量化階層中，最常見之黃綠／綠「類似（90-30度）」配色，能引起最小ERP振幅與最正效價、最高喚醒度情緒。
（4）情緒維度與購買慾望綜合比較：「中色溫」也是最能引起購買慾望的照明色溫設計；而最常見之黃綠／綠「類似（90-30度）」配色，也是最能引起購買慾望的飲品包裝色相設計方式。
（5）總結本研究假設驗證結果比較與討論，消費者主、客觀情緒認知呈反比關係，且發現：（a）情緒效價對於購買慾望之引起，較喚醒度作用大；（b）負效價情緒，較正效價情緒及中性情緒，能引起頂葉上方電極之最大情緒ERP振幅；（c）「LED色溫」與情緒喚醒度呈正比。而比較3種樣本中最常見的「色相角度」配色方式，其色相角度與情緒效價呈反比，兩自變項搭配得宜能引發正效價高喚起情緒。

This study focuses on lighting design for beverage packaging and explores the relationship between the topic and consumers’ “emotional ERP”, “emotion dimensions” and “buying desire” using the subjective ERP and objective questionnaire survey. The purposes of this study are: (1) to collect samples from retail stores and find out the features of lighting design for beverage packaging; (2) to investigate the influence of “LED color temperature” and “hue angle” on consumers’ amplitude of “emotional ERP” with ERP experiment; (3) to explore the influence of “LED color temperature” and “hue angle” on consumers’ “emotion dimensions” and “buying desire” by questionnaire survey; (4) to investigate into the relations between “emotion dimensions” and “buying desire”; (5) to investigate into the relations between “emotional ERP” and “emotion dimensions”. We have the following findings based on the research results:
1.According to the contents in literature review and the percentage of samples in retail stores, we proposed “color temperature of the florescent light and LED” and “hue angle” as independent va-riables. “Color temperatures of LED” are quantified, according to the expert panel, as “high, medium, and low color temperatures”, and the “hue angles” as “complementary, contrast, and analogous”. For the number of samples in retail stores, “high color temperature” with “analogous hue” in florescent light is the highest in percentage (38.53%), while “low color temperature” with “contrast hue” is the lowest (0.87%).
2.The result of emotional ERP experiment shows that in terms of LED color temperature alone, “low color temperature” evoked the greatest amplitude of P200, N200, P300, and SW components. There is a threshold relation between LED color temperature and the resulted ERP amplitude. In terms of “hue angle” alone, the most-often-seen complementary red/green (180°) evoked the greatest am-plitude of P200, N200, P300, and SW components. A comparison of the three common hue angles as samples shows that the larger the hue angles are, the greater ERP amplitude will be evoked. For the two independent variables, no lateralization effects exist in all the components apart from the P80 at early stage when the electrode amplitude above left brain appears greater than that above right brain. In addition, activation of the brain for all components goes from the electrode above frontal lobe to that above parietal lobe, and greatest amplitude of emotional ERP is evoked at the electrode above parietal lobe.
3.A comparison of emotional ERP and emotion dimensions reveals that among the three quantitative levels of LED color temperature, “medium color temperature” evoked smallest ERP amplitude, positive valence and medium arousal; among the three quantitative levels of hue angle, the most-often-seen analogous (90°-30°) yellow-green/green evoked smallest ERP amplitude, positive valence and highest arousal.
4.A comparison of emotion dimensions and buying desire shows that the lighting design for “medium color temperature” can best arouse buying desire, and the hue design for beverage packaging in the most-often-seen analogous (90°-30°) yellow-green/green can best arouse buying desire.
5.From the result of confirmation of hypotheses in this study, we made summarized comparison and discussion. This summary discloses that consumers’ subjective emotional cognition is negatively correlated to their objective emotional cognition. We also found that: (a) emotional valence aroused greater buying desire than effect of arousal; (b) compared with neutral emotion and emotions with positive valence, negative valence evoked the greatest amplitude of emotional ERP at the electrode above parietal lobe; (c) LED color temperature is positively correlated to emotional arousal, and hue angles are negatively correlated to emotional valence. The two independent variables, if properly ar-ranged, can evoke positive valence and high arousal in emotion dimensions.

