| The impact of humor in advertising: A review MG Weinberger, CS Gulas Journal of advertising 21 (4), 35-59, 1992 | 960 | 1992 |
| Shades of green: A multidimensional analysis of environmental advertising S Banerjee, CS Gulas, E Iyer Journal of advertising 24 (2), 21-31, 1995 | 908 | 1995 |
| Humor in advertising: A comprehensive analysis CS Gulas, MG Weinberger ME Sharpe, 2006 | 387 | 2006 |
| Right under our noses: Ambient scent and consumer responses CS Gulas, PH Bloch Journal of Business and Psychology 10, 87-98, 1995 | 385 | 1995 |
| Corporate giving behavior and decision-maker social consciousness L Campbell, CS Gulas, TS Gruca Journal of Business Ethics 19, 375-383, 1999 | 354 | 1999 |
| Extending social comparison: An examination of the unintended consequences of idealized advertising imagery CS Gulas, K McKeage Journal of advertising 29 (2), 17-28, 2000 | 290 | 2000 |
| The impact of violent humor on advertising success: A gender perspective K Swani, MG Weinberger, CS Gulas Journal of Advertising 42 (4), 308-319, 2013 | 118 | 2013 |
| The impact of perceived humor, product type, and humor style in radio advertising K Flaherty, MG Weinberger, CS Gulas Journal of Current Issues & Research in Advertising 26 (1), 25-36, 2004 | 100 | 2004 |
| It's just a joke: Violence against males in humorous advertising CS Gulas, KK McKeage, MG Weinberger Advertising and Violence, 45-59, 2014 | 93 | 2014 |
| Atmospheric segmentation: managing store image with background music CS Gulas, CD Schewe | 90 | 1994 |
| An Exposé on Green Television Ads. E Iyer, B Banerjee, C Gulas Advances in Consumer Research 21 (1), 1994 | 81 | 1994 |
| The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn? MG Weinberger, CS Gulas Humor in Advertising, 3-48, 2021 | 74 | 2021 |
| Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour MG Weinberger, CS Gulas, MF Weinberger Humor in Advertising, 206-231, 2021 | 66 | 2021 |
| Understanding responses to comedic advertising aggression: the role of vividness and gender identity MG Weinberger, K Swani, HJ Yoon, CS Gulas International Journal of Advertising 36 (4), 562-587, 2017 | 49 | 2017 |
| That’s not funny here: Humorous advertising across boundaries CS Gulas, MG Weinberger Translation, Humour and the Media: Translation and Humour 2, 17-34, 2010 | 19 | 2010 |
| The long-term dangers of gray-market sales JM Maskulka, CS Gulas Business 37 (January‐March), 25-31, 1987 | 19 | 1987 |
| Silence is not golden: Firm response and nonresponse to consumer correspondence CS Gulas, JE Larsen Services Marketing Quarterly 33 (3), 261-275, 2012 | 13 | 2012 |
| "Culture as Expressed through Advertising Humour" in Handbook of Developments in Consumer Behaviour MG Weinberger, CS Gulas, MF Weinberger Edward Elgar Publishing, 2012 | 11* | 2012 |
| Culture as Expressed through Advertising Humour MG Weinberger, CS Gulas, MF Weinberger Handbook of Developments in Consumer Behaviour, 83-117, 2012 | 11* | 2012 |
| You must be joking: an introduction to the special issue on the use of humour in advertising MG Weinberger, CS Gulas International Journal of Advertising 38 (7), 909-910, 2019 | 10 | 2019 |
Marc G. WeinbergerUniversities of Massachusetts & GeorgiaE-mail confirmado em isenberg.umass.edu