Overcoming the challenge of low familiarity: Can a weakly familiar brand signal quality with exceptionally strong warranty?

Multiple regression: testing and interpreting interactions

Choice Reviews Online · 1992 · 37.2K citations

Public Health, Biostatistics, Causal Inference +9

The Effects of Product Class Knowledge on Information Search Behavior

Merrie Brucks · Journal of Consumer Research · 1985 · 2K citations

Business, Marketing, Marketing Management +16

Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent

Margaret C. Campbell, Amna Kirmani · Journal of Consumer Research · 2000 · 1.3K citations

Social Sciences, Psychology, Social Psychology +14

The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations

Akshay R. Rao, Kent B. Monroe · Journal of Consumer Research · 1988 · 1.2K citations

Social Sciences, Marketing, Psychology +14

The heuristic model of persuasion.

Shelly Chaiken · 1987 · 1.1K citations

Social Sciences, Psychology, Social Psychology +8