期刊論文
Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284-292.
Ashdown, I. (2006). Changing white light. Lighting Design and Application: LD and A, 36(12), 45-48.
Babin, B. J., Chebat, C. G., & Michon, R. (2004). Perceived appropriateness and its effect on quality, affect and behavior. Journal of Retailing and Consumer Services, 11(5), 287-298.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intentions: the intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541-551.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
Boucsein, W., Schaefer, F., Sokolov, E. N., Schroder, C., & Furedy, J. J. (2001). The color-vision approach to emotional space: cortical evoked potential data. Integrative Physiological and Behavioral Science, 36(2), 137-153.
Brancucci, A., Lucci, G., Mazzatenta, A., & Tommasi, L. (2009). Asymmetries of the human social brain in the visual, auditory and chemical modalities. Philosophical Transactions of the Royal Society B: Biological Sciences, 364(1519), 895-914.
Bressler, S. L., Tang, W., Sylvester, C. M., Shulman, G. L., & Corbetta, M. (2008). Top-down control of human visual cortex by frontal and parietal cortex in anticipatory visual spatial attention. Journal of Neuroscience, 28(40), 10056-10061.
Brunner-Sperdin, A., & Peters, M. (2009). What influences guests' emotions? the case of high-quality hotels. International Journal of Tourism Research, 11(2), 171-183.
Cano, M. E., Class, Q. A., & Polich, J. (2009). Affective valence, stimulus attributes, and P300: color vs. black/white and normal vs. scrambled images. International Journal of Psychophysiology, 71(1), 17-24.
Carmel, D., & Bentin, S. (2002). Domain specificity versus expertise: factors influencing distinct processing of faces. Cognition, 83(1), 1-29.
Carretie, L., Hinojosa, J. A., Albert, J., & Mercado, F. (2006). Neural response to sustained affective visual stimulation using an indirect task. Experimental Brain Research, 174(4), 630-637.
Carretie, L., Hinojosa, J. A., Martin-Loeches, M., Mercado, F., & Tapia, M. (2004a). Automatic attention to emotional stimuli: neural correlates. Human Brain Mapping, 22(4), 290-299.
Carretie, L., Iglesias, J., & Garcia, T. (1997a). A study on the emotional processing of visual stimuli through event- related potentials. Brain and Cognition, 34(2), 207-217.
Carretie, L., Martin-Loeches, M., Hinojosa, J. A., & Mercado, F. (2001). Emotion and attention interaction studied through event-related potentials. Journal of Cognitive Neuroscience, 13(8), 1109-1128.
Carretie, L., Mercado, F., Hinojosa, J. A. J. A., Martin-Loeches, M., & Sotillo, M. (2004b). Valence-related vigilance biases in anxiety studied through event-related potentials. Journal of Affective Disorders, 78(2), 119-130.
Carretie, L., Iglesias, J., Garcia, T., & Ballesteros, M. (1997b). N300, P300 and the emotional processing of visual stimuli. Electroencephalography and Clinical Neurophysiology, 103(2), 298-303.
Conroy, M. A., & Polich, J. (2007). Affective valence and P300 when stimulus arousal level is controlled. Cognition and Emotion, 21(4), 891-901.
Dale, C. L., Simpson, G. V., Foxe, J. J., Luks, T. L., & Worden, M. S. (2008). ERP correlates of anticipatory attention: spatial and non-spatial specificity and relation to subsequent selective attention. Experimental Brain Research, 188(1), 45-62.
Delplanque, S., Lavoie, M. E., Hot, P., Silvert, L., & Sequeira, H. (2004). Modulation of cognitive processing by emotional valence studied through event-related potentials in humans. Neuroscience Letters, 356(1), 1-4.
