| Designing research for application BJ Calder, LW Phillips, AM Tybout Journal of consumer research 8 (2), 197-207, 1981 | 2903 | 1981 |
| Schema congruity as a basis for product evaluation J Meyers-Levy, AM Tybout Journal of consumer research 16 (1), 39-54, 1989 | 2124 | 1989 |
| The concept of external validity BJ Calder, LW Phillips, AM Tybout Journal of consumer research 9 (3), 240-244, 1982 | 1220 | 1982 |
| Impact of deals and deal retraction on brand switching JA Dodson, AM Tybout, B Sternthal Journal of marketing research 15 (1), 72-81, 1978 | 747 | 1978 |
| The moderating role of prior knowledge in schema-based product evaluation LA Peracchio, AM Tybout Journal of consumer research 23 (3), 177-192, 1996 | 624 | 1996 |
| When will a brand scandal spill over, and how should competitors respond? ML Roehm, AM Tybout Journal of Marketing Research 43 (3), 366-373, 2006 | 542 | 2006 |
| Three questions you need to ask about your brand KL Keller, B Sternthal, A Tybout Harvard business review 80 (9), 80-89, 2002 | 504 | 2002 |
| Using information processing theory to design marketing strategies AM Tybout, BJ Calder, B Sternthal Journal of Marketing Research 18 (1), 73-79, 1981 | 484 | 1981 |
| The construct validity of the tripartite classification of attitudes RP Bagozzi, AM Tybout, CS Craig, B Sternthal Journal of Marketing Research 16 (1), 88-95, 1979 | 425 | 1979 |
| What consumer research is... BJ Calder, AM Tybout Journal of Consumer Research 14 (1), 136-140, 1987 | 267 | 1987 |
| The moderating role of involvement and differentiation in the evaluation of brand extensions E Maoz, AM Tybout Journal of Consumer psychology 12 (2), 119-131, 2002 | 256 | 2002 |
| Beyond external validity BJ Calder, LW Phillips, AM Tybout Journal of Consumer Research 10 (1), 112-114, 1983 | 255 | 1983 |
| Context effects at encoding and judgment in consumption settings: The role of cognitive resources J Meyers-Levy, AM Tybout Journal of consumer research 24 (1), 1-14, 1997 | 251 | 1997 |
| Kellogg on branding: The marketing faculty of The Kellogg School of Management P Kotler Wiley, 2005 | 225 | 2005 |
| Consumer psychology AM Tybout, N Artz Annual review of psychology 45, 131, 1994 | 211 | 1994 |
| Ethics in marketing research: Their practical relevance AM Tybout, G Zaltman Journal of Marketing Research 11 (4), 357-368, 1974 | 158 | 1974 |
| Information accessibility as a moderator of judgments: The role of content versus retrieval ease AM Tybout, B Sternthal, P Malaviya, GA Bakamitsos, SB Park Journal of Consumer Research 32 (1), 76-85, 2005 | 157 | 2005 |
| A vision of theory, research, and the future of business schools BJ Calder, AM Tybout Journal of the Academy of Marketing Science 27 (3), 359-366, 1999 | 153 | 1999 |
| A marketing audit using a conceptual model of consumer behavior: Application and evaluation AM Tybout, JR Hauser Journal of marketing 45 (3), 82-101, 1981 | 153 | 1981 |
| Confirmatory versus comparative approaches to judging theory tests B Sternthal, AM Tybout, BJ Calder Journal of Consumer Research 14 (1), 114-125, 1987 | 143 | 1987 |
