Lawrence J. Marks

Television Commercial Evaluation in the Context of Program Induced Mood: Congruency versus Consistency Effects

Michael A. Kamins, Lawrence J. Marks, Deborah Skinner · Journal of Advertising · 1991 · 267 citations

Behavioral Decision Making, Affective Variable, Consumer Research +21

The Use of Product Sampling and Advertising: Effects of Sequence of Exposure and Degree of Advertising Claim Exaggeration on Consumers' Belief Strength, Belief Confidence, and Attitudes

Lawrence J. Marks, Michael A. Kamins · Journal of Marketing Research · 1988 · 221 citations

An empirical investigation of a general theory of marketing ethics

Michael A. Mayo, Lawrence J. Marks · Journal of the Academy of Marketing Science · 1990 · 207 citations

Customer Satisfaction, Marketing Ethics, Management +7

Good native advertising isn’t a secret

Colin Campbell, Lawrence J. Marks · Business Horizons · 2015 · 151 citations

International Advertising, Advertising, Digital Marketing +9

Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model

Arno J. Rethans, John L. Swasy, Lawrence J. Marks · Journal of Marketing Research · 1986 · 145 citations