Healey, K. (2010). For a culture and political economy of the prophetic: critical scholarship and religious politics after the 2008 election. Cultural Studies - Critical Methodologies, 10(2), 157-170.
Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20-31.
Holmes, A., Franklin, A., Clifford, A., & Davies, I. (2009). Neurophysiological evidence for categorical perception of color. Brain and Cognition, 69(2), 426-434.
Hubert, M. (2010). Does neuroeconomics give new impetus to economic and consumer research? Journal of Economic Psychology. (article in press)
Johannes, S., Munte, T. F., Heinze, H. J., & Mangun, G. R. (1995). Luminance and spatial attention effects on early visual processing. Cognitive Brain Research, 2(3), 189-205.
Jongen, E. M. M., & Jonkman, L. M. (2008). The developmental pattern of stimulus and response interference in a color-object stroop task: an ERP study. BMC Neuroscience, 9.
Kim, J. K., Kim, H. R., Tunnermann, A., & Oh, K. (2008). Synthesis of pure white color and its equal power, equal chromatic splitting through a novel 3×3 fiber optic visible multiplexer. Optics Express, 16(22), 17319-17328
Kloth, N., Dobel, C., Schweinberger, S. R., Zwitserlood, P., Bolte, J., & Junghofer, M. (2006). Effects of personal familiarity on early neuromagnetic correlates of face perception. European Journal of Neuroscience, 24(11), 3317-3321.
Kobayashi, S. (1981). Aim and method of the color image sacle. Color Research and Application, 6(2), 93-107.
Kuo, W. J., Sjostrom, T., Chen, Y. P., Wang, Y. H., & Huang, C. Y. (2009). Intuition and deliberation: two systems for strategizing in the brain. Science, 324(5926), 519-522.
Lamm, C., & Singer, T. (Writer) (2010). The role of anterior insular cortex in social emotions, Brain Structure and Function.
Lang, P. J. (1995). The emotion probe: studies of motivation and attention. American Psychologist, 50(5), 372-385.
Levens, S. M., & Phelps, E. A. (2008). Emotion processing effects on interference resolution in working memory. Emotion, 8(2), 267-280.
Ling, Y., & Hurlbert, A. (2008). Role of color memory in successive color constancy. Journal of the Optical Society of America A: Optics and Image Science, and Vision, 25(6), 1215-1226.
Liu, Q., Li, H., Campos, J. L., Wang, Q., Zhang, Y., Qiu, J., et al. (2009). The N2pc component in ERP and the lateralization effect of language on color perception. Neuroscience Letters, 454(1), 58-61.
Luo, M. R. (2006). Applying colour science in colour design. Optics & Laser Technology, 38(4-6), 392-398.
Ito,T.,Cacioppo,J.T.,Lang,P.J. (1998a). Eliciting affect using the international affective picture system: trajectories through evaluative space. Personality and Social Psychology Bulletin, 24, 855–879.
Makeig, S., Delorme, A., Westerfield, M., Jung, T. P., Townsend, J., Courchesne, E., et al. (2004). Electroencephalographic brain dynamics following manually responded visual targets. PLoS Biology, 2(6).
Martin-Loeches, M., Sel, A., Casado, P., Jimenez, L., & Castellanos, L. (2009). Encouraging expressions affect the brain and alter visual attention. PLoS ONE, 4(6).
Ohme, R., Reykowska, D., Wiener, D., & Choromanska, A. (2010). Application of frontal EEG asymmetry to advertising research. Journal of Economic Psychology. (article in press)
Olofsson, J. K., Nordin, S., Sequeira, H., & Polich, J. (2008). Affective picture processing: an integrative review of ERP findings. Biological Psychology, 77(3), 247-265.
Ou, L. C., & Luo, M. R. (2006). A colour harmony model for two-colour combinations. Color Research and Application, 31(3), 191-204.
