| A review and critique of the hierarchy of effects in advertising TE Barry, DJ Howard International Journal of advertising 9 (2), 121-135, 1990 | 773 | 1990 |
| Store shopping experience and consumer price-quality-value perceptions RA Kerin, A Jain, DJ Howard Journal of retailing 68 (4), 376, 1992 | 728 | 1992 |
| Emotional contagion effects on product attitudes DJ Howard, C Gengler Journal of Consumer research 28 (2), 189-201, 2001 | 553 | 2001 |
| A means-end analysis of brand persuasion through advertising TJ Reynolds, CE Gengler, DJ Howard International Journal of research in marketing 12 (3), 257-266, 1995 | 278 | 1995 |
| Effects of omitting conclusions in advertisements to involved and uninvolved audiences AG Sawyer, DJ Howard Journal of marketing research 28 (4), 467-474, 1991 | 240 | 1991 |
| Effects of the use of introductory rhetorical questions versus statements on information processing. RE Burnkrant, DJ Howard Journal of Personality and social psychology 47 (6), 1218, 1984 | 214 | 1984 |
| The influence of verbal responses to common greetings on compliance behavior: The foot‐in‐the‐mouth effect DJ Howard Journal of Applied Social Psychology 20 (14), 1185-1196, 1990 | 178 | 1990 |
| Broadening the scope of reference price advertising research: a field study of consumer shopping involvement DJ Howard, RA Kerin Journal of marketing 70 (4), 185-204, 2006 | 137 | 2006 |
| The effects of personalized product recommendations on advertisement response rates: The “try this. It works!” technique DJ Howard, RA Kerin Journal of consumer psychology 14 (3), 271-279, 2004 | 127 | 2004 |
| What's in a name? A complimentary means of persuasion DJ Howard, C Gengler, A Jain Journal of Consumer Research 22 (2), 200-211, 1995 | 127 | 1995 |
| MULTICLUS: A new method for simultaneously performing multidimensional scaling and cluster analysis WS DeSarbo, DJ Howard, K Jedidi Psychometrika 56, 121-136, 1991 | 111 | 1991 |
| The effects of brand name similarity on brand source confusion: Implications for trademark infringement DJ Howard, RA Kerin, C Gengler Journal of Public Policy & Marketing 19 (2), 250-264, 2000 | 103 | 2000 |
| A personal construct analysis of adaptive selling and sales experience CE Gengler, DJ Howard, K Zolner Psychology & Marketing 12 (4), 287-304, 1995 | 97 | 1995 |
| Product hierarchy and brand strategy influences on the order of entry effect for consumer packaged goods RA Kerin, G Kalyanaram, DJ Howard Journal of Product Innovation Management: An International Publication of …, 1996 | 96 | 1996 |
| Rhetorical question effects on message processing and persuasion: The role of information availability and the elicitation of judgment DJ Howard Journal of experimental social psychology 26 (3), 217-239, 1990 | 94 | 1990 |
| Familiar phrases as peripheral persuasion cues DJ Howard Journal of Experimental Social Psychology 33 (3), 231-243, 1997 | 71 | 1997 |
| The role of thematic congruence between a mood-inducing event and an advertised product in determining the effects of mood on brand attitudes DJ Howard, TE Barry Journal of Consumer Psychology 3 (1), 1-27, 1994 | 64 | 1994 |
| Gift‐wrapping effects on product attitudes: A mood‐biasing explanation DJ Howard Journal of Consumer Psychology 1 (3), 197-223, 1992 | 54 | 1992 |
| Reference price and scarcity appeals and the use of multiple influence strategies in retail newspaper advertising DJ Howard, SB Shu, RA Kerin Social Influence 2 (1), 18-28, 2007 | 47 | 2007 |
| The Name Remembrance Effect: A Test of Alternative Explanations. DJ Howard, CE Gengler Journal of Social Behavior & Personality 12 (3), 1997 | 40 | 1997 |
