| Taste lovers versus nutrition fact seekers: how health consciousness and self‐efficacy determine the way consumers choose food products R Mai, S Hoffmann Journal of Consumer Behaviour 11 (4), 316-328, 2012 | 170 | 2012 |
| How to combat the unhealthy= tasty intuition: The influencing role of health consciousness R Mai, S Hoffmann Journal of Public Policy & Marketing 34 (1), 63-83, 2015 | 161 | 2015 |
| When do materialistic consumers join commercial sharing systems P Akbar, R Mai, S Hoffmann Journal of Business Research 69 (10), 4215-4224, 2016 | 124 | 2016 |
| Development and validation of a cross-nationally stable scale of consumer animosity S Hoffmann, R Mai, M Smirnova Journal of Marketing Theory and Practice 19 (2), 235-252, 2011 | 117 | 2011 |
| Light and pale colors in food packaging: When does this package cue signal superior healthiness or inferior tastiness? R Mai, C Symmank, B Seeberg-Elverfeldt Journal of Retailing 92 (4), 426-444, 2016 | 112 | 2016 |
| Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging N Karnal, CJA Machiels, UR Orth, R Mai Food Quality and Preference 52, 106-119, 2016 | 97 | 2016 |
| Accents in Business Communication: An integrative model and propositions for future research R Mai, S Hoffmann Journal of consumer psychology 24 (1), 137-158, 2014 | 86 | 2014 |
| Predictors of food decision making: A systematic interdisciplinary mapping (SIM) review C Symmank, R Mai, S Hoffmann, FM Stok, B Renner, N Lien, H Rohm Appetite 110, 25-35, 2017 | 72 | 2017 |
| Integrating sensory evaluation in adaptive conjoint analysis to elaborate the conflicting influence of intrinsic and extrinsic attributes on food choice K Hoppert, R Mai, S Zahn, S Hoffmann, H Rohm Appetite 59 (3), 949-955, 2012 | 70 | 2012 |
| Consumer acceptance of regular and reduced-sugar yogurt enriched with different types of dietary fiber K Hoppert, S Zahn, L Jänecke, R Mai, S Hoffmann, H Rohm International Dairy Journal 28 (1), 1-7, 2013 | 67 | 2013 |
| Four positive effects of a salesperson’s regional dialect in services selling R Mai, S Hoffmann Journal of Service Research 14 (4), 460-474, 2011 | 65 | 2011 |
| Ethical products= less strong: How explicit and implicit reliance on the lay theory affects consumption behaviors R Mai, S Hoffmann, W Lasarov, A Buhs Journal of Business Ethics 158 (3), 659-677, 2019 | 36 | 2019 |
| The shifting range of optimal web site complexity R Mai, S Hoffmann, U Schwarz, T Niemand, J Seidel Journal of Interactive Marketing 28 (2), 101-116, 2014 | 34 | 2014 |
| Internationalisierung deutscher Unternehmen: Strategien, Instrumente und Konzepte für den Mittelstand F Keuper, H Schunk Springer-Verlag, 2009 | 34* | 2009 |
| Under which conditions are consumers ready to boycott or buycott? The roles of hedonism and simplicity S Hoffmann, I Balderjahn, B Seegebarth, R Mai, M Peyer Ecological Economics 147, 167-178, 2018 | 33 | 2018 |
| Do culture-dependent response styles distort substantial relationships? S Hoffmann, R Mai, A Cristescu International Business Review 22 (5), 814-827, 2013 | 33 | 2013 |
| Flexible cutoff values for fit indices in the evaluation of structural equation models T Niemand, R Mai Journal of the Academy of Marketing Science 46 (6), 1148-1172, 2018 | 32 | 2018 |
| Der Herkunftslandeffekt: Eine kritische würdigung des state of the art R Mai Journal für Betriebswirtschaft 61 (2-3), 91, 2011 | 29 | 2011 |
| Implicit food associations as obstacles to healthy nutrition: the need for further research R Mai, S Hoffmann, JR Helmert, BM Velichkovsky, S Zahn, D Jaros, ... The British Journal of Diabetes & Vascular Disease 11 (4), 182-186, 2011 | 27 | 2011 |
| Angewandtes Gesundheitsmarketing S Hoffmann, U Schwarz, R Mai Springer-Verlag, 2012 | 26 | 2012 |