Parker, S. W., Nelson, C. A., & The Bucharest Early Intervention Project Core Group. (2005). An event-related potential study of the impact of institutional rearing on face recognition. Development and Psychopathology, 17, 621–639.
Piron, F. (1993). A comparison of emotional reactions experienced by planned, unplanned and impulse purchasers. Advances in Consumer Research, 20, 341-344.
Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of Retailing, 85(1), 15-30.
Rajagopal (2009). Arousal and merriment as decision drivers among young consumers. Journal of International Consumer Marketing, 21(4), 271-283.
Russell, J. A. (2003). Core affect and the psychological construction of emotion. Psychological Review, 110(1), 145-172.
Russell, J. A., & Carroll, J. M. (1999). On the bipolarity of positive and negative affect. Psychological Bulletin, 125(1), 3-30.
Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322.
Russell, J. A., Weiss, A., & Mendelsohn, G. A. (1989). Affect grid: a single-item scale of pleasure and arousal. Journal of Personality and Social Psychology, 57(3), 493-502.
Rutman, A. M., Clapp, W. C., Chadick, J. Z., & Gazzaley, A. (2010). Early top - down control of visual processing predicts working memory performance. Journal of Cognitive Neuroscience, 22(6), 1224-1234.
Serences, J. T., Schwarzbach, J., Courtney, S. M., Golay, X., & Yantis, S. (2004). Control of object-based attention in human cortex. Cerebral Cortex, 14(12), 1346-1357.
Simon-Dack, S. L., Cummings, S. E., Reetz, D. J., Alvarez-Vazquez, E., Gu, H., & Teder-Salejarvi, W. A. (2009). "Touched" by light: event-related potentials (ERPs) to visuo-haptic stimuli in peri-personal space. Brain Topography, 1-8.
Slatten, T., Mehmetoglu, M., Svensson, G., & Svari, S. (2009). Atmospheric experiences that emotionally touch customers: a case study from a winter park. Managing Service Quality, 19(6), 721-746.
Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45-60.
Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail and Distribution Management, 37(3), 286-298.
Stallen, M., Smidts, A., Rijpkema, M., Smit, G., Klucharev, V., & Fernandez, G. (2010). Celebrities and shoes on the female brain: the neural correlates of product evaluation in the context of fame. Journal of Economic Psychology. (article in press)
Summers, T. A., & Hebert, P. R. (2001). Shedding some light on store atmospherics: influence of illumination on consumer behavior. Journal of Business Research, 54(2), 145-150.
Tirmizi, M. A., Kashif-Ur-Rehman, & Saif, M. I. (2009). An empirical study of consumer impulse buying behavior in local markets. European Journal of Scientific Research, 28(4), 522-532.
Treleaven-Hassard, S., Gold, J., Bellman, S., Schweda, A., Ciorciari, J., Critchley, C., et al. (2010). Using the P3a to gauge automatic attention to interactive television advertising. Journal of Economic Psychology. (article in press)
Vienot, F., Mahler, E., Ezrati, J.-J., Boust, C., Rambaud, A., & Bricoune, A. (2008). Color appearance under LED illumination: the visual judgment of observers. Journal of Light and Visual Environment, 32(2), 208-213.
Vienot, F., Durand, M. L., & Mahler, E. (2009). Kruithof's rule revisited using LED illumination. Journal of Modern Optics, 56(13), 1433-1446.
Westland, S., Laycock, K., Cheung, V., Henry, P., & Mahyar, F. (2007). Colour harmony. Colour:Design & Creativity, 1(1), 1-15.
Wijers, A. A., Lange, J. J., Mulder, G., & Mulder, L. J. M. (1997). An ERP study of visual spatial attention and letter target detection for isoluminant and nonisoluminant stimuli. Psychophysiology, 34(5), 553-565.
Wu, C. S., Cheng, F. F., & Yen, D. C. (2008). The atmospheric factors of online storefront environment design: an empirical experiment in Taiwan. Information and Management, 45(7), 493-498.
