Eric Yorkston
Publications by Year
Research Areas
Consumer Behavior in Brand Consumption and Identification, Social and Intergroup Psychology, Decision-Making and Behavioral Economics, Digital Marketing and Social Media, Consumer Market Behavior and Pricing
Most-Cited Works
- → A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments(2004)367 cited
- → The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions(2009)194 cited
- → Linguistic Gender Marking and Categorization(2005)108 cited
- → What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions(2019)102 cited
- → Using transformational appeals to enhance the retail experience(2008)100 cited
- → The Role of Accent Standardness in Message Preference and Recall(2012)71 cited
- → Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles(1998)53 cited
- → The Use of Memory and Contextual Cues in the Formation of Behavioral Frequency Judgments(1999)47 cited
- → Scent Marketing: An Overview(2011)27 cited
- → Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis(2013)24 cited