Henry Assael

3.3k total citations · 1 hit paper
47 papers, 2.2k citations indexed

About

Henry Assael is a scholar working on Marketing, Sociology and Political Science and Information Systems and Management. According to data from OpenAlex, Henry Assael has authored 47 papers receiving a total of 2.2k indexed citations (citations by other indexed papers that have themselves been cited), including 22 papers in Marketing, 14 papers in Sociology and Political Science and 6 papers in Information Systems and Management. Recurrent topics in Henry Assael's work include Consumer Market Behavior and Pricing (12 papers), Consumer Behavior in Brand Consumption and Identification (11 papers) and Digital Marketing and Social Media (11 papers). Henry Assael is often cited by papers focused on Consumer Market Behavior and Pricing (12 papers), Consumer Behavior in Brand Consumption and Identification (11 papers) and Digital Marketing and Social Media (11 papers). Henry Assael collaborates with scholars based in United States, Guam and Hong Kong. Henry Assael's co-authors include Michael A. Kamins, Sha Yang, Vishal Narayan, Xiaohong Chen, Mantian Hu, Russell S. Winer, Tom Meyvis, Kevin E. Voges, Linda Brennan and Sam K. Hui and has published in prestigious journals such as Journal of Marketing, Journal of Marketing Research and Journal of Business Research.

In The Last Decade

Henry Assael

44 papers receiving 1.8k citations

Hit Papers

Consumer behavior and marketing action 1981 2026 1996 2011 1981 250 500 750
What are hit papers?

Hit papers significantly outperform the citation benchmark for their cohort. A paper qualifies if it has ≥500 total citations, achieves ≥1.5× the top-1% citation threshold for papers in the same subfield and year (this is the minimum needed to enter the top 1%, not the average within it), or reaches the top citation threshold in at least one of its specific research topics.

  1. Consumer behavior and marketing action
    1981 870 citations Henry Assael Medical Entomology and Zoology profile →

Peers — A (Enhanced Table)

Peers by citation overlap · career bar shows stage (early→late) cites · hero ref

Name h Career Trend Papers Cites
Henry Assael United States 20 1.2k 990 602 285 184 47 2.2k
Leon G. Schiffman United States 22 1.1k 0.9× 819 0.8× 523 0.9× 266 0.9× 152 0.8× 59 2.3k
V. Parker Lessig United States 15 1.1k 0.8× 737 0.7× 478 0.8× 322 1.1× 245 1.3× 26 2.0k
Carl Obermiller United States 17 1.7k 1.4× 1.1k 1.1× 357 0.6× 267 0.9× 134 0.7× 43 2.6k
Howard Marmorstein United States 16 1.5k 1.2× 788 0.8× 583 1.0× 406 1.4× 257 1.4× 34 2.2k
Robert J. Lavidge United States 6 1.2k 1.0× 929 0.9× 335 0.6× 277 1.0× 89 0.5× 9 1.9k
Ivan Ross United States 10 1.7k 1.4× 1.0k 1.0× 1.1k 1.8× 391 1.4× 295 1.6× 25 2.9k
Donald F. Cox United States 7 1.2k 1.0× 959 1.0× 635 1.1× 655 2.3× 161 0.9× 10 2.1k
Stewart W. Bither United States 10 1.4k 1.1× 798 0.8× 760 1.3× 305 1.1× 246 1.3× 15 2.2k
Michael J. Etzel United States 20 1.6k 1.3× 1.5k 1.6× 793 1.3× 246 0.9× 328 1.8× 37 3.0k
P.S. Raju United States 19 1.0k 0.8× 617 0.6× 569 0.9× 268 0.9× 155 0.8× 35 2.0k

Countries citing papers authored by Henry Assael

Since Specialization
Citations

This map shows the geographic impact of Henry Assael's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by Henry Assael with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Henry Assael more than expected).