王為, 江哲銘, 張裕隆, 楊明興, & 劉建志 (2006). 應用良導絡量測評估色溫度對人體生理反應之影響. 建築學報 Journal of Architecture, 57, 161~180.
吳燕, 隋光遠, & 曹曉華 (2007). 內源性注意和外源性注意的ERP研究. 心理科學進展, 15(1), 71-77.
李雪冰, & 羅躍嘉 (2007). 情緒和記憶的相互作用. 心理科學進展, 15(1), 3-7.
李嘉富, 劉文健, & 江漢光 (1994). 腦電圖及電腦化圖譜在精神科的應用. 醫學研究 J Med Sci, 15(1), 1-12.
李麗玲 (2008). 節能技術:LED照明技術及標準發展現況. 能源報導, 六月號, 20-22.
林衢序, 裴育晟, 鍾佳英, 鄭寶釵, 陳嘉玲, & 黃美涓 (2005). 正常人之視覺空間注意力事件誘發電位. 臺灣復健醫學雜誌, 33(1), 19-28.
孫培真, & 黃建晃 (2005). 新世代節能環保照明—白光LED. 生活科技教育月刊, 38(7), 104-113.
張謙允, 謝明燁, 馮志成, 張佳瑩, & 賴少甄 (2009). 室內照明之光與熱心理反應研究. 設計學研究, 12(1), 103-127.
莊明振, & 葉青林 (1998). 色彩差異因素對物體色色彩調和的影響. 設計學報, 3(2), 113-130.
郭俊顯, & 蕭世朗 (2000). 現代顱相學：科學時代的以貌取人. 科學發展月刊, 28(9), 686-693.
陳連福, 劉說芳, 汪文政, & 高振源 (2008). 觸碰式擴增實境應用在自動販賣機操作面板設計之研究. 高雄應用科技大學學報, 37, 369-385.
景奉傑, & 熊素紅 (2008). 衝動性消費行為內在機制研究述評—提升調節點在衝動性消費行為中所起作用. 心理科學進展, 16(5), 789~795.
曾啟雄 (2003). 台灣美術教科書的色彩學內容安排之省思. 美育, 136, 12-18.
黃宇霞, & 羅躍嘉 (2004). 情緒的ERP相關成分與心境障礙的ERP變化. 心理科學進展, 12(1), 10-17.
楊延光 (2003). 情緒與腦. 科學發展月刊, 367.
葉素玲, & 陳一平 (2000). 色彩視覺的三色論及其應用. 應用心理研究, 5, 115-141.
翟治平, & 王韋堯 (2009). 廣告圖像中對比形式設計之探討. 設計學報, 14(1), 63-80.
蔡振家 (2008). 腦內模仿—〈音樂與鏡像神經元：從運動到情緒〉導讀. 關渡音樂學刊, 8, 1-14.
鄭仕坤 (2005). 事件相關腦電位在情節記憶的研究進展. 應用心理研究, 28, 75-90.
韓承靜 (2004). 認知神經科學的形成背景與範圍概述. 科學教育月刊, 271, 10-22.
韓承靜, 洪蘭, & 蔡介立 (2008). 心、眼與世界的連結─從認知神經科學看知覺與心像的關係. 科學教育月刊, 308, 16-23.
羅躍嘉, & PARASURAMAN, R. (2001). 早期ERP效應與視覺注意空間等級的腦調節機制. 心理學報, 33(5), 385 - 389.
會議論文
Fang, Y. M., & Lin, M. H. (2006). The application of ERP on the users’ emotional reactions to the web page design. Paper presented at the Design and Emotion 2006.
Hsieh, Y. H., & Yuan, S. T. (2009). A quantitative approach to measure customer expectation for service innovation within service experience delivery. Paper presented at the ACM International Conference Proceeding Series, Taipei.
