Marketing Communication, Socially Responsible Marketing

• Prendergast, G., Ma, S., & Tsui, E. (2015). A surprisingly complex life: Sue Leung's story. Asia-Pacific Psychiatry, 7(2), 190-196.
• Prendergast, G., Tsang, A. S. L., & Cheng, R. (2014). Predicting handbill avoidance in Hong Kong and the UK. European Journal of Marketing, 48(1/2), 132-146.
• Chan, K., Ng, Y., & Prendergast, G. (2014). Should different marketing communication strategies be used to promote healthy eating among male and female adolescents?. Health Marketing Quarterly, 31(4), 339–352.
• Prendergast, G., Li, S., & Li, C. (2014). Consumer perceptions of salesperson gender and credibility: an evolutionary explanation. Journal of Consumer Marketing, 31(3), 200-211.
• Thompson, Edmund R., & Prendergast, G. (2013). Belief in luck and luckiness: conceptual clarification and measure validation. Personality and Individual Differences, 54(4), 501-506.
• Prendergast, G., & Thompson, Edmund R. (2013). Rational and irrational influences on lucky draw participation. International Journal of Advertising, 32(1), 85-100.
• Prendergast, G., & Lam, C. (2013). An evolutionary explanation for shopping behavior. Journal of Consumer Marketing, 30(4), 366-370.
• Prendergast, G., & Chan, M. (2013). Donors' experience of sustained charitable giving: a phenomenological study. Journal of Consumer Marketing, 30(2), 130-139.
• Prendergast, G., Wai, K., & Cheung, W. (2012). The hand the bill....or both? The role of credibility in handbill acceptance. Journal of Advertising Research, 52(1), 128-135.
• Ngan, Heidi M.K., Prendergast, G., & Tsang, Alex S. L. (2011). Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of team identification. European Journal of Marketing, 45(4), 551-566.
• Chan, K., Prendergast, G., Grønhøj, A., & Larsen, B. (2011). Comparing Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures. Young Consumers, 12(3), 216-228.
• Prendergast, G., Poon, D., & West, Douglas C. (2010). Match Game: Linking Sponsorship Congruence with Communication Outcomes. Journal of Advertising Research, 50(2), 214-226.
• Prendergast, G., Cheung, W., & West, D. (2010). Antecedents to Advertising Avoidance in China. Journal of Current Issues and Research in Advertising, 32(2), 87-100.
• Prendergast, G., Ko, D., & Yuen, Siu Yin V. (2010). Online word of mouth and consumer purchase Intentions. International Journal of Advertising, 29(5), 687-708.
• Prendergast, G. P., Tsang, A. S. L., & Chan, C. N. W. (2010). The interactive Influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2), 180-188.