1. The Theory of Planned Behavior;Icek Ajzen;Organizational Behavior and Human Decision Processes,1991
2. Bergkvist, Lars, and John R. Rossiter (2006), "The Predictive Ability of Practitioners' Ad Test Measures," Seoul, South Korea: Academy of Marketing Science/Korean Academy of Marketing Science, available at www.kams.org
3. The Predictive Validity of Multiple-item Versus Single-item Measures of the Same Constructs;Lars Bergkvist;Journal of Marketing Research,2007
4. The Role of Ad Likability in Predicting an Ad's Campaign Performance;Lars Bergkvist;Journal of Advertising,2008
5. Tailor-Made Single-Item Measures of Doubly Concrete Constructs;Lars Bergkvist;International Journal of Advertising,2009