Luc Wathieu

Go Green! Should Environmental Messages be So Assertive?

Ann Kronrod, Amir Grinstein, Luc Wathieu · Journal of Marketing · 2011 · 409 citations

Social Sciences, Communication, Social Psychology +13

Consumer Control and Empowerment: A Primer

Luc Wathieu, Lyle Brenner, Ziv Carmon et al. · Marketing Letters · 2002 · 390 citations

Social Sciences, Marketing, Marketing Management +11

Asymmetric Promotion Effects and Brand Positioning

Bart J. Bronnenberg, Luc Wathieu · Marketing Science · 1996 · 196 citations

Business, Marketing, Marketing Management +16

Enjoy! Hedonic Consumption and Compliance with Assertive Messages

Ann Kronrod, Amir Grinstein, Luc Wathieu · Journal of Consumer Research · 2012 · 137 citations · Full text

Business, Communication, Marketing +15

Price as a Stimulus to Think: The Case for Willful Overpricing

Luc Wathieu, Marco Bertini · Marketing Science · 2007 · 120 citations

Social Sciences, Business Economics, Economics +14