Michael L. Ray

Stanford Graduate School of Business

Professor Emeritus

655 Knight Way

Stanford, CA 94305-5015

United States

SCHOLARLY PAPERS

4

DOWNLOADS

222

SSRN CITATIONS
Rank 44,366

SSRN RANKINGS

Top 44,366

in Total Papers Citations

3

CROSSREF CITATIONS

13

Scholarly Papers (4)

1.

Advertising Strategies to Increase Usage Frequency

Journal of Marketing (1996): 31-46
Number of pages: 16 Posted: 02 Aug 2014
Brian Wansink and Michael L. Ray
Retired and Stanford Graduate School of Business
Downloads 153 (240,180)
Citation 3

Abstract:

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2.

Extension Advertising's Impact on Brand Equity

David Aaker and Alexander L. Biel (Eds.) Advertising and Building Strong Brands, Cambridge, MA: Lexington, 177-194, 1993
Number of pages: 28 Posted: 20 Mar 2016
Brian Wansink and Michael L. Ray
Retired and Stanford Graduate School of Business
Downloads 32 (563,865)

Abstract:

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extension advertising, expansion advertising, equity, branding, consumer behavior

3.

Increasing Cognitive Response Sensitivity

Wansink, Brian, Michael L. Ray, and Rajeev Batra (1994), “Increasing Cognitive Response Sensitivity,” Journal of Advertising, 23:2 (June), 65-75., Journal of Advertising, Vol. 23, No. 2, 1994
Number of pages: 22 Posted: 10 Jan 2016 Last Revised: 28 Apr 2017
Brian Wansink, Michael L. Ray and Rajeev Batra
Retired, Stanford Graduate School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 26 (599,824)

Abstract:

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cognitive response, advertising, reaction, consumer behavior, consumer research, response elicitation, verbal protocols, marketing

4.

Developing Copy Tests that Estimate Brand Usage

William Wells (Ed.) Measuring Advertising’s Effectiveness, Cambridge, MA: Lexington, 359-370, 1997
Number of pages: 20 Posted: 20 Mar 2016
Brian Wansink and Michael L. Ray
Retired and Stanford Graduate School of Business
Downloads 11 (708,364)

Abstract:

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advertising, brand usage, market research, copy testing, cognitive response