Saari, T. (2009). Emotionally adapted games as a source for positive experiences. Paper presented at the Proceedings - 2009 2nd Conference on Human System Interactions, HSI '09, Catania.
Zhang, Y. L., & Li, Y. (2007). A study of mechanism about mood influencing impulsive buying. Paper presented at the Proceedings of 2006 International Conference on Management Science and Engineering, ICMSE'06 (13th), Lille.
學位論文
王為 (2007). 應用良導絡量測評估照度與色溫度對人體生理反應之影響. 國立成功大學.
白宏益 (2008). 腦磁源之定位與源強度還原的若干方法. 國立中央大學.
吳?華 (2007). 印刷四原色顏料結合毛筆書寫練習對設計創作者個人腦波活動影響之研究. 朝陽科技大學.
李厚強 (2002). 人工光源之照度及色溫對視覺感知影響與照明方式調查研究-以住宅客廳為例. 中原大學.
李美惠 (2004). 由歐普藝術探討形狀與色彩對比對於視覺知覺立體感之效果. 國立台灣科技大學.
林弘章 (2007). 利用虛擬實境駕駛模擬進行雙重任務下分心之腦波反應研究. 國立交通大學.
林瀚 (2008). 原真性與知覺風險的關連性之研究-以快速消費性商品為例. 朝陽科技大學.
邱珮華 (2009). 集合包裝功能視覺設計之情緒維度與ERP研究. 國立臺灣科技大學.
邱馨慧 (2008). 發展協調障礙兒童執行視覺空間注意力情境下大腦相關事件誘發電位之探討. 國立成功大學.
施泰嶽 (2003). 台灣不含酒精飲料產業通路結構改變前後品牌經營策略之探討. 東海大學.
洪銘余 (2008). 不同人工光源種類及頻譜特性對人體反應影響之研究. 國立成功大學.
莊舜龍 (2003). 適應濾波器與事件相關電位於腦波前處理之應用. 國立成功大學.
許哲豪 (2007). 我國LED產業結構分析與投資策略. 東海大學.
許毓君 (2008). 色彩味、嗅覺配色意象評價之研究. 南華大學.
郭令威 (2009). 消費者色彩偏好與產品配色計劃之研究. 國立成功大學.
陳汶軍 (2008). 包裝插畫喚起之情緒維度與事件相關電位研究. 國立臺灣科技大學.
陳佳瓏 (2006). 視覺於照明之應用. 國立台灣科技大學.
陳俊源 (2005). 發光二極體（LED）光源特性於產品設計之應用研究-以燈具產品為例. 實踐大學.
陳柏? (2005). 線上購物之購買衝動研究. 國立政治大學.
陳美香 (2005). 呈現介面與亮度對比對記憶與概念形成績效之影響與腦波反應. 國立台灣科技大學.
陳榮杰 (2008). 社會網絡、品牌形象與規範性評估對購買意圖之影響—兼論促銷活動節制效果. 國立成功大學.
陳慧蓉 (2007). 高色溫度照明環境下悅音對人體反應影響之研究. 國立成功大學.
陳巍凱 (2002). 局部照明環境下色溫度與室溫變化之研究─ 顏面皮膚溫與心理反應之實驗分析. 國立成功大學.
黃千容 (2007). 形象商圈文化知覺影響消費者價格敏感度與衝動性購買行為之研究. 南台科技大學.
黃冠豪 (2009). 包裝造形設計之情緒維度與ERP研究. 國立臺灣科技大學.
葉璟慧 (2008). 情緒勞務、衝動性購買行為、工作倦怠與自我監控關係之研究-以服務業前場人員為例. 國立中山大學.
廖吟軒 (2008). 色彩應用之視覺注意力與購買意向關係探討. 國立臺灣科技大學.
報告與規章
Lang, P. J., Bradley, M. M., & Cuthbert, B. N. (2005). International affective picture system (IAPS): Instruction manual and affective ratings, Technical Report A-6.
中華民國行業標準分類(第7次修訂) (2001).
