Jacqueline C. Hitchon

Effects of Gender Schematic Processing on the Reception of Political Commercials for Men and Women Candidates

Jacqueline C. Hitchon, Chingching Chang · Communication Research · 1995 · 88 citations

Gendered Perception, Targeted Advertising, Political Behavior +18

Predicting Selection and Activity in Television Genre Viewing

Robert P. Hawkins, Suzanne Pingree, Jacqueline C. Hitchon et al. · Media Psychology · 2001 · 65 citations

Social Psychology, Cognition, Selective Viewing +18

Should Women Emote? Perceptual Bias and Opinion Change in Response to Political Ads for Candidates of Different Genders

Jacqueline C. Hitchon, Chingching Chang, Rhonda Harris · Political Communication · 1997 · 64 citations

Gendered Perception, Public Opinion, Political Behavior +23

The intensifying effects of exciting television programs on the reception of subsequent commercials

Surendra N. Singh, Jacqueline C. Hitchon · Psychology and Marketing · 1989 · 53 citations

Subsequent Commercials, Entertainment Marketing, Physiological Arousal +23

Cause-Related Marketing Ads in the Light of Negative News

Sameer Deshpande, Jacqueline C. Hitchon · Journalism & Mass Communication Quarterly · 2002 · 51 citations

Viral Marketing, Advertising, Image Restoration Theory +15