| The effects of nonconsciously priming emotion concepts on behavior. Y Zemack-Rugar, JR Bettman, GJ Fitzsimons Journal of personality and social psychology 93 (6), 927, 2007 | 291 | 2007 |
| Just do it! Why committed consumers react negatively to assertive ads Y Zemack-Rugar, SG Moore, GJ Fitzsimons Journal of Consumer Psychology 27 (3), 287-301, 2017 | 96 | 2017 |
| When donating is liberating: The role of product and consumer characteristics in the appeal of cause-related products Y Zemack-Rugar, R Rabino, LA Cavanaugh, GJ Fitzsimons Journal of Consumer Psychology 26 (2), 213-230, 2016 | 92 | 2016 |
| The “response-to-failure” scale: Predicting behavior following initial self-control failure Y Zemack-Rugar, C Corus, D Brinberg Journal of Marketing Research 49 (6), 996-1014, 2012 | 71 | 2012 |
| Should donation ads include happy victim images? The moderating role of regulatory focus Y Zemack-Rugar, S Klucarova-Travani Marketing Letters 29 (4), 421-434, 2018 | 52 | 2018 |
| Reducing Reactance Induced Backlash Responses to Recommendations. Y Zemack-Rugar, GJ Fitzsimons, DR Lehmann Advances in consumer research 34, 2007 | 18 | 2007 |
| If at first you do succeed, do you try, try again? Developing the persistence–licensing response measure to understand, predict, and modify behavior following subgoal success Y Zemack-Rugar, C Corus, D Brinberg Journal of Marketing Research 56 (2), 324-344, 2019 | 15 | 2019 |
| The Effects of Anticipated Goal Inconsistent Behavior on Present Goal Choices Y Zemack-Rugar, C Corus Psychology & Marketing 35 (9), 676-695, 2018 | 14 | 2018 |
| The academic response-to-failure scale: Predicting and increasing academic persistence post-failure Y Zemack-Rugar, C Corus, D Brinberg Journal of Marketing Education 43 (1), 103-119, 2021 | 7 | 2021 |
| Negative Emotions Can Lead to Increases in Self Control: the Mediating Role of Emotion-Regulation Cognitions Y Zemack-Rugar ACR North American Advances, 2010 | 6 | 2010 |
| The impact of visualizing use versus acquisition of a product on the appeal of its complement Y Zemack‐Rugar, R Rabino Psychology & Marketing 36 (4), 251-265, 2019 | 5 | 2019 |
| Effects of specific, nonconscious emotions on self-control behavior Y Zemack-Rugar, JR Bettman, GJ Fitzsimons Manuscript in preparation, Duke University, 2005 | 5 | 2005 |
| When negative emotions lead to increased self control Y Zemack-Rugar Manuscript submitted for publication, 2007 | 4 | 2007 |
| Reactance revisited: why absence makes the heart grow fonder Y Zemack-Rugar, GJ Fitzsimons Advances in Consumer Research 32, 391, 2005 | 4* | 2005 |
| Buy now SG Moore, Y Zemack-Rugar, GJ Fitzsimons Brand relationships & consumer responses to imperative advertising, 2013 | 3 | 2013 |
| Consumer Emotion-Regulation and Self-Control: A Strategic View Y Zemack-Rugar working paper, Fuqua School of Business, Duke University, 2006 | 3 | 2006 |
| Is Reactance Intentional or Instinctual: Nonconscious Aspects of Reactance Response Y Zemack-Rugar, GJ Fitzsimons Advances in Consumer Research 32, 391, 2005 | 3 | 2005 |
| Deepening our Understanding of Depletion: New Causes, Boundaries, and Processes KD Vohs, Y Zemack-Rugar ACR North American Advances, 2012 | 2 | 2012 |
| Wanting What I Shouldn’t Have and Finding a Way to Get It: When Guilt Increases Hedonic Consumption Y Zemack-Rugar, L Cavanaugh, G Fitzsimons ACR North American Advances, 2010 | 2 | 2010 |
| Reducing Reactance Induced Backlash to Recommendations Y Zemack-Rugar, GJ Fitzsimons, DR Lehmann Association for Consumer Research Annual Conference, 2006 | 2 | 2006 |
Gavan FitzsimonsEdward S & Rose K Professor of Marketing and Psychology, Duke UniversityVerified email at duke.edu
