Michael J. Houston, Expanded List of Publications

Michael J. Houston, Expanded List of Publications

"Field Dependency and Brand Cognitive Structure," Sharon Ng and Michael J. Houston, Journal of Marketing Research (forthcoming).
"Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Association," Sharon Ng and Michael J. Houston, Journal of Consumer Research (March 2006).
"Fading Optimism in Products: Temporal Changes in Expectations About Performance," Ashwani Monga and Michael J. Houston, Journal of Marketing Research (November 2006).
"Beyond the Bamboo Curtain: Initial Results of a Large-Scale Asian Consumer Behavior Study," Yi Hwai Lee, Swee Hoon Ang, Ah Keng Kau, and Michael J. Houston, Asian Journal of Marketing (2003).
"Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China," Giana M. Eckhardt and Michael J. Houston, Journal of International Marketing (2002).
"The Effects of Brand Name Suggestiveness on Advertising Recall," Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, Journal of Marketing (January 1998).
"On the Construct Validity of the SOP Scale," Susan E. Heckler, Terry L. Childers, and Michael J. Houston, Journal of Mental Imagery (1993).
"Goal-Oriented Experiences and the Development of Knowledge," Cynthia Huffman and Michael J. Houston, Journal of Consumer Research (September 1993).
"Encoding and Media Effects on Consumer Learning Deficiencies in the Elderly," Catherine A. Cole and Michael J. Houston, Journal of Marketing Research (February 1987).
"Picture-Word Consistency and the Elaborative Processing of Advertisements," Michael J. Houston, Terry L. Childers, and Susan E. Heckler, Journal of Marketing Research (November 1987).
"Memory for the Visual and Verbal Components of Print Advertisements," Terry L. Childers, Susan E. Heckler, and Michael J. Houston, Psychology and Marketing (1986).
"The Effects of Verbal and Visual Components of Retail Communications," Maryl P. Gardner and Michael J. Houston, Journal of Retailing (Spring 1986).
"The Effects of Schematic Memory on Imaginal Informational Processing: An Empirical Assessment," Ruth Ann Smith, Michael J. Houston, and Terry L. Childers, Psychology and Marketing (Fall 1985).
"Measurement of Individual Differences in Visual Versus Verbal Information Processing," Terry L. Childers, Michael J. Houston, and Susan E. Heckler, Journal of Consumer Research (September 1985).
"A Psychometric Assessment of Measures of Scripts in Consumer Memory," Ruth Ann Smith and Michael J. Houston, Journal of Consumer Research (September 1985).
"Conditions for a Picture Superiority Effect on Consumer Memory," Terry L. Childers and Michael J. Houston, Journal of Consumer Research (September 1984).