Marvin E. Goldberg

Department	Marketing
Position	Emeritus
PSU profile	https://directory.smeal.psu.edu/meg9
OpenAlex	A5109270789
Works (OpenAlex)	63
Citations	4451
h-index	25
Match confidence	medium-v3

Top works

• Happy and Sad TV Programs: How They Affect Reactions to Commercials (1987) - Journal of Consumer Research - cites: 503
• What to Convey in Antismoking Advertisements for Adolescents: The use of Protection Motivation Theory to Identify Effective Message Themes (2003) - Journal of Marketing - cites: 471
• The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness (1990) - Journal of Consumer Research - cites: 444
• Understanding Materialism Among Youth (2003) - Journal of Consumer Psychology - cites: 374
• Behavioral Evidence of the Effects of Televised Food Messages on Children (1982) - Journal of Consumer Research - cites: 266
• Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach (1988) - Journal of Consumer Research - cites: 261
• Mood, Awareness, and Product Evaluation (1993) - Journal of Consumer Psychology - cites: 234
• TV Messages for Snack and Breakfast Foods: Do They Influence Children's Preferences? (1978) - Journal of Consumer Research - cites: 210
• Smokers’ misperceptions of light and ultra-light cigarettes may keep them smoking (1998) - American Journal of Preventive Medicine - cites: 176
• Some Unintended Consequences of TV Advertising to Children (1978) - Journal of Consumer Research - cites: 160
• The Dissonance Model in Post-Decision Product Evaluation (1970) - Journal of Marketing Research - cites: 148
• A Quasi-Experiment Assessing the Effectiveness of TV Advertising Directed to Children (1990) - Journal of Marketing Research - cites: 123
• Social Marketing: Are We Fiddling While Rome Burns? (1995) - Journal of Consumer Psychology - cites: 120
• Children's Responses to Repetitive Television Commercials (1980) - Journal of Consumer Research - cites: 112
• Creating an Environment in Which Youths Are Encouraged to Eat a Healthier Diet (2007) - Journal of Public Policy & Marketing - cites: 88
• Children's Reactions to Television Advertising: An Experimental Approach (1974) - Journal of Consumer Research - cites: 86
• Do larger pictorial health warnings diminish the need for plain packaging of cigarettes? (2012) - Addiction - cites: 84
• Developing Discriminating Consumers (1980) - Journal of Communication - cites: 69
• Music and Information in Commercials: Their Effects with an Elderly Sample (1991) - Journal of Advertising Research - cites: 68
• Heightening Adolescent Vigilance toward Alcohol Advertising to Forestall Alcohol Use (2006) - Journal of Public Policy & Marketing - cites: 56
• The Impact of Television Advertising on Children from Low Income Families (1977) - Journal of Consumer Research - cites: 53
• Smoker reactions to a “radio message” that Light cigarettes are as dangerous as Regular cigarettes (1999) - Nicotine & Tobacco Research - cites: 43
• The Role of Educational Television in Changing the Intergroup Attitudes of Children (1976) - Child Development - cites: 43
• Cross-country attraction as a motivation for product consumption (2002) - Journal of Business Research - cites: 36
• Consumer decision making and aging: A commentary from a public policy/marketing perspective (2009) - Journal of Consumer Psychology - cites: 26

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