| Consumer response to negative publicity: The moderating role of commitment R Ahluwalia, RE Burnkrant, HR Unnava Journal of marketing research 37 (2), 203-214, 2000 | 1795 | 2000 |
| Picture-based persuasion processes and the moderating role of involvement PW Miniard, S Bhatla, KR Lord, PR Dickson, HR Unnava Journal of consumer research 18 (1), 92-107, 1991 | 683 | 1991 |
| Effects of self-referencing on persuasion RE Burnkrant, HR Unnava Journal of consumer research 22 (1), 17-26, 1995 | 616 | 1995 |
| The moderating role of commitment on the spillover effect of marketing communications R Ahluwalia, HR Unnava, RE Burnkrant Journal of Marketing research 38 (4), 458-470, 2001 | 569 | 2001 |
| An imagery-processing view of the role of pictures in print advertisements HR Unnava, RE Burnkrant Journal of Marketing Research 28 (2), 226-231, 1991 | 490 | 1991 |
| Theories of attitude change RE Petty, RH Unnava, AJ Strathman Handbook of consumer behavior, 241-280, 1991 | 451 | 1991 |
| Self-referencing: A strategy for increasing processing of message content RE Burnkrant, HR Unnava Personality and Social Psychology Bulletin 15 (4), 628-638, 1989 | 397 | 1989 |
| Spillover of negative information on brand alliances NL Votola, HR Unnava Journal of Consumer Psychology 16 (2), 196-202, 2006 | 282 | 2006 |
| Effects of repeating varied ad executions on brand name memory HR Unnava, RE Burnkrant Journal of Marketing Research 28 (4), 406-416, 1991 | 235 | 1991 |
| Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level H Lee, X Deng, HR Unnava, K Fujita Journal of Consumer Research 41 (4), 1015-1032, 2014 | 220 | 2014 |
| Interactive effects of presentation modality and message-generated imagery on recall of advertising information HR Unnava, S Agarwal, CP Haugtvedt Journal of Consumer Research 23 (1), 81-88, 1996 | 186 | 1996 |
| A “wide” variety: Effects of horizontal versus vertical display on assortment processing, perceived variety, and choice X Deng, BE Kahn, HR Unnava, H Lee Journal of Marketing Research 53 (5), 682-698, 2016 | 140 | 2016 |
| Effects of presentation order and communication modality on recall and attitude HR Unnava, RE Burnkrant, S Erevelles Journal of Consumer Research 21 (3), 481-490, 1994 | 135 | 1994 |
| The effect of brand commitment on the evaluation of nonpreferred brands: A disconfirmation process S Raju, HR Unnava, NV Montgomery Journal of Consumer Research 35 (5), 851-863, 2009 | 128 | 2009 |
| “Too true to be good?” when virtual reality decreases interest in actual reality X Deng, HR Unnava, H Lee Journal of Business Research 100, 561-570, 2019 | 119 | 2019 |
| Reducing competitive ad interference HR Unnava, D Sirdeshmukh Journal of Marketing Research 31 (3), 403-411, 1994 | 107 | 1994 |
| The moderating effect of brand commitment on the evaluation of competitive brands S Raju, HR Unnava, NV Montgomery Journal of advertising 38 (2), 21-36, 2009 | 99 | 2009 |
| The role of temporal distance on the color of future-directed imagery: A construal-level perspective H Lee, K Fujita, X Deng, HR Unnava Journal of Consumer Research 43 (5), 707-725, 2017 | 91 | 2017 |
| Temporal sequence effects: A memory framework NV Montgomery, HR Unnava Journal of Consumer Research 36 (1), 83-92, 2009 | 81 | 2009 |
| The Usefulness of Product Warranties for Reputable and New Brands. DE Innis, HR Unnava Advances in consumer research 18 (1), 1991 | 80 | 1991 |
