| Mental accounting and changes in price: The frame dependence of reference dependence TB Heath, S Chatterjee, KR France Journal of consumer research 22 (1), 90-97, 1995 | 406 | 1995 |
| Asymmetric decoy effects on lower-quality versus higher-quality brands: Meta-analytic and experimental evidence TB Heath, S Chatterjee Journal of Consumer Research 22 (3), 268-284, 1995 | 344 | 1995 |
| The cognitive processing of misleading advertising in young and old adults: Assessment and training GJ Gaeth, TB Heath Journal of Consumer Research 14 (1), 43-54, 1987 | 198 | 1987 |
| The differential processing of price in gains and losses: The effects of frame and need for cognition S Chatterjee, TB Heath, SJ Milberg, KR France Journal of behavioral decision making 13 (1), 61-75, 2000 | 147 | 2000 |
| Conflict and loss aversion in multiattribute choice: The effects of trade-off size and reference dependence on decision difficulty S Chatterjee, TB Heath Organizational Behavior and Human Decision Processes 67 (2), 144-155, 1996 | 147 | 1996 |
| Spokesperson fame and vividness effects in the context of issue-relevant thinking: The moderating role of competitive setting TB Heath, MS McCarthy, DL Mothersbaugh Journal of consumer research 20 (4), 520-534, 1994 | 135 | 1994 |
| New brands versus brand extensions, attitudes versus choice: experimental evidence for theory and practice MS McCarthy, TB Heath, SJ Milberg Marketing Letters 12, 75-90, 2001 | 128 | 2001 |
| The asymmetric effects of extending brands to lower and higher quality TB Heath, D DelVecchio, MS McCarthy Journal of Marketing 75 (4), 3-20, 2011 | 122 | 2011 |
| You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility AJ Kull, TB Heath International Journal of Research in Marketing 33 (1), 78-92, 2016 | 106 | 2016 |
| Structural equations modeling R Netemeyer, P Bentler, R Bagozzi, R Cudeck, J Cote, D Lehmann, ... Wiley Periodicals, Inc., 2001 | 86 | 2001 |
| Asymmetric competition in choice and the leveraging of competitive disadvantages TB Heath, G Ryu, S Chatterjee, MS McCarthy, DL Mothersbaugh, ... Journal of Consumer Research 27 (3), 291-308, 2000 | 86 | 2000 |
| Theory and method in the study of ad and brand attitudes: Toward a systemic model TB Heath, GJ Gaeth Attention, attitude, and affect in response to advertising, 125-148, 2019 | 74 | 2019 |
| Using the phonemes of brand names to symbolize brand attributes TB Heath, S Chatterjee, KR France The AMA educator’s proceedings: Enhancing knowledge development in marketing …, 1990 | 65 | 1990 |
| Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership E Gentina, R Butori, TB Heath Journal of Business Research 67 (2), 83-91, 2014 | 58 | 2014 |
| The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches TB Heath Journal of the academy of marketing science 20 (2), 107-118, 1992 | 54 | 1992 |
| The susceptibility of mental accounting principles to evaluation mode effects S Chatterjee, TB Heath, J Min Journal of behavioral decision making 22 (2), 120-137, 2009 | 40 | 2009 |
| The logic of mere exposure: A reinterpretation of Anand, Holbrook, and Stephens (1988) TB Heath Journal of Consumer Research 17 (2), 237-241, 1990 | 39 | 1990 |
| Failing to suspect collusion in price-matching guarantees: Consumer limitations in game-theoretic reasoning S Chatterjee, TB Heath, S Basuroy Journal of Consumer Psychology 13 (3), 255-267, 2003 | 37 | 2003 |
| A comparative study of market share models using disaggregate data V Kumar, TB Heath International Journal of Forecasting 6 (2), 163-174, 1990 | 35 | 1990 |
| Innovation sequences over iterated offerings: A relative innovation, comfort, and stimulation framework of consumer responses TB Heath, S Chatterjee, S Basuroy, T Hennig-Thurau, B Kocher Journal of Marketing 79 (6), 71-93, 2015 | 31 | 2015 |
