H. Rao Unnava
Gallagher (United States)(US)University of California, Davis(US)
Publications by Year
Research Areas
Consumer Behavior in Brand Consumption and Identification, Digital Marketing and Social Media, Behavioral Health and Interventions, Media Influence and Health, Customer Service Quality and Loyalty
Most-Cited Works
- → Consumer Response to Negative Publicity: The Moderating Role of Commitment(2000)1,028 cited
- → Picture-Based Persuasion Processes and the Moderating Role of Involvement(1991)409 cited
- → The Moderating Role of Commitment on the Spillover Effect of Marketing Communications(2001)386 cited
- → Effects of Self-Referencing on Persuasion(1995)370 cited
- → An Imagery-Processing View of the Role of Pictures in Print Advertisements(1991)280 cited
- → Self-Referencing(1989)199 cited
- → Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level(2014)155 cited