| There are threats and (maybe) fear-caused arousal: Theory and confusions of appeals to fear and fear arousal itself MS LaTour, HJ Rotfeld Journal of advertising 26 (3), 45-59, 1997 | 421 | 1997 |
| Fear Appeals and Persuasion: Assumptions and Errors in Advertising Research’ HJ Rotfeld Current Issues and Research in Advertising 11 (1), 21-40, 1988 | 142 | 1988 |
| Understanding advertising clutter and the real solution to declining audience attention to mass media commercial messages HJ Rotfeld Journal of Consumer Marketing 23 (4), 180-181, 2006 | 136 | 2006 |
| Is advertising puffery believed? HJ Rotfeld, KB Rotzoll Journal of Advertising 9 (3), 16-45, 1980 | 100 | 1980 |
| Toward an associative model of advertising creativity LN Reid, HJ Rotfeld Journal of Advertising 5 (4), 24-29, 1976 | 99 | 1976 |
| The stealth influence of covert marketing and much ado about what may be nothing HJ Rotfeld Journal of public policy & marketing 27 (1), 63-68, 2008 | 98 | 2008 |
| Advertising and product quality: Are heavily advertised products better? HJ Rotfeld, KB Rotzoll Journal of Consumer Affairs 10 (1), 33-47, 1976 | 75 | 1976 |
| Power and limitations of media clearance practices and advertising self-regulation HJ Rotfeld Journal of Public Policy & Marketing 11 (1), 87-95, 1992 | 70 | 1992 |
| The advertising regulation and self-regulation issues ripped from the headlines with (sometimes missed) opportunities for disciplined multi-disciplinary research HJ Rotfeld, CR Taylor Journal of Advertising 38 (4), 5-14, 2009 | 68 | 2009 |
| Adventures in misplaced marketing H Rotfeld Bloomsbury Publishing, 2001 | 60 | 2001 |
| The potential impact of research on advertising law. HJ Rotfeld, IL Preston Journal of Advertising Research, 1981 | 54 | 1981 |
| Health information consumers can't or don't want to use HJ Rotfeld Journal of Consumer Affairs 43 (2), 373-377, 2009 | 50 | 2009 |
| Social marketing and myths of appeals to fear HJ Rotfeld Journal of Consumer Marketing 16 (2), 119-121, 1999 | 48 | 1999 |
| How researchers respond to replication requests LN Reid, HJ Rotfeld, RD Wimmer Journal of Consumer Research 9 (2), 216-218, 1982 | 43 | 1982 |
| A pessimist's simplistic historical perspective on the fourth wave of consumer protection HJ Rotfeld Journal of Consumer Affairs 44 (2), 423-429, 2010 | 41 | 2010 |
| Self-Regulation and Television Advertising HJ Rotfeld, AM Abernethy, PR Parsons Journal of Advertising 19 (4), 18-26, 1990 | 41 | 1990 |
| Newspaper policies on the potential merging of advertising and news content KT Lacher, HJ Rotfeld Journal of Public Policy & Marketing 13 (2), 281-289, 1994 | 39 | 1994 |
| Self-regulation and magazine advertising HJ Rotfeld, PR Parsons Journal of Advertising 18 (4), 33-40, 1989 | 39 | 1989 |
| Financial aliteracy HJ Rotfeld The Journal of Consumer Affairs 42 (2), 306-309, 2008 | 38 | 2008 |
| Effect of Age of Models in Print Ads on Evaluation of Product and Sponsor. HJ Rotfeld, LN Reid, GB Wilcox Journalism Quarterly 59 (3), 374-81, 1982 | 37 | 1982 |
Charles R. TaylorJohn A. Murphy Professor of Marketing, Villanova UniversityVerified email at villanova.edu
