| Issues in marketing's use of multi-attribute attitude models WL Wilkie, EA Pessemier Journal of Marketing research 10 (4), 428-441, 1973 | 1373 | 1973 |
| Scholarly research in marketing: Exploring the “4 eras” of thought development WL Wilkie, ES Moore Journal of public policy & Marketing 22 (2), 116-146, 2003 | 909 | 2003 |
| Buyer uncertainty and information search JE Urbany, PR Dickson, WL Wilkie Journal of consumer research 16 (2), 208-215, 1989 | 833 | 1989 |
| Passing the torch: Intergenerational influences as a source of brand equity ES Moore, WL Wilkie, RJ Lutz Journal of Marketing 66 (2), 17-37, 2002 | 615 | 2002 |
| Marketing's contributions to society WL Wilkie, ES Moore Journal of marketing 63 (4_suppl1), 198-218, 1999 | 562 | 1999 |
| Fear: The potential of an appeal neglected by marketing ML Ray, WL Wilkie Journal of Marketing 34 (1), 54-62, 1970 | 385 | 1970 |
| Comparison advertising: Problems and potential WL Wilkie, PW Farris Journal of Marketing 39 (4), 7-15, 1975 | 360 | 1975 |
| A comparative analysis of attitudinal predictions of brand preference FM Bass, WL Wilkie Journal of Marketing Research 10 (3), 262-269, 1973 | 296 | 1973 |
| The American Marketing Association's new definition of marketing: Perspective and commentary on the 2007 revision GT Gundlach, WL Wilkie Journal of Public Policy & Marketing 28 (2), 259-264, 2009 | 289 | 2009 |
| Analysis of effects of information load WL Wilkie Journal of Marketing Research 11 (4), 462-466, 1974 | 262 | 1974 |
| Marketing renaissance: Opportunities and imperatives for improving marketing thought, practice, and infrastructure SW Brown, FE Webster, JBEM Steenkamp, WL Wilkie, JN Sheth, ... Journal of Marketing 69 (4), 1-25, 2005 | 206 | 2005 |
| Shopping for appliances: Consumers' strategies and patterns of information search WL Wilkie, PR Dickson (No Title), 1985 | 201 | 1985 |
| Consumer Behavior WL Wilkie John Wiley & Sons, 1990 | 199* | 1990 |
| Expanding our understanding of marketing in society WL Wilkie, ES Moore Journal of the Academy of Marketing Science 40, 53-73, 2012 | 188 | 2012 |
| Macromarketing as a pillar of marketing thought WL Wilkie, ES Moore Journal of Macromarketing 26 (2), 224-232, 2006 | 160 | 2006 |
| All in the family? Parental roles in the epidemic of childhood obesity ES Moore, WL Wilkie, DM Desrochers Journal of Consumer Research 43 (5), 824-859, 2017 | 155 | 2017 |
| The Role of Marketing Research in Public Policy Decision Making: How Con Marketing Research aid the Public Policy Maker? WL Wilkie, DM Gardner Journal of Marketing 38 (1), 38-47, 1974 | 151 | 1974 |
| What does the definition of marketing tell us about ourselves? WL Wilkie, ES Moore Journal of Public Policy & Marketing 26 (2), 269-276, 2007 | 129 | 2007 |
| Public policy and consumer information: Impact of the new energy labels DL McNeill, WL Wilkie Journal of Consumer Research 6 (1), 1-11, 1979 | 118 | 1979 |
| Marketing's “Scarlet Letter”: The theory and practice of corrective advertising WL Wilkie, DL McNeill, MB Mazis Journal of Marketing 48 (2), 11-31, 1984 | 109 | 1984 |
