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Presbrey, Frank (1929), The History and Development of Advertising. New York: Doubleday, Doran. (P 6, 43)

Pricken, Mario (2002), Creative Advertising: Ideas and Techniques from the World’s Best Campaigns. New York: Thames & Hudson. (P 97)

Purohit, Devarat (1995), “Playing the role of buyer and seller: The mental accounting of trade-ins,” Marketing Letters, 6 (2), 101–10. (P 114)

Raghubir, Priya and Kim Corfman (1999), “When do price promotions affect pretrial brand evaluations?” Journal of Marketing Research, 36 (May), 211–22. (P 56)

Raghubir, Priya and Aradhna Krishna (1999), “Vital dimensions in volume perception: Can the eye fool the stomach?” Journal of Marketing Research, 36, 313–26. (P 209)

Rao, Akshay and Mark E. Bergen (1992), “Price premium variations as a consequence of buyers’ lack of information,” Journal of Consumer Research, 19 (December), 412–23. (P 54)

Raskin, Jef (2000), The Humane Interface. Reading, MA: Addison-Wesley. (P 176)

Rayner, Keith, C. M. Rotello, A. J. Stewart, J. Keir, and S. A. Duffy (2001), “Integrating text and pictorial information: Eye movements when looking at print advertisements,” Journal of Experimental Psychology: Applied, 7 (3), 219–26. (P 226)

Read, Daniel, S. Frederick, B. Orseland, and J. Rahman (2005), “Four score and seven years from now: The date/delay effect in temporal discounting,” Management Science, 51 (9), 1326–35. (P 61)

Reardon, Richard and David J. Moore (1996), “The greater memorability of self-generated versus externally presented product information,” Psychology and Marketing, 13 (3), 305–20. (P 137)

Reb, Jochen and Terry Connolly (2007), “Possession, feelings of ownership and the endowment effect,” Judgment and Decision Making, 2 (2), 29–36. (P 139)

Reddy, Srinivas, Vanita Swaminathan, and Carol M. Motley (1998), “Exploring the determinants of Broadway show success,” Journal of Marketing Research, 35 (August), 370–83. (P 156)

Reeves, Rosser (1961), Reality in Advertising. New York: Alfred A. Knopf. (P 6, 289)

Reichert, Tom, Susan E. Heckler, and Sally Jackson (2001), “The effects of sexual social marketing appeals on cognitive processing and persuasion,” Journal of Advertising, 30 (1), 13–27. (P 235)

Reinard, John C. (1988), “The empirical study of the persuasive effects of evidence: The status after fifty years of research,” Human Communication Research, 15 (1), 3–59. (P 146)

Reingen, Peter H. (1978), “On inducing compliance with requests,” Journal of Consumer Research, 5 (September), 96–102. (P 82)

Reingen, Peter H. (1982), “Test of a list procedure for inducing compliance with a request to donate money,” Journal of Applied Psychology, 67 (1), 110–18. (P 69)

Remus, William (1996), “Will behavioral research on managerial decision making generalize to managers?” Managerial and Decision Economics, 17 (1), 93–101. (P 297)

Resnik, Alan and Bruce L. Stern (1977), “An analysis of information content in television advertising,” Journal of Marketing, 41, 50–53. (P 240)

Reutskaja, Elena and Robin M. Hogarth (2009), “Satisfaction in choice as a function of the number of alternatives: When ‘goods satiate,’” Psychology and Marketing, 26 (3), 197–203. (P 38)

Reynolds, Rodney A. and J. Lynn Reynolds (2002), “Evidence,” pp. 427–44 in J. P. Dillard and M. Pfau (eds.), The Persuasion Handbook. Thousand Oaks, CA: Sage. (P 146)

Rimini, Marco (2003), Advertising Works 12. Henley-on-Thames, U.K., World Advertising Research Center. (P 16, 64, 78, 93, 96, 1254 132, 136, 198, 218, 231)

Rindfleisch, Aric and J. Inman (1998), “Explaining the familiarity-liking relationship: Mere exposure, information availability, or social desirability?” Marketing Letters, 9, 5–19. (P 99)

Riskey, Dwight R. (1997), “How TV advertising works: An industry response,” Journal of Marketing Research, 34 (May), 292–93. (P 32, 298)

Roddy, Brian L. and Gina M. Garramone (1988), “Appeals and strategies of negative political advertising,” Journal of Broadcasting and Electronic Media, 32 (4), 415–27. (P 163, 164)