David W. Schumann

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Richard E. Petty, John T. Cacioppo, David W. Schumann · Journal of Consumer Research · 1983 · 4.6K citations

Business, Marketing, Marketing Management +14

Positive mood and persuasion: Different roles for affect under high- and low-elaboration conditions.

Richard E. Petty, David W. Schumann, Steven A. Richman et al. · Journal of Personality and Social Psychology · 1993 · 474 citations

Social Sciences, Psychology, Social Psychology +7

Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences

Sarah Fisher Gardial, D. Scott Clemons, Robert B. Woodruff et al. · Journal of Consumer Research · 1994 · 391 citations

Business, Marketing, Marketing Management +12

Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses

David W. Schumann, Richard E. Petty, D. Scott Clemons · Journal of Consumer Research · 1990 · 206 citations

Business, Marketing, Psychology +16

Segmenting the non‐adopter category in the diffusion of internet banking

Eun‐Ju Lee, Kyoung‐Nan Kwon, David W. Schumann · International Journal of Bank Marketing · 2005 · 191 citations

Business, Information Technology, Marketing +17