| 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 | 84 | 2012 |
| 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 | 68 | 2011 |
| 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 | 58 | 2015 |
| 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 | 50 | 2012 |
| 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 | 38 | 2014 |
| 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 | 38 | 2013 |
| When do materialistic consumers join commercial sharing systems P Akbar, R Mai, S Hoffmann Journal of Business Research 69 (10), 4215-4224, 2016 | 36 | 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 | 34 | 2016 |
| Internationalisierung deutscher Unternehmen F Keuper, HA Schunk Strategien, Instrumente und Konzepte für den Mittelstand 2, 2011 | 33 | 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 | 31 | 2016 |
| 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 | 27 | 2011 |
| 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 | 24 | 2017 |
| Do culture-dependent response styles distort substantial relationships? S Hoffmann, R Mai, A Cristescu International Business Review 22 (5), 814-827, 2013 | 20 | 2013 |
| Der Herkunftslandeffekt: Eine kritische würdigung des state of the art R Mai Journal für Betriebswirtschaft 61 (2-3), 91, 2011 | 20 | 2011 |
| 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 | 19 | 2014 |
| Angewandtes Gesundheitsmarketing S Hoffmann, U Schwarz, R Mai Springer-Verlag, 2012 | 18 | 2012 |
| The spirit is willing, but the flesh is weak: The moderating effect of implicit associations on healthy eating behaviors R Mai, S Hoffmann, K Hoppert, P Schwarz, H Rohm Food quality and preference 39, 62-72, 2015 | 17 | 2015 |
| Tailoring compensation effects of health-unrelated food properties R Mai, S Zahn, K Hoppert, S Hoffmann, H Rohm Appetite 80, 143-153, 2014 | 14 | 2014 |
| 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 | 14 | 2011 |
| Carrotmob: a win–win–win approach to creating benefits for consumers, business, and society at large K Hutter, S Hoffmann, R Mai Business & Society 55 (7), 1059-1077, 2016 | 11 | 2016 |