Bruce Huhmann
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A content analysis of guilt appeals in popular magazine advertisements
BA Huhmann, TP Brotherton
Journal of Advertising 26 (2), 35-45, 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
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
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
Pharmaceutical advertising in the USA: information or influence?
KJ Main, JJ Argo, BA Huhmann
International Journal of Advertising 23 (1), 119-141, 2004
A model of consumer financial numeracy
BA Huhmann, S McQuitty
International Journal of Bank Marketing 27 (4), 270-293, 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
Does mutual fund advertising provide necessary investment information?
BA Huhmann, N Bhattacharyya
International Journal of Bank Marketing 23 (4), 296-316, 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
Controversial advertisement executions and involvement on elaborative processing and comprehension
BA Huhmann, B Mott‐Stenerson
Journal of Marketing Communications 14 (4), 293-313, 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
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
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
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
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
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
Does rhetoric impact advertising effectiveness with liking controlled?
BA Huhmann, PA Albinsson
European Journal of Marketing 46 (11/12), 1476-1500, 2012
Visual complexity in banner ads: The role of color, photography, and animation
BA Huhmann
Visual Communication Quarterly 10 (3), 10-17, 2003
Strategic consequences of self-service technology evaluations
BJ Taillon, BA Huhmann
Journal of Strategic Marketing 27 (3), 268-279, 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
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