In Table 5, we present the results of asking our sample of intermediaries (N = 34) and academics (N = 84) to evaluate the practice impact of each of the 20 dual-impact articles we identified earlier. In this table, we present the impact score given awareness for each article6 as well as awareness-adjusted practice impact. Although we need to be careful in drawing very strong conclusions (given quite large standard deviations), Guadagni and Little (1983) and Green and Srinivasan (1990) show the highest impact on practice, both as perceived by academics (mean = 4.28 and 4.17 respectively) and intermediaries (mean = 4.17 and 3.97 respectively). Overall, the ranking across the two samples is quite consistent (ρAI = 0.63). Notable exceptions include Louviere and Woodworth (1983), Vanheerde, Gupta, and Wittink (2003), and Simonson and Tversky (1992), all of which intermediaries accredit a significantly higher impact on practice than academics, while only Fornell (1992) shows the opposite. Finally, there is a correlation of 0.65 between the practice impact of these 20 articles gauged from the pre-calibration sample of intermediaries and the calibration sample of intermediaries. (Respondents in the precalibration and calibration samples responded to different tasks, precluding any aggregation of data across samples).