台灣區飲料工業同業公會 (2008). 飲料廠商選擇飲料瓶的主導因素: 台灣區飲料工業同業公會.
台灣區飲料工業同業公會 (2009). 高衝擊性包裝可以溫和地處理: 台灣區飲料工業同業公會.
陳永青, & 王素梅 (2008). 2007年我國飲品新品分析: 食品工業發展研究所.
黃孟嬌 (2008). 全球LED照明市場現況與趨勢分析: 工業技術研究院.
中國國家標準 CNS 照度標準, 總號 12112 類號 Z1044 C.F.R. (1987).
經濟部能源委員會 (2008). 便利商店節能技術手冊. from http://energyservice.ecct.org.tw/page1-1.asp.
書籍
Carter, R. (2002). 大腦的祕密檔案 (洪蘭, Trans. 初版 ed.). 台北市: 遠流.
Curran, T., Tepe, K. L., & Piatt, C. (2006). Human memory: a neurocognitive approach. Oxford: Oxford University Press.
D.Schewe, C., & Hiam, A. (1999). 行銷學 The Portable MBA in Marketing (杜默, Trans. 初版 ed.). 台北市: 商業周刊.
Herzog, T. (1996). 社會科學研究方法與資料分析 (朱柔若, Trans. 初版 ed.). 台北市: 揚智文化.
Hunkel, K. (1998). 色彩的魔力 Die Kraft der Farben (管中琪, Trans. 初版 ed.). 台北市: 智庫.
McBurney, D. H., & White, T. L. (2007). Research Methods (7th ed.). Belmont, CA: Thomson Wadsworth.
Strongman, K. T. (2002). 情緒心理學：情緒理論的透視 The psychology of emotion :theories of emotion in perspective, 4th ed (游恆山, Trans. 二版 ed.). 台北市: 五南.
大田登 (2008). 色彩工程學：理論與應用 (陳鴻興 & 陳詩涵, Trans. 二版 ed.). 台北縣土城市: 全華圖書.
山根太郎 (1988). 抽樣原理導論 (高德超, Trans.). 台北市: 五南.
內田廣由紀 (2008). 好感度配色法則 (李曉雯, Trans. 初版 ed.). 台北市: 尖端.
王石番 (1991). 傳播內容分析法－理論與實證. 台北: 幼獅文化.
古欣伍 (1992). 色彩理論與設計表現 (二版 ed.). 台北市: 武陵.
吳明隆 (2008). SPSS操作與應用─多變量分析實務 (初版 ed.). 台北市: 五南.
林文昌 (1987). 色彩計劃. 台北市: 藝術圖書公司.
林宸生 (2007). 光電科技與生活 : 光電科技導論 Photoelectric science and life (初版 ed.). 台北市: 五南圖書.
邱皓政 (2002). 量化研究與統計分析. 台北市: 五南.
許杏蓉 (2003). 現代商業包裝學：理論．觀念．實務 (初版 ed.). 台北縣永和市: 視傳文化.
陳膺強 (1994). 應用抽樣調查 (台灣初版 ed.). 台北市: 台灣商務.
曾啟雄 (2002). 色彩的科學與文化 (初版 ed.). 台北縣板橋市: 耶魯國際文化.
程仕楷 (2006). 商品的包裝與銷售 (初版 ed.). 台北市: 國家出版社.
視覺設計研究所主編 (1990). 配色的要素 (再版 ed.). 臺北市: 唐代文化事業有限公司.
黃文隆, & 黃龍 (2008). 抽樣方法 (二版 ed.). 台中: 滄海.
管倖生, 阮綠茵, 王明堂, 王藍亭, 李佩玲, 高新發, et al. (2006). 設計研究方法 (初版 ed.). 台北市: 全華.
歐秀明 (2005). 應用色彩學 (三版 ed.). 台北市: 雄獅圖書.
趙侖(2005). ERP實驗教程. 天津: 社會科學院出版社.