| Use of mass media campaigns to change health behaviour MA Wakefield, B Loken, RC Hornik The Lancet 376 (9748), 1261-1271, 2010 | 1433 | 2010 |
| A process-tracing study of brand extension evaluation DM Boush, B Loken Journal of marketing research 28 (1), 16-28, 1991 | 1412 | 1991 |
| Diluting brand beliefs: when do brand extensions have a negative impact? B Loken, DR John Journal of marketing 57 (3), 71-84, 1993 | 1164 | 1993 |
| Alternative approaches to understanding the determinants of typicality B Loken, J Ward Journal of Consumer Research 17 (2), 111-126, 1990 | 605 | 1990 |
| Analyzing ethical decision making in marketing AJ Dubinsky, B Loken journal of Business Research 19 (2), 83-107, 1989 | 585 | 1989 |
| The negative impact of extensions: can flagship products be diluted? DR John, B Loken, C Joiner Journal of Marketing 62 (1), 19-32, 1998 | 452 | 1998 |
| Brand concept maps: A methodology for identifying brand association networks DR John, B Loken, K Kim, AB Monga Journal of marketing research 43 (4), 549-563, 2006 | 439 | 2006 |
| Affect generalization to similar and dissimilar brand extensions CB Seminar Psychology & Marketing (1986-1998) 4 (3), 225, 1987 | 360 | 1987 |
| Consumer psychology: categorization, inferences, affect, and persuasion B Loken Annu. Rev. Psychol. 57, 453-485, 2006 | 250 | 2006 |
| Consumer “confusion” of origin and brand similarity perceptions B Loken, I Ross, RL Hinkle Journal of Public Policy & Marketing 5 (1), 195-211, 1986 | 211 | 1986 |
| Revisiting gender differences: What we know and what lies ahead J Meyers-Levy, B Loken Journal of Consumer Psychology 25 (1), 129-149, 2015 | 210 | 2015 |
| The negative impact of extensions: can flagship products be diluted? D Roedder-John, B Loken, C Joiner Journal of marketing 62 (1), 19-32, 1998 | 183 | 1998 |
| Categorization theory and research in consumer psychology B Loken, LW Barsalou, C Joiner Handbook of consumer psychology, 133-165, 2008 | 171 | 2008 |
| The Role of the Media in Promoting and Reducing Tobacco Use: Executive Summary RM Davis US Department of Health and Human Services, National Institutes of Health …, 2008 | 118 | 2008 |
| Product familiarity, information processing, and country-of-origin cues AE Heimbach, JK Johansson, DL MacLachlan ACR North American Advances, 1989 | 100 | 1989 |
| Predicting and understanding family planning behaviors M Fishbein, J Jaccard, AR Davidson, I Ajzen, B Loken Understanding attitudes and predicting social behavior, 1980 | 75 | 1980 |
| The generality of typicality effects on preference and comparison: An exploratory test J Ward, B Loken ACR North American Advances, 1988 | 72 | 1988 |
| Heavy smokers', light smokers', and nonsmokers' beliefs about cigarette smoking. B Loken Journal of Applied Psychology 67 (5), 616, 1982 | 71 | 1982 |
| Measures of the attribute structure underlying product typicality B Loken, J Ward ACR North American Advances, 1987 | 69 | 1987 |
| When will larger‐sized female models in advertisements be viewed positively? The moderating effects of instructional frame, gender, and need for cognition J Peck, B Loken Psychology & Marketing 21 (6), 425-442, 2004 | 67 | 2004 |
