| The impact of advertising creativity on the hierarchy of effects RE Smith, J Chen, X Yang Journal of advertising 37 (4), 47-62, 2008 | 421 | 2008 |
| Toward a general theory of creativity in advertising: Examining the role of divergence RE Smith, X Yang Marketing Theory 4 (1-2), 31-58, 2004 | 397 | 2004 |
| Modeling the determinants and effects of creativity in advertising RE Smith, SB MacKenzie, X Yang, LM Buchholz, WK Darley Marketing science 26 (6), 819-833, 2007 | 373 | 2007 |
| Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity X Yang, RE Smith Marketing Science 28 (5), 935-949, 2009 | 226 | 2009 |
| The effects of creativity on advertising wear-in and wear-out J Chen, X Yang, RE Smith Journal of the Academy of Marketing Science 44 (3), 334-349, 2016 | 79 | 2016 |
| When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem Y You, X Yang, L Wang, X Deng Journal of Marketing 84 (2), 133-150, 2020 | 72 | 2020 |
| Understanding the impact of self-concept on the stylistic properties of images X Yang, J Zhang, LA Peracchio Journal of Consumer Psychology 20 (4), 508-520, 2010 | 67 | 2010 |
| It's not whether you win or lose, it's how you play the game? The role of process and outcome in experience consumption X Yang, H Mao, LA Peracchio Journal of Marketing Research 49 (6), 954-966, 2012 | 65 | 2012 |
| The construal (in) compatibility effect: The moderating role of a creative mind-set X Yang, T Ringberg, H Mao, LA Peracchio Journal of Consumer Research 38 (4), 681-696, 2011 | 52 | 2011 |
| Stylistic properties and regulatory fit: Examining the role of self-regulatory focus in the effectiveness of an actor's vs. observer's visual perspective J Zhang, X Yang Journal of Consumer Psychology 25 (3), 449-458, 2015 | 24 | 2015 |
| A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets X Yang, H Mao, L Jia, MG Bublitz Journal of Consumer Research 45 (6), 1213-1229, 2019 | 19 | 2019 |
| “We” are Different: Exploring the Diverse Effects of Friend and Family Accessibility on Consumers' Product Preferences X Fei, Y You, X Yang Journal of Consumer Psychology 30 (3), 543-550, 2020 | 10 | 2020 |
| Does Mere Exposure To Beauty-Related Words Promote Prosocial Behavior?: Exploring The Mental Association Between Beauty and Prosociality X Yang, X Deng, A Bhadauria Journal of the Association for Consumer Research 5 (1), 106-116, 2020 | 6 | 2020 |
| The Pet Exposure Effect: Exploring The Differential Impact of Dogs Versus Cats on Consumer Mindsets L Jia, X Yang, Y Jiang Journal of Marketing 86 (5), 42-57, 2022 | 5 | 2022 |
| Consumer creativity and its implications for sustainability marketing X Yang, MG Bublitz, KY Wang, LA Peracchio Communicating sustainability for the green economy, 184-200, 2015 | 4 | 2015 |
| From Functional Efficiency to Temporal Efficiency: Multifunctional Products Increase Consumer Impatience Y You, J Pan, X Yang, X Fei Journal of Consumer Psychology 32 (3), 509-516, 2022 | 3 | 2022 |
