James G. Helgeson
Gonzaga University(US)
Publications by Year
Research Areas
Consumer Behavior in Brand Consumption and Identification, Consumer Market Behavior and Pricing, Customer Service Quality and Loyalty, Decision-Making and Behavioral Economics, Digital Marketing and Social Media
Most-Cited Works
- → A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality(2004)239 cited
- → Fifty Years of Advertising Images: Some Changing Perspectives on Role Portrayals Along with Enduring Consistencies(2010)119 cited
- → The Effects of Commitment to Moral Self-improvement and Religiosity on Ethics of Business Students(2007)112 cited
- → Determinants of mail‐survey response: Survey design factors and respondent factors(2002)110 cited
- → Trends in Consumer Behavior Literature: A Content Analysis(1984)77 cited
- → Boomers and their Babies: An Exploratory Study Comparing Psychological Profiles and Advertising Appeal Effectiveness Across Two Generations(2013)67 cited
- → Price Expectation and Price Recall Error: An Empirical Study(1987)66 cited
- → “Leveraged” Decision Making in Advertising: The Flat Maximum Principle and Its Implications(1986)58 cited
- → "Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications(1986)44 cited
- → Information Load, Cost/Benefit Assessment and Decision Strategy Variability(1993)34 cited