To Whom Do Advertising Creatives Write? An Inferential Answer

Persuasion Knowledge: Lay People's and Researchers' Beliefs about the Psychology of Advertising

Marian Friestad, Peter Wright · Journal of Consumer Research · 1995 · 338 citations

Copywriters' Implicit Theories of Communication: An Exploration

Arthur J. Kover · Journal of Consumer Research · 1995 · 224 citations

Creativity vs. Effectiveness? An Integrating Classification for Advertising

Arthur J. Kover, Stephen M. Goldberg · Journal of Advertising Research · 1995 · 88 citations

The Rossiter-Percy Grid and Emotional Response to Advertising: An Initial Evaluation

Arthur J. Kover, Joseph Abruzzo · Journal of Advertising Research · 1993 · 24 citations

Customer Satisfaction, Behavioral Sciences, Advertising +13