Eric A. Yorkston, Ph.D.
Affiliations: | 2000 | New York University, Graduate School of Business Administration |
Area:
Marketing Business AdministrationGoogle:
"Eric Yorkston"Mean distance: 42746.4
Parents
Sign in to add mentor| Geeta Menon | grad student | 2000 | New York University, Graduate School of Business Administration | |
| (Construction through deconstruction: A compositional approach to the development of brand names.) | ||||
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Publications
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| Sunder S, Kim KH, Yorkston EA. (2019) What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions: Journal of Marketing. 83: 93-112 |
| Nicolao L, Yorkston E, Brocato D, et al. (2016) Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers Bar. Brazilian Administration Review. 13: 19-32 |
| Ghoshal T, Yorkston E, Nunes JC, et al. (2013) Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis Journal of Marketing Research. 51: 563-577 |
| Morales AC, Scott ML, Yorkston EA. (2012) The Role of Accent Standardness in Message Preference and Recall Journal of Advertising. 41: 33-46 |
| Yorkston EA, Nunes JC, Matta S. (2010) The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions: Journal of Marketing. 74: 80-93 |
| Naylor G, Kleiser SB, Baker J, et al. (2008) Using transformational appeals to enhance the retail experience Journal of Retailing. 84: 49-57 |
| Yorkston E, Nunes J, Matta S. (2007) The Role of Implicit Theories in Brand Extendibility Acr North American Advances |
| Yorkston E, Mello GED. (2005) Linguistic Gender Marking and Categorization Journal of Consumer Research. 32: 224-234 |
| Yorkston E, Menon G. (2004) A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments Journal of Consumer Research. 31: 43-51 |