Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance Among Users of Free Web Services

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Claes Fornell, David F. Larcker · Journal of Marketing Research · 1981 · 67.9K citations

Social Sciences, Educational Measurement, Econometrics +15

Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models

Kristopher J. Preacher, Andrew F. Hayes · Behavior Research Methods · 2008 · 32.7K citations · Full text

Public Health, Biostatistics, Causal Inference +13

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7

Back-Translation for Cross-Cultural Research

Richard W. Brislin · Journal of Cross-Cultural Psychology · 1970 · 13.4K citations

Humanities, Translation Studies, Descriptive Translation Studies +16

The Norm of Reciprocity: A Preliminary Statement

Alvin W. Gouldner · American Sociological Review · 1960 · 11.8K citations

Social Sciences, Philosophy, Social Psychology +7