[193]Mittal,Banwari.Public Assessment of TV Advertising:Faint Praise and Harsh Criticism.Journal of Advertising Research,1994,34（1）,pp.35-53.
[194]Mittal,B.The Advertising of Services:Meeting the Challenge of Intangibility.Journal of Service Research,1999,2（1）,pp.98-116.
[195]Mizunp Makoto,Hiroyuki Odagiri.Does Advertising Mislead Consumers to Buy LowQuality Products?International Journal of Industrial Organization,1989,8（4）,pp.545-588.
[196]Moore,Elizabeth S.,Richard J.Lutz.Children,Advertising,and Product Experiences:A Multimethod Inquiry.Journal of Consumer Research,2002,27（4）,pp.31-48.
[197]Morgan Anthony.Point of view:Who’s Killing the Great Advertising Campaigns of American?Journal of Advertising Research,1984,24（6）,pp.33-35.
[198]Moschis,Andajali E.Prahasto,Linda G.Mitchell.Family Communication Influences on the Development of Consumer Behavior.Advances in Consumer Research,1986,13（3）,pp.365-369.
[199]Moschis,Roy L.Moore.A Longitudinal Study of Television Advertising Effects.Journal of Consumer Research,1982,9（2）,pp.279-286.
[200]Murray,Schlacter.The Impact of Services versus Goods on Consumers’Assessment of Perceived Risk and Variability.Journal of the Academy of Marketing Science,1990,18（4）,pp.51-65.
[201]Murray,K.B.A Test of Services Marketing Theory:Consumer Information Acquisition Activities.Journal of Marketing,1991,55（1）,pp.10-25.
[202]Murray,Schlater.The Impact of Services versus Goods on Consumers’Assessment of Perceived Risk.Journal of the Academy of Marketing Science,1990,18（1）,pp.51-65.
[203]Nancy D.AlbersMiller,Marla Royne Stafford.International Services Advertising:an Examination of Variation in Appeal Use for Experiential.Journal of Service Marketing,1999,14（2）,pp.390-406.
[204]Nancy Spears,Audhesh K.Paswan,Marlene Kahla.Services Dominated by Maximal versus MinimalSelf Contexts:Verbal versus Visual Cues in Services Advertising.Journal of Current Issues and Research in Advertising,2006,28（2）,pp.65-77.
[205]Nelson T O.Consciousness and Metacognition.American Psychologist,1996,51（2）,pp.102-116.
[206]Nelson,Phillip.Information and Consumer Behavior.Journal of Political Economy 1970,78（4）,pp.311-329.
[207]Nelson,Phillip.Advertising as Information.Journal of Political Economy,1974,82（7）,pp.729-754.
[208]Nelson,Thomas O.Metacognition:Core Readings.Boston:Allyn&Bacon,1992.
[209]Norton,Seth W,Norton.An Economic Perspective on the Information Content of Magazine Advertisements.International Journal of Advertising,1988,7（2）,pp.138-148.
[210]Obermiller,Carl,Eric R.Spangenberg.Development of a Scale to Measure Consumer Skepticism of Advertising.Journal of Consumer Psychology,1999,7（2）,pp.159-186.
[211]Obermiller,Carl1，Spangenberg.On the Origin and Distinctness of Skepticism toward Advertising.Marketing Letters,2000,11（4）,pp.311-322.
[212]Obermiller,Spangenberg,MacLachlan.Ad Skepticism.Journal of Advertising,2005,34（3）,pp.7-17.
[213]Ostlund,A.Clayton.Advertising in the Public Interest?Journal of Accountancy,1978,3（1）,pp.59-71.
[214]Ostrom,Iacobucci.Consumer Tradeoffs and the Evaluation of Services.Journal of Marketing,1995,59（1）,pp.17-28.
[215]Pablo Brinol，Richard E.Petty，Zakary L.Tormala.SelfValidation of Cognitive Responses to Advertisements.Journal of Consumer Research,2004,30（3）,pp.559-574.
[216]Paid N.Bloom,Jatues E.Padiu Jr.Using information situations to guide marketing strategy.Journal of Consumer Marketing,1995,12（2）,pp.19-27.
[217]Parasuraman.The Status of Conceptual and Empirical Work in Services:A Review and Research Agenda.Frontiers in services conference,Nashville,Tennessee.1995.
[218]Parasuraman,Zeithaml.Serviqual:A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing,1988,64（1）,pp.12-36.
[219]Parasurman,Valarie A.Zeithaml,Leonard L.Berry.Serviqual:A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing,1988,64（1）,pp.12-40.
[220]Park,Feick,Mothersbaugh.Consumer Knowledge Assessment:How Product Experience and Knowledge of Brands,Attributes,and Features Affects What We Think.Advances in Consumer Research,1992,19（1）,pp.193-198.
[221]Park,C.Whan.Familiarity and Its Impacts on Consumer Decision Biases and Heuristics.Journal of Consumer Research,1981,8（2）,pp.223-230.
[222]Patrick Meirick.Cognitive Responses to Negative and Comparative Political Advertising.Journal of Advertising,2002,31,pp.11-23.
[223]Patti Williams,Gavan J.Fitzsimons,Lauren G.Block.When is Asking Questions the Answer:The Moderating Role of Persuasion Knowledge.Advances in Consumer Research,2002,29（3）,pp.307-329.
[224]Peeter W.J.Verlegh,Celine Verkerk,Mirjam A.Tuk,Ale Smidts.Customers or Sellers?The Role of Persuasion Knowledge in Customer Referral.Advances in Consumer Research,2004,31（3）,pp.306-308.
[225]Peter Wright.Schemer Schema:Consumers’Intuitive Theories about Markers’Influence Tactics.Advances in Consumer Research,1985,3,pp.1-3.
[226]Petty Richard E.,John T.Cacioppo,David Schumann.Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement.Journal of Consumer Research,1983,10,pp.135-146.
[227]Petty,Richard E.,Pablo Brin?ol,Zakary L.Tormala.Thought Confidence as a Determinant of Persuasion:The SelfValidation Hypothesis.Journal of Personality and Social Psychology,2002,82（8）,pp.722-741.
[228]Pollay,Richard W.The Distorted Mirror:Reflections on the Unintended Consequences of Advertising.Journal of Marketing,1986,50（3）,pp.18-36.