| An investigation of factors underlying attitude-toward-advertising-in-general DD Muehling Journal of Advertising 16 (1), 32-40, 1987 | 531 | 1987 |
| The power of reflection: An empirical examination of nostalgia advertising effects DD Muehling, DE Sprott, DE Sprott Journal of Advertising 33 (3), 25-35, 2004 | 455 | 2004 |
| Conflict and power-dependence relations in retailer-supplier channels JR Brown, RF Lusch, DD Muehling Journal of retailing 59 (4), 53-80, 1983 | 427 | 1983 |
| “I eat organic for my benefit and yours”: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists I Kareklas, JR Carlson, DD Muehling Journal of advertising 43 (1), 18-32, 2014 | 405 | 2014 |
| Advertising's immediate and delayed influence on brand attitudes: Considerations across message-involvement levels DD Muehling, RN Laczniak Journal of advertising 17 (4), 23-34, 1988 | 377 | 1988 |
| The influence of evoked nostalgia on consumers' responses to advertising: An exploratory study VJ Pascal, DE Sprott, DD Muehling Journal of Current Issues & Research in Advertising 24 (1), 39-47, 2002 | 373 | 2002 |
| Attitude toward the ad: A review DD Muehling, M McCann Journal of Current Issues & Research in Advertising 15 (2), 25-58, 1993 | 315 | 1993 |
| Manipulating message involvement in advertising research RN Laczniak, DD Muehling, S Grossbart Journal of advertising 18 (2), 28-38, 1989 | 286 | 1989 |
| The impact of comparative advertising on levels of message involvement DD Muehling, JJ Stoltman, S Grossbart Journal of Advertising 19 (4), 41-50, 1990 | 263 | 1990 |
| An investigation of factors contributing to consumer brand confusion ER Foxman, DD Muehling, PW Berger Journal of Consumer Affairs 24 (1), 170-189, 1990 | 263 | 1990 |
| An empirical investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses DD Muehling, VJ Pascal Journal of Advertising 40 (2), 107-122, 2011 | 220 | 2011 |
| Exploring the boundaries of nostalgic advertising effects: A consideration of childhood brand exposure and attachment on consumers’ responses to nostalgia-themed advertisements DD Muehling, DE Sprott, AJ Sultan Journal of Advertising 43 (1), 73-84, 2014 | 204 | 2014 |
| The relationship between experimental manipulations and tests of theory in an advertising message involvement context RN Laczniak, DD Muehling Journal of Advertising 22 (3), 59-74, 1993 | 201 | 1993 |
| Reexamining health messages in the digital age: A fresh look at source credibility effects I Kareklas, DD Muehling, TJ Weber Journal of advertising 44 (2), 88-104, 2015 | 187 | 2015 |
| Defining, operationalizing, and using involvement in advertising research: A review DD Muehling, RN Laczniak, JC Andrews Journal of Current Issues & Research in Advertising 15 (1), 21-57, 1993 | 177 | 1993 |
| The moderating effects of ad message involvement: A reassessment DD Muehling, RN Laczniak, JJ Stoltman Journal of Advertising 20 (2), 29-38, 1991 | 168 | 1991 |
| The role of regulatory focus and self-view in “green” advertising message framing I Kareklas, JR Carlson, DD Muehling Green Advertising and the Reluctant Consumer, 19-33, 2016 | 165 | 2016 |
| Toward a better understanding of the role of advertising message involvement in ad processing RN Laczniak, DD Muehling Psychology & Marketing 10 (4), 301-319, 1993 | 148 | 1993 |
| Comparative advertising: The influence of attitude-toward-the-ad on brand evaluation DD Muehling Journal of Advertising 16 (4), 43-49, 1987 | 144 | 1987 |
| An involvement explanation for nostalgia advertising effects DD Muehling, VJ Pascal Journal of Promotion Management 18 (1), 100-118, 2012 | 138 | 2012 |
