A Better Advertising Planning Grid

The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun

Morris B. Holbrook, Elizabeth C. Hirschman · Journal of Consumer Research · 1982 · 8K citations

Social Sciences, Psychology, Social Psychology +16

Information and Consumer Behavior

Phillip Nelson · Journal of Political Economy · 1970 · 5.7K citations

Business, Information Systems, Marketing +12

The Functional Approach to the Study of Attitudes

Daniel Katz · Public Opinion Quarterly · 1960 · 2.9K citations

Social Sciences, Behavioral Sciences, Psychology +11

Affective Responses Mediating Acceptance of Advertising

Rajeev Batra, Michael L. Ray · Journal of Consumer Research · 1986 · 1.1K citations

Business, Communication, Marketing +14

How Advertising Works: A Planning Model

Richard Vaughn · Journal of Advertising Research · 1982 · 559 citations

Business, Marketing, Marketing Management +12