| The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations SB MacKenzie, RJ Lutz, GE Belch Journal of marketing research 23 (2), 130-143, 1986 | 4469 | 1986 |
| An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context SB MacKenzie, RJ Lutz Journal of marketing 53 (2), 48-65, 1989 | 4430 | 1989 |
| Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces J Alba, J Lynch, B Weitz, C Janiszewski, R Lutz, A Sawyer, S Wood Journal of marketing 61 (3), 38-53, 1997 | 4188 | 1997 |
| Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions T Wagner, RJ Lutz, BA Weitz Journal of marketing 73 (6), 77-91, 2009 | 1628 | 2009 |
| Affective and cognitive antecedents of attitude toward the ad: A conceptual framework RJ Lutz Psychological processes and advertising effects, 45-64, 1985 | 1494 | 1985 |
| Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. RJ Lutz, SB McKenzie, GE Belch Advances in consumer research 10 (1), 1983 | 1218 | 1983 |
| The role of attitude theory in marketing RJ Lutz University of California, Los Angeles, Center for Marketing Studies, 1980 | 723 | 1980 |
| Changing brand attitudes through modification of cognitive structure RJ Lutz Journal of consumer Research 1 (4), 49-59, 1975 | 637 | 1975 |
| Passing the torch: Intergenerational influences as a source of brand equity ES Moore, WL Wilkie, RJ Lutz Journal of Marketing 66 (2), 17-37, 2002 | 624 | 2002 |
| Effects of interactive imagery on learning: Application to advertising. KA Lutz, RJ Lutz Journal of Applied Psychology 62 (4), 493, 1977 | 505 | 1977 |
| An Exploration of the Effects of Perceived Social and Performance Risk on Consumer Information Acquisition. RJ Lutz, PJ Reilly Advances in consumer research 1 (1), 1974 | 419 | 1974 |
| Children, advertising, and product experiences: A multimethod inquiry ES Moore, RJ Lutz Journal of consumer research 27 (1), 31-48, 2000 | 413 | 2000 |
| Imagery-eliciting strategies: Review and implications of research. KA Lutz, RJ Lutz Advances in consumer research 5 (1), 1978 | 304 | 1978 |
| The function of format: Consumer responses to six on-line advertising formats KS Burns, RJ Lutz Journal of advertising 35 (1), 53-63, 2006 | 301 | 2006 |
| The role of argument quality in the elaboration likelihood model CS Areni, RJ Lutz Advances in consumer research 15 (1), 197-203, 1988 | 301 | 1988 |
| An experimental investigation of causal relations among cognitions, affect, and behavioral intention RJ Lutz Journal of Consumer Research 3 (4), 197-208, 1977 | 285 | 1977 |
| THE PSYCHOLOGICAL SITUATION AS A DETERMINANT OF CONSUMER BEHAVIOR. RJ Lutz, P Kakkar Advances in consumer research 2 (1), 1975 | 271 | 1975 |
| Defining and measuring recreational shopper identity M Guiry, AW Mägi, RJ Lutz Journal of the Academy of Marketing Science 34, 74-83, 2006 | 242 | 2006 |
| An empirical test of an updated relevance-accessibility model of advertising effectiveness WE Baker, RJ Lutz Journal of Advertising 29 (1), 1-14, 2000 | 238 | 2000 |
| Cognitive algebra in multi-attribute attitude models JR Bettman, N Capon, RJ Lutz Journal of Marketing Research 12 (2), 151-164, 1975 | 233 | 1975 |
