“The Many-Faced Consumer: The Effects of Inter Identity Competition and Association on Identity Prime Response”
Saint Clair, J., and Forehand, M., (2020). Journal of Consumer Research, Vol. 46(6), pp. 1011–1030.

“Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments”
Dagogo-Jack, S., and Forehand, M., (2018). Journal of Marketing Research, Vol. 55(6), pp. 934–950.

“Activating Stereotypes with Brand Imagery: The Role of Viewer Political Identity”
Angle, J., Dagogo-Jack, S., Forehand, M., and Perkins, A., (2017). Journal of Consumer Psychology, Vol. 27(1), pp. 84–90.

“It’s Not Us, It’s You: How Threatening Self-Brand Association Leads to Brand Pursuit”
Angle, J., and Forehand, M., (2016). International Journal of Research in Marketing.

“The Ebb and Flow of Consumer Identities: The Role of Memory, Emotions, and Threats”
Reed II, A., and Forehand, M., (2016). Current Opinion in Psychology.

“Riding Coattails: When Co-Branding Helps versus Hurts Less Known Brands”
Cunha, M., Forehand, M., and Angle, J., (2015). Journal of Consumer Research, Vol. 41(5), pp. 1267–1283.

“Identity-Based Consumer Behavior”
Reed II, A., Forehand, M., Putoni, S., and Warlop, L., (2012). International Journal of Research in Marketing, Vol. 29(4), pp. 310–321.

“Implicit Self-Referencing: The Effect of Non-Volitional Self-Association on Brand and Product Attitude”
Forehand, M., and Perkins, A., (2012). Journal of Consumer Research, Vol. 39(1), pp. 142–156.

“An Interpretive Frame Model of Identity Dependent Learning: The Moderating Role of Content–Identity Association”
Forehand, M., (2011). Journal of Consumer Research, Vol. 38(3), pp. 555–577.

“When Are Automatic Social Comparisons Not Automatic? The Effect of Cognitive Systems on User Imagery-Based Self-Concept Activation”
Forehand, M., (2010). Journal of Consumer Psychology, Vol. 21, pp. 88–100.

“Decomposing IAT-Measured Self-Associations: The Relative Influence of Semantic Meaning and Valence”
Forehand, M., and Perkins, A., (2006). Social Cognition, Vol. 24(4), pp. 387–408.

“Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voiceovers”
Forehand, M., and Perkins, A., (2005). Journal of Consumer Research, Vol. 32(3), pp. 435–441.

“On Self-Referencing Differences in Judgment and Choice”
Forehand, M., and Sood, S., (2005). Organizational Behavior and Human Decision Processes, Vol. 98, pp. 144–154.

“Endorsements as Voting Cues: Heuristic and Systematic Processing in Initiative Elections”
Forehand, M., Gastil, J., and Smith, M. A., (2004). Journal of Applied Social Psychology, Vol. 34(11), pp. 2215–2233.

“When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism”
Forehand, M., and Grier, S., (2003). Journal of Consumer Psychology, Vol. 13(3), pp. 349–356.

“Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response”
Forehand, M., Deshpandé, R., and Reed II, A., (2002). Journal of Applied Psychology, Vol. 87(6), pp. 1086–1099.

“What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response”
Forehand, M., and Deshpandé, R., (2001). Journal of Marketing Research, Vol. 38(3), pp. 336–348.

“Extending Overjustification: The Effect of Perceived Reward Giver Intention on Response to Rewards”
Forehand, M., (2000). Journal of Applied Psychology, Vol. 85(6), pp. 919–931.