| Figures of rhetoric in advertising language EF McQuarrie, DG Mick Journal of consumer research 22 (4), 424-438, 1996 | 1365 | 1996 |
| Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses EF McQuarrie, DG Mick Journal of consumer research 26 (1), 37-54, 1999 | 1182 | 1999 |
| The megaphone effect: Taste and audience in fashion blogging EF McQuarrie, J Miller, BJ Phillips Journal of consumer research 40 (1), 136-158, 2013 | 881 | 2013 |
| Beyond visual metaphor: A new typology of visual rhetoric in advertising BJ Phillips, EF McQuarrie Marketing theory 4 (1-2), 113-136, 2004 | 760 | 2004 |
| On resonance: A critical pluralistic inquiry into advertising rhetoric EF McQuarrie, DG Mick Journal of consumer research, 180-197, 1992 | 704 | 1992 |
| Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words EF McQuarrie, BJ Phillips Journal of advertising 34 (2), 7-20, 2005 | 666 | 2005 |
| Personification in advertising M Delbaere, EF McQuarrie, BJ Phillips Journal of Advertising 40 (1), 121-130, 2011 | 634 | 2011 |
| Narrative and persuasion in fashion advertising BJ Phillips, EF McQuarrie Journal of consumer research 37 (3), 368-392, 2010 | 544 | 2010 |
| A revised product involvement inventory: Improved usability and validity. EF McQuarrie, JM Munson Advances in consumer research 19 (1), 1992 | 526 | 1992 |
| The Zaichkowsky personal involvement inventory: modification and extension. EF McQuarrie, JM Munson Advances in consumer research 14 (1), 1987 | 506 | 1987 |
| Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising EF McQuarrie, DG Mick Journal of consumer research 29 (4), 579-587, 2003 | 493 | 2003 |
| How enduring and situational involvement combine to create involvement responses ML Richins, PH Bloch, EF McQuarrie Journal of Consumer Psychology 1 (2), 143-153, 1992 | 387 | 1992 |
| The development, change, and transformation of rhetorical style in magazine advertisements 1954–1999 BJ Phillips, EF McQuarrie Journal of advertising 31 (4), 1-13, 2002 | 370 | 2002 |
| The market research toolbox: a concise guide for beginners EF McQuarrie Sage Publications, 2015 | 293 | 2015 |
| The evolution of new technology ventures over 20 years: Patterns of failure, merger, and survival AV Bruno, EF McQuarrie, CG Torgrimson Journal of business venturing 7 (4), 291-302, 1992 | 218 | 1992 |
| Impact of advertising metaphor on consumer belief: Delineating the contribution of comparison versus deviation factors BJ Phillips, EF McQuarrie Journal of Advertising 38 (1), 49-62, 2009 | 196 | 2009 |
| How visual brand identity shapes consumer response BJ Phillips, EF McQuarrie, WG Griffin Psychology & Marketing 31 (3), 225-236, 2014 | 178 | 2014 |
| The contribution of semiotic and rhetorical perspectives to the explanation of visual persuasion in advertising EF McQuarrie, DG Mick Persuasive imagery, 191-221, 2003 | 175 | 2003 |
| Customer visits: Building a better market focus: Building a better market focus EF McQuarrie Routledge, 2014 | 169 | 2014 |
| It's not your magazine ad: Magnitude and direction of recent changes in advertising style EF McQuarrie, BJ Phillips Journal of Advertising 37 (3), 95-106, 2008 | 164 | 2008 |