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The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian - In: Journal of consumer research : JCR ; an … 35 (2009) 6, pp. 1026-1038
Persistent link: https://www.econbiz.de/10008233216
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Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals
Hong, Jiewen; Lee, Angela Y - In: Journal of consumer research : JCR ; an … 37 (2010) 3, pp. 456-473
Persistent link: https://www.econbiz.de/10008703489
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Perceptual Focus Effects in Choice
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander - In: Journal of consumer research : JCR ; an … 34 (2007) 2, pp. 187-199
Persistent link: https://www.econbiz.de/10007763390
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Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit
Hong, Jiewen; Lee, Angela Y. - In: Journal of consumer research : JCR ; an … 34 (2008) 5, pp. 682-695
Persistent link: https://www.econbiz.de/10007906632
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Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies
Hong, Jiewen; Sun, Yacheng - In: Journal of consumer research : JCR ; an … 39 (2012) 2, pp. 293-307
Persistent link: https://www.econbiz.de/10010001263
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Three Questions You Need to Ask About Your Brand - A brand has to do more than just stand out. It has to fit in, too. A product's similarities to the competition are more important...
Keller, Kevin Lane; Sternthal, Brian; Tybout, Alice - In: Harvard business review : HBR (2002), pp. 80-87
Persistent link: https://www.econbiz.de/10005940351
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Information Accessibility as a Moderator of Judgments: The Role of Content versus Retrieval Ease
Tybout, Alice M.; Sternthal, Brian; Malaviya, Prashant; … - In: Journal of consumer research : JCR ; an … 32 (2005) 1, pp. 76-85
Persistent link: https://www.econbiz.de/10006643655
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The Influence of Negation on Product Evaluations
Grant, Susan Jung; Malaviya, Prashant; Sternthal, Brian - In: Journal of consumer research : JCR ; an … 31 (2004) 3, pp. 583-591
Persistent link: https://www.econbiz.de/10006645061
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"A Two-Factor Explanation of Assimilation and Contrast Effects"
Meyers-Levy, Joan; Sternthal, Brian - In: Journal of marketing research : JMR 30 (1993) 3, pp. 359-368
Persistent link: https://www.econbiz.de/10006690585
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The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies
Roehm, Michelle L.; Sternthal, Brian - In: Journal of consumer research : JCR ; an … 28 (2001) 2, pp. 257-272
Persistent link: https://www.econbiz.de/10006657591