| Know your customer: New approaches to understanding customer value and satisfaction RB Woodruff, S Gardial Wiley, 1996 | 1749 | 1996 |
| Exploring the phenomenon of customers' desired value change in a business-to-business context DJ Flint, RB Woodruff, SF Gardial Journal of marketing 66 (4), 102-117, 2002 | 986 | 2002 |
| Customer value change in industrial marketing relationships: a call for new strategies and research DJ Flint, RB Woodruff, SF Gardial Industrial marketing management 26 (2), 163-175, 1997 | 642 | 1997 |
| Comparing consumers' recall of prepurchase and postpurchase product evaluation experiences SF Gardial, DS Clemons, RB Woodruff, DW Schumann, MJ Burns Journal of consumer research 20 (4), 548-560, 1994 | 574 | 1994 |
| The standards issue in CS/D research: a historical perspective RB Woodruff, DS Clemons, DW Schumann, SF Gardial, MJ Burns Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 4 …, 1991 | 203 | 1991 |
| French versus American consumers’ attachment of value to a product in a common consumption context: a cross-national comparison JW Overby, SF Gardial, RB Woodruff Journal of the Academy of Marketing Science 32 (4), 437-460, 2004 | 191 | 2004 |
| The influence of culture upon consumers’ desired value perceptions: A research agenda JW Overby, RB Woodruff, SF Gardial Marketing Theory 5 (2), 139-163, 2005 | 141 | 2005 |
| Understanding value and satisfaction from the customer's point of view RB Woodruff, DW Schumann, SF Gardial Survey Of Business-University Of Tennessee 29, 33-33, 1993 | 141 | 1993 |
| Trigger events: exploring the relationships between critical events and consumers' evaluations, standards, emotions, values and behavior SF Gardial, DJ Flint, RB Woodruff Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior 9 …, 1996 | 57 | 1996 |
| Customer-value analysis helps hone strategy MJ Stahl, WK Barnes, SF Gardial, WC Parr, RB Woodruff Quality Progress 32 (4), 53, 1999 | 55 | 1999 |
| Markets and Hierarchies: Analysis and Antitrust Implications. B Kang, JC Anderson, JA Narus, E Anderson, B Weitz, FR Dwyer, ... Journal of Applied Sciences 14 (6), 42-58, 1990 | 54 | 1990 |
| The effects of self-monitoring and similarity on salesperson inferential processes LM Fine, SF Gardial Journal of Personal Selling & Sales Management 10 (4), 7-16, 1990 | 36 | 1990 |
| Comparison standards: exploring their variety and the circumstances surrounding their use SF Gardial, RB Woodruff, MJ Burns, DW Schumann, S Clemons Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 6 …, 1993 | 30 | 1993 |
| Processing and retrieval of inferences and descriptive advertising information: The effects of message elaboration SF Gardial, DW Schumann, E Petkus Jr, R Smith Journal of Advertising 22 (1), 25-34, 1993 | 28 | 1993 |
| Methods of knowledge development in marketing and macromarketing GM Zinkhan, MY Jones, S Gardial, KK Cox Journal of Macromarketing 10 (2), 3-17, 1990 | 26 | 1990 |
| MEASURING CONSUMERS' INFERENTIAL PROCESSING IN CHOICE. S Gardial, G Biehal Advances in consumer research 14 (1), 1987 | 26 | 1987 |
| Evaluative and factual ad claims, knowledge level, and making inferences S Gardial, G Biehal Marketing Letters 2 (4), 349-358, 1991 | 25* | 1991 |
| Cognitive insights into the highly skilled or expert salesperson CD Shepherd, SF Gardial, MG Johnson, JO Rentz Psychology & Marketing 23 (2), 115-138, 2006 | 16 | 2006 |
| The role of the salesperson in delivering customer value: A situational analysis M Garver, SF Gardial Expanding Marketing Horizons Into the 21st Century, Association of Marketing …, 1996 | 15 | 1996 |
| Memory accessibility and task involvement as factors in choice SF Gardial, GJ Biehal ACR North American Advances, 1985 | 14 | 1985 |
