| Do humour and threat work well together? The moderating effect of need for cognition in humorous threat persuasion advertisements H Jin Yoon, J Mark Mayer International Journal of Advertising 33 (4), 725-740, 2014 | 28 | 2014 |
| Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising JM Mayer, P Kumar, HJ Yoon Humor in Advertising, 92-116, 2021 | 20 | 2021 |
| Sexual imagery in cigarette advertising before and after the master settlement agreement TH Baek, M Mayer Health communication 25 (8), 747-757, 2010 | 20 | 2010 |
| Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy JM Mayer, P Peev Marketing Letters 28, 321-333, 2017 | 13 | 2017 |
| Consumer perceptions of precise vs. just-below prices in retail settings PP Peev, JM Mayer Journal of Promotion Management 23 (5), 673-688, 2017 | 7 | 2017 |
| Asymmetric consumer responses to humor: Two essays on the contingent effects of humor process and content JM Mayer University of Georgia, 2011 | 4 | 2011 |
| Asymmetric Consumer Responses to National Brand and Private Label Brand Scandals JM Mayer, P Kumar ACR Asia-Pacific Advances, 2009 | 4 | 2009 |
| The role of female sexual self-schema in reactions to non-explicit sexual advertising imagery JM Mayer, P Peev Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings …, 2017 | 3 | 2017 |
| Revisiting the relationship between need for cognition and humor: Evidence from multiple manifestations of the humorous experience J Mayer Kelley School of Business Research Paper, 2015 | 3 | 2015 |
| The Coca-Cola Center for Marketing Studies: A Model for Marketing Research and Education J Mayer Available at SSRN 2564666, 2008 | 3 | 2008 |
| A retrospective examination of female model portrayals in male youth targeted cigarette advertising through the lens of objectification theory JM Mayer, TH Baek, A Mayer, P Peev Journal of Business Diversity 19 (4), 2019 | 2 | 2019 |
| " America, Let's Get Real" about Stigmatization–An Analysis of the Opening Sequence of The Biggest Loser A Mayer, JM Mayer Journal of Managerial Issues, 246-259, 2019 | 2 | 2019 |
| The moderating effect of appearance self-esteem on females’ identification of and reaction to sexually-themed advertising M Mayer, TH Baek Journal of Business Diversity 17 (1), 10-20, 2017 | 2 | 2017 |
| The Roles of Appropriateness and Relevance in Determining Reactions to Humor in Frontline Service Encounters JM Mayer, M Roehm, M Brady ACR North American Advances, 2013 | 2 | 2013 |
| Women on Top… in Advertising? An Exploration of Female Responses to Different Sexual Position Portrayals in Sexually-Themed Advertising JM Mayer, AM Mayer, PP Peev Journal of Business Diversity 21 (1), 2021 | 1 | 2021 |
| Contingent effects of humor type and cognitive style on consumer attitudes JM Mayer, P Peev, P Kumar Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era …, 2016 | 1 | 2016 |
| A structural equation modeling-based examination of the private label brand (PLB) consumer evaluation process JM Mayer Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era …, 2016 | 1 | 2016 |
| Retailers and Private Label Brands: Current Knowledge and Directions for Future Research J Mayer Mayer, Mark and George Zinkhan (2009),“Retailers & Private Label Brands …, 2009 | 1 | 2009 |
| Applying Media-Richness Concepts for the Optimization of Industrial Negotiations J Zeiss, JM Mayer Journal of Higher Education Theory and Practice 23 (9), 34-51, 2023 | | 2023 |
| Framing and Word Choice in Childhood Obesity Reduction-Focused Advertising. JM Mayer, P Peev, A Mayer Journal of Managerial Issues 34 (3), 2022 | | 2022 |
