| An exploration into renting as consumption behavior JF Durgee, G Colarelli O'Connor Psychology & Marketing 12 (2), 89-104, 1995 | 226 | 1995 |
| Translating values into product wants JF Durgee, GC O'Connor, RW Veryzer Journal of Advertising Research 36 (6), 90-101, 1996 | 204 | 1996 |
| Advertising symbols and brand names that best represent key product meanings JF Durgee, RW Stuart Journal of Consumer Marketing 4 (3), 15-24, 1987 | 181 | 1987 |
| Understanding brand personality JF Durgee The journal of consumer marketing 5 (3), 21, 1988 | 141 | 1988 |
| Depth-interview techniques for creative advertising JF Durgee Journal of Advertising Research 25 (6), 29-37, 1986 | 86 | 1986 |
| Deep structures: real information requirements determination R Leifer, S Lee, J Durgee Information & Management 27 (5), 275-285, 1994 | 77 | 1994 |
| Product drama. JF Durgee Journal of Advertising Research, 1988 | 68 | 1988 |
| Self-esteem advertising JF Durgee Journal of Advertising 15 (4), 21-42, 1986 | 58 | 1986 |
| Richer findings from qualitative research JF Durgee Journal of Advertising Research 26 (4), 36-44, 1986 | 49 | 1986 |
| HOW CONSUMER SUB-CULTURES CODE REALITY: A LOOK AT SOME CODE TYPES. JF Durgee Advances in consumer research 13 (1), 1986 | 49 | 1986 |
| Using mini‐concepts to identify opportunities for really new product functions JF Durgee, G Colarelli O’Connor, RW Veryzer Jr Journal of Consumer Marketing 15 (6), 525-543, 1998 | 41 | 1998 |
| POINT-OF-VIEW-USING CREATIVE-WRITING TECHNIQUES IN FOCUS GROUPS JF Durgee Journal of Advertising Research 26 (6), 57-65, 1987 | 34 | 1987 |
| Visual rhetoric in new product design JF Durgee Advances in Consumer Research 30, 367-372, 2003 | 32 | 2003 |
| Freedom for superstar designers? Lessons from art history JF Durgee Design Management Review 17 (3), 29-34, 2006 | 30 | 2006 |
| Gift-Giving as a Metaphor for Understanding New Products that Delight. JF Durgee, T Sego Advances in Consumer Research 28 (1), 2001 | 27 | 2001 |
| Integrated Market‐Immersion Approach To Teaching New Product Development In Technologically‐Oriented Teams KJ Silvester, JF Durgee, CM McDermott, RW Veryzer Journal of Product Innovation Management: AN INTERNATIONAL PUBLICATION OF …, 2002 | 26 | 2002 |
| Refurbishing services and how services enhance consumer well-being JF Durgee, G Agopian Journal of Services Marketing 32 (3), 311-321, 2018 | 24 | 2018 |
| On Cezanne, hot buttons, and interpreting consumer storytelling JF Durgee Journal of Consumer Marketing 5 (4), 47-51, 1988 | 20 | 1988 |
| Impact of national culture on airline operations HM Yayla-Kullu, P Tansitpong, A Gnanlet, CM McDermott, JF Durgee Operations Management Research 8, 101-117, 2015 | 18 | 2015 |
| Metaphors, needs and new product ideation JF Durgee, M Chen Handbook of qualitative research methods in marketing, 2006 | 18 | 2006 |
