Concepedia

Gerald J. Gorn

GJ

Statistics

Publications

54

Citations

6.5K

H-Index

37

Active since

1974

Affiliations

University of British Columbia(Current)

Hong Kong University of Science and Technology

University of Hong Kong

McGill University

University of Manitoba

Gerald J. Gorn is an author at University of British Columbia specializing in marketing, management, and consumer research.

Top concepts

MarketingManagementConsumer ResearchAdvertisingBehavioral SciencePsychologySocial SciencesAdvertising EffectivenessArtsCommunication

Publications per year

1974–2021

54

Publications

54

The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach

Gerald J. Gorn · Journal of Marketing · 1982 · 636 citations

Music, Classical Conditioning Approach, Behavioral Decision Making +23

Happy and Sad TV Programs: How They Affect Reactions to Commercials

Marvin E. Goldberg, Gerald J. Gorn · Journal of Consumer Research · 1987 · 504 citations

Affective Design, Affective Variable, Affective Neuroscience +20

Effects of Color as an Executional Cue in Advertising: They're in the Shade

Gerald J. Gorn, Amitava Chattopadhyay, Tracey Yi et al. · Management Science · 1997 · 436 citations

Behavioral Decision Making, Color Psychology, Affective Design +24

Waiting for the Web: How Screen Color Affects Time Perception

Gerald J. Gorn, Amitava Chattopadhyay, Jaideep Sengupta et al. · Journal of Marketing Research · 2004 · 364 citations

Background Screen Color, Engineering, Ambient Display +21

Understanding Materialism Among Youth

Marvin E. Goldberg, Gerald J. Gorn, Laura A. Peracchio et al. · Journal of Consumer Psychology · 2003 · 363 citations

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