| A content analysis of guilt appeals in popular magazine advertisements BA Huhmann, TP Brotherton Journal of Advertising 26 (2), 35-45, 1997 | 420 | 1997 |
| Combinatory and separative effects of rhetorical figures on consumers' effort and focus in ad processing DL Mothersbaugh, BA Huhmann, GR Franke Journal of consumer research 28 (4), 589-602, 2002 | 271 | 2002 |
| Information content and consumer readership of print ads: a comparison of search and experience products GR Franke, BA Huhmann, DL Mothersbaugh Journal of the Academy of Marketing Science 32, 20-31, 2004 | 197 | 2004 |
| Effects of age, need for cognition, and affective intensity on advertising effectiveness J McKay-Nesbitt, RV Manchanda, MC Smith, BA Huhmann Journal of Business Research 64 (1), 12-17, 2011 | 192 | 2011 |
| Pharmaceutical advertising in the USA: information or influence? KJ Main, JJ Argo, BA Huhmann International Journal of Advertising 23 (1), 119-141, 2004 | 154 | 2004 |
| A model of consumer financial numeracy BA Huhmann, S McQuitty International Journal of Bank Marketing 27 (4), 270-293, 2009 | 129 | 2009 |
| Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general BA Huhmann, YB Limbu Current Research on Gender Issues in Advertising, 64-81, 2018 | 116 | 2018 |
| Does mutual fund advertising provide necessary investment information? BA Huhmann, N Bhattacharyya International Journal of Bank Marketing 23 (4), 296-316, 2005 | 111 | 2005 |
| The Relationship between task complexity and information search: The role of self‐efficacy J Hu, BA Huhmann, MR Hyman Psychology & Marketing 24 (3), 253-270, 2007 | 90 | 2007 |
| Controversial advertisement executions and involvement on elaborative processing and comprehension BA Huhmann, B Mott‐Stenerson Journal of Marketing Communications 14 (4), 293-313, 2008 | 76 | 2008 |
| Appeals in Korean magazine advertising: A content analysis and cross-cultural comparison W Jeon, GR Franke, BA Huhmann, J Phelps Asia Pacific Journal of Management 16, 249-258, 1999 | 76 | 1999 |
| Are college students at greater risk of credit card abuse? Age, gender, materialism and parental influence on consumer response to credit cards YB Limbu, BA Huhmann, B Xu Journal of Financial Services Marketing 17, 148-162, 2012 | 59 | 2012 |
| An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising: The moderating role of product involvement YB Limbu, BA Huhmann, RT Peterson International journal of pharmaceutical and healthcare marketing 6 (1), 23-38, 2012 | 59 | 2012 |
| A model of the cognitive and emotional processing of rhetorical works in advertising BA Huhmann Go Figure! New Directions in Advertising Rhetoric, 91-119, 2014 | 49 | 2014 |
| Rhetorical figures in headings and their effect on text processing: the moderating role of information relevance and text length BA Huhmann, DL Mothersbaugh, GR Franke IEEE transactions on professional communication 45 (3), 157-169, 2002 | 46 | 2002 |
| An eye-tracking study of attention to brand-identifying content and recall of taboo advertising SD Myers, GD Deitz, BA Huhmann, S Jha, JH Tatara Journal of Business Research 111, 176-186, 2020 | 45 | 2020 |
| Does rhetoric impact advertising effectiveness with liking controlled? BA Huhmann, PA Albinsson European Journal of Marketing 46 (11/12), 1476-1500, 2012 | 45 | 2012 |
| Visual complexity in banner ads: The role of color, photography, and animation BA Huhmann Visual Communication Quarterly 10 (3), 10-17, 2003 | 40 | 2003 |
| Strategic consequences of self-service technology evaluations BJ Taillon, BA Huhmann Journal of Strategic Marketing 27 (3), 268-279, 2019 | 38 | 2019 |
| Anthropomorphic responses to new-to-market logos CR Payne, MR Hyman, M Niculescu, BA Huhmann Journal of Marketing Management 29 (1-2), 122-140, 2013 | 30 | 2013 |
Yam LimbuProfessor of Marketing, Montclair State UniversityVerified email at montclair.edu
