Mark Forehand

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Perkins, Andrew and Mark R. Forehand (2006). “Decomposing IAT-measured Self-Associations: The Relative Influence of Semantic Meaning and Valence,” Social Cognition, 24 (4), 387-408. full paper

Forehand Mark R. and Andrew Perkins (2005). “Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voiceovers,” Journal of Consumer Research, 32 (3), 435-441. full paper

Sood, Sanjay and Mark R. Forehand (2005), "On Self-Referencing Differences in Judgment and Choice," Organizational Behavior and Human Decision Processes, 98, 144-154. full paper

Forehand, Mark R., John Gastil and Mark A. Smith (2004) “Endorsements as Voting Cues: Heuristic and Systematic Processing in Initiative Elections,” Journal of Applied Social Psychology, 34 (11), 2215-2233. full paper

Dimofte, Claudiu, Mark R. Forehand, and Rohit Deshpandé (2003). "Self-Identification Salience in Advertising Response: Ad Scgema Incongruity as an Elicitor of Ethnic Self-Awareness," Journal of Advertising, 32 (4), 7-17. full paper

Forehand, Mark R. and Sonya Grier (2003). “When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism,” Journal of Consumer Psychology, 13 (3), 349-356.  full paper

Forehand, Mark R., Rohit Deshpandé and Americus Reed II (2002). “Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response,” Journal of Applied Psychology, 87 (6), 1086-1099. full paper

Forehand, Mark R. and Rohit Deshpandé (2001). “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response,” Journal of Marketing Research, 38 (3), 336-348. full paper

Forehand, Mark R. (2000).  “Extending Overjustification: The Effect of Perceived Reward Giver Intention on Response to Rewards,” Journal of Applied Psychology, 85 (6), 919-931.  full paper

Forehand, Mark R. and Kevin Lane Keller (1996).  “Initial Retrieval Difficulty and Subsequent Recall in an Advertising Setting.”  Journal of Consumer Psychology, 5 (4), 299-323. full paper