What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions by Sunder, Sarang, Kim, Kihyun Hannah, Yorkston, Eric A.

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The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions by Yorkston, Eric A., Nunes, Joseph C., Matta, Shashi

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A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments by Yorkston, Eric, Menon, Geeta

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The Role of Accent Standardness in Message Preference and Recall by Morales, Andrea C., Scott, Maura L., Yorkston, Eric A.

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Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers by Nicolao, Leonardo, Yorkston, Eric, Brocato, Deanne, Brei, Vinicius Andrade

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Linguistic Gender Marking and Categorization by Yorkston, Eric, De Mello, Gustavo E.

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Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis by GHOSHAL, TANUKA, YORKSTON, ERIC, NUNES, JOSEPH C., BOATWRIGHT, PETER

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Using transformational appeals to enhance the retail experience by Naylor, Gillian, Kleiser, Susan Bardi, Baker, Julie, Yorkston, Eric

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Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis by Ghoshal, Tanuka, Yorkston, Eric, Nunes, Joseph C., Boatwright, Peter

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Uncovering the Coexistence of Assimilation and Contrast Effects in Hedonic Sequences by Ghoshal, Tanuka, Yorkston, Eric, Nunes, Joseph, Boatwright, Peter

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Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles by LABARBERA, PRISCILLA A, WEINGARD, PETER, YORKSTON, ERIC A

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Phonetic Phenomena in Brand Name Creation by Yorkston, Eric, Menon, Geeta

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