Identifying the energy conscious consumer: The case of the opinion leader

Estimating Nonresponse Bias in Mail Surveys

J. Scott Armstrong, Terry Overton · Journal of Marketing Research · 1977 · 9.7K citations

Behavioral Decision Making, Consumer Research, Valid Predictions +17

The People's Choice

Van F. Christoph, Paul F. Lazarfeld, Bernard Berelson et al. · The American Catholic Sociological Review · 1945 · 1.7K citations

Public Policy, Collective Choice, Behavioral Decision Making +8

The Effects of Mass Communication

Patrick D. Hazard, Joseph T. Klapper · American Quarterly · 1962 · 1.4K citations

Human Communication, Interpersonal Communication, Primitive Theoretical Scheme +14

Medical Innovation: A Diffusion Study.

David Mechanic, James S. Coleman, Elihu Katz et al. · American Sociological Review · 1967 · 1.4K citations

Technology Diffusion, Medical Innovation, Innovation Adoption +7

Multivariate Analysis: Techniques for Educational and Psychological Research

Thomas M. Gerig, Maurice M. Tatsuoka · Technometrics · 1975 · 664 citations

Instructional Design, Teacher Education, Mathematics Education +15