Eric Yorkston

Marketing · 2004–2010

A researcher in the Science corpus: 3 papers; trusts 1 researcher and is trusted by 3 researchers here, as inferred from the citation graph.

Subfields

• Marketing — 16 citations into it; #3,373 of 6,289 by trust here, #1,817 by citations
• Experimental and Cognitive Psychology — 6 citations into it; #5,401 of 9,731 by trust here, #3,751 by citations
• Gender Studies — 5 citations into it

Whom Eric Yorkston trusts overall

Their strongest outbound trust, strongest first, inferred from their citations.

1. Richard R. Klink
2. Sharon Ng

Who trusts Eric Yorkston overall

1. Aradhna Krishna
2. Richard R. Klink
3. Charles Spence
4. J. K. Park
5. Tina M. Lowrey
6. L. Shrum
7. Henrik Hagtvedt
8. Joan Meyers-Levy
9. M. Murphy
10. Deborah Roedder John

Papers from Eric Yorkston's perspective

Ordered by how strongly the researchers Eric Yorkston trusts endorse each paper. Same corpus, a different order for every researcher.

1. Creating Brand Names With Meaning: The Use of Sound Symbolism
2. When Good Brands Do Bad
3. The Contribution of the Lay Theories Approach to the Study of Groups
4. The impact of brand extensions on brand personality: experimental evidence
5. Exemplars or beliefs? The impact of self-view on the nature and relative influence of brand associations
6. “Deep” and “Surface” Cues: Brand Extension Evaluations by Children and Adults
7. Phonetic Symbolism and Brand Name Preference
8. The Role of Market Efficiency Intuitions in Consumer Choice: A Case of Compensatory Inferences
9. An empirical analysis of the brand personality effect
10. The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions

Their papers

• The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions (2010) — 202 citations
• Linguistic Gender Marking and Categorization (2005) — 93 citations
• A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments (2004) — 394 citations