| Online marketing communications: Exploring online consumer behavior by examining gender differences and interactivity within internet advertising C McMahan, R Hovland, S McMillan Journal of Interactive Advertising 10 (1), 61-76, 2009 | 131 | 2009 |
| Gender role portrayals in American and Korean advertisements R Hovland, C McMahan, G Lee, JS Hwang, J Kim Sex Roles 53, 887-899, 2005 | 109 | 2005 |
| Advertising, society, and consumer culture R Hovland, JM Wolburg Routledge, 2014 | 55 | 2014 |
| Advertising in society: classic and contemporary readings on advertising's role in society R Hovland, GB Wilcox (No Title), 1989 | 31 | 1989 |
| Targeting gender: a content analysis of alcohol advertising in magazines AR Jung, R Hovland Health marketing quarterly 33 (3), 221-238, 2016 | 18 | 2016 |
| Readings in advertising, society, and consumer culture R Hovland, JM Wolburg, EE Haley Routledge, 2014 | 9 | 2014 |
| Alcoholic beverage advertising: an integrative interdisciplinary review R Hovland Journal of Current Issues & Research in Advertising 36 (1), 88-114, 2015 | 8 | 2015 |
| Cognitive restructuring as a relapse prevention strategy: Teaching alcoholics to talk back to beer ads JM Wolburg, R Hovland, RE Hopson Alcoholism Treatment Quarterly 17 (4), 29-51, 1999 | 8* | 1999 |
| The future of alcoholic beverage advertising R Hovland, GB Wilcox Comm. & L. 9, 5, 1987 | 7 | 1987 |
| Alcoholic beverage advertising and the electronic media GB Wilcox, D Shea, R Hovland Comm. & L. 8, 31, 1986 | 7 | 1986 |
| Women likely to face salary discrimination in advertising R Taylor, R Hovland The Journalism Educator 43 (4), 11-16, 1988 | 5 | 1988 |
| Consumer response to Seagram's equivalency ad campaign on TV L Tucker, R Hovland, G Wilcox Journalism quarterly 64 (4), 834-946, 1987 | 5 | 1987 |
| GENDER AND INTERNET ADVERTISING: DIFFERENCES IN THE WAYS MALES AND FEMALES ENGAGE WITH AND PERCEIVE INTERNET ADVERTISING C McMahan, R Hovland, S McMillan American Academy of Advertising. Conference. Proceedings (Online), 52, 2008 | 4 | 2008 |
| " Some Days are Better than Others": Beer Commercials and a Question of Ethics JM Wolburg, R Hovland, RE Hopson Research in marketing, 1999 | 4 | 1999 |
| Advertising and Commercial Speech since the 1986 Posadas Case R Hovland, RE Taylor Journalism Quarterly 67 (4), 1083-1089, 1990 | 4 | 1990 |
| Do concentrated markets spend more on advertising? Evidence on nondurable consumer goods industries RW Hovland, KM Lancaster Journal of Macromarketing 5 (2), 17-31, 1985 | 3 | 1985 |
| Recent developments in commercial speech doctrine R Hovland, RE Taylor Comm. & L. 12, 3, 1990 | 2 | 1990 |
| Some days are better than others: Beer commercials and the addictive experience JM Wolburg, R Hovland, RE Hopson PROCEEDINGS OF THE CONFERENCE-AMERICAN ACADEMY OF ADVERTISING, 20-21, 1997 | 1 | 1997 |
| Consumer Response to a TV Liquor Spot GB Wilcox, R Hovland, D Fletcher Journalism Quarterly 65 (1), 195-196, 1988 | 1 | 1988 |
| Taking the Visual and Verbal Message Global R Blakeman, R Hovland The International Journal of Visual Design 12 (1), 23, 2018 | | 2018 |
