Concepedia

Tamara Masters

TM

5

Publications

157

Citations

5

H-Index

2012

Active since

Affiliations

University of Utah(Current)

Brigham Young University

Tamara Masters is an author at University of Utah specializing in management, marketing, and consumer research.

Top concepts

MarketingManagementConsumer ResearchAdvertisingBrand AwarenessBrand ManagementConsumer BehaviorInteractive MarketingArtsBusiness

Publications per year

2012–2023

5

Publications

5

The Influence of Bite Size on Quantity of Food Consumed: A Field Study: Figure 1.

Arul Mishra, Himanshu Mishra, Tamara Masters · Journal of Consumer Research · 2012 · 69 citations

The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products

Tamara Masters, Arul Mishra · Journal of Consumer Psychology · 2018 · 29 citations

So fun! How fun brand names affect forgiveness of hedonic and utilitarian products

Shelly Rathee, Tamara Masters, Grace Fang Yu-Buck · Journal of Business Research · 2021 · 25 citations

Fun Brand Names, Advertising, Brand Equity +9

Unveiling Stars: How Graphical Displays of Online Consumer Ratings Affect Consumer Perception and Judgment

Javad Mousavi, Surendra N. Singh, Promothesh Chatterjee et al. · Journal of Marketing Research · 2023 · 18 citations

Digital Marketing, Consumer Study, Consumer Research +20

The impact of perceived manipulation, motives, and ethicality in cause-related marketing: a CRM+ model

Nathan W. Twyman, Sarah M. Stanley, Cassandra C. Elrod et al. · The Journal of Marketing Theory and Practice · 2022 · 16 citations

Consumer Research, Consumer Attitude, Social Influence +19

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