Fields of papers citing papers by Henry Assael

Since Specialization
Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Henry Assael. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by Henry Assael. The network helps show where Henry Assael may publish in the future.

Co-authorship network of co-authors of Henry Assael

This figure shows the co-authorship network connecting the top 25 collaborators of Henry Assael. A scholar is included among the top collaborators of Henry Assael based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with Henry Assael. Henry Assael is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

20 of 20 papers shown
1.
Assael, Henry, et al.. (2020). Accounting for Causality When Measuring Sales Lift from Television Advertising. Journal of Advertising Research. 61(1). 3–11. 5 indexed citations
2.
Hui, Sam K., Tom Meyvis, & Henry Assael. (2013). Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing. SSRN Electronic Journal. 1 indexed citations
3.
Yang, Sha, Mantian Hu, Russell S. Winer, Henry Assael, & Xiaohong Chen. (2012). An Empirical Study of Word-of-Mouth Generation and Consumption. Marketing Science. 31(6). 952–963. 76 indexed citations
4.
Yang, Sha, Vishal Narayan, & Henry Assael. (2006). Estimating the Interdependence of Television Program Viewership Between Spouses: A Bayesian Simultaneous Equation Model. Marketing Science. 25(4). 336–349. 51 indexed citations
5.
Assael, Henry, et al.. (2006). Using Viewer Attitudes to Evaluate TV Program Effectiveness. Journal of Advertising Research. 46(1). 93–101. 1 indexed citations
6.
Assael, Henry, et al.. (2002). Consumer Surveys vs. Electronic Measures For Single-Source Data. Journal of Advertising Research. 42(5). 19–25. 3 indexed citations
7.
Assael, Henry. (2001). Consumer behavior and marketing action / Henry Assael. 2001(2001). 1–99.
8.
Assael, Henry, et al.. (1996). Single vs. Double Source Data for TV Program Selection. Journal of Advertising Research. 36(6). 73–81. 1 indexed citations
9.
Assael, Henry, et al.. (1994). Can demographic profiles of heavy users serve as a surrogate for purchase behavior in selecting. Journal of Advertising Research. 34(1). 11–17. 18 indexed citations
10.
Assael, Henry. (1990). Marketing: Principles & Strategy. Medical Entomology and Zoology. 18 indexed citations
11.
Assael, Henry. (1985). Marketing Management: Strategy and Action. Medical Entomology and Zoology. 39 indexed citations
12.
Assael, Henry, et al.. (1984). Mediating Roles of trial and learning stage on the outcomes of consumer involvement. Marketing Science Institute eBooks. 5 indexed citations
13.
Assael, Henry, et al.. (1982). Nonsampling vs. Sampling Errors in Survey Research. Journal of Marketing. 46(2). 114–123. 97 indexed citations
14.
Assael, Henry, et al.. (1978). The collected works of C.C. Parlin. Arno Press eBooks. 2 indexed citations
15.
Assael, Henry. (1978). Early development and conceptualization of the field of marketing. Arno Press eBooks. 1 indexed citations
16.
Assael, Henry, et al.. (1976). Approaches to Market Segmentation Analysis. Journal of Marketing. 40(4). 67–76. 73 indexed citations
17.
Assael, Henry. (1974). Product Classification and the Theory of Consumer Behavior. Journal of the Academy of Marketing Science. 2(1-4). 539–552. 4 indexed citations
18.
Assael, Henry. (1974). Product classification and the theory of consumer behavior. Journal of the Academy of Marketing Science. 2(4). 539–552. 13 indexed citations
19.
Assael, Henry, et al.. (1968). NATIONAL SURVEY OF TRANSPORTATION ATTITUDES AND BEHAVIOR- PHASE 1 SUMMARY REPORT. National Cooperative Highway Research Program report. 2 indexed citations
20.
Assael, Henry & George S. Day. (1968). Attitudes and Awareness as Predictors of Market Share. Journal of Advertising Research. 8(4). 3–10. 1 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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