| Resisting that triple-chocolate cake: Mental budgets and self-control P Krishnamurthy, S Prokopec Journal of Consumer Research 37 (1), 68-79, 2010 | 112 | 2010 |
| If you build it will they come?—An empirical investigation of consumer perceptions and strategy in virtual worlds L Goel, S Prokopec Electronic Commerce Research 9 (1), 115-134, 2009 | 80 | 2009 |
| Opening a donor's wallet: The influence of appeal scales on likelihood and magnitude of donation A De Bruyn, S Prokopec Journal of Consumer Psychology 23 (4), 496-502, 2013 | 67 | 2013 |
| Assimilation-contrast theory in action: Operationalization and managerial impact in a fundraising context A De Bruyn, S Prokopec International Journal of Research in Marketing 34 (2), 367-381, 2017 | 27 | 2017 |
| Coram Populo—In the presence of people: The effect of others in virtual worlds L Goel, S Prokopec, I Junglas Journal of Computer-Mediated Communication 18 (3), 265-282, 2013 | 18 | 2013 |
| Restraint that blinds: attention narrowing and consumers’ response to numerosity in self-control decisions K Wilcox, S Prokopec Journal of Consumer Research 46 (2), 371-387, 2019 | 15 | 2019 |
| 12 An international marketing strategy perspective on Islamic marketing S Prokopec, M Kurdy Handbook of Islamic marketing, 208, 2011 | 13 | 2011 |
| Do versus Don’t: The Impact of Framing on Goal-Level Setting MA Tuk, S Prokopec, B Van den Bergh Journal of Consumer Research 47 (6), 1003-1024, 2021 | 10 | 2021 |
| The" Socialness" of Virtual Worlds L Goel, S Prokopec AMCIS 2009 Proceedings, 385, 2009 | 6 | 2009 |
| The Impact of Anchors on Donors’ Behavior: A Field Experiment S Prokopec, AD Bruyn ACR North American Advances, 2010 | 4 | 2010 |
| Quenching the Desire For Luxury: Successful Lower-End Luxury Brand Extensions Satiate Brand Desire V Patrick, S Prokopec ACR North American Advances, 2015 | 3 | 2015 |
| Virtual Worlds: New Marketing Channels or Emperor’s New Clothes?(Consumer Perceptions of Innovation in Product-oriented vs. Service-oriented Companies) S Prokopec, L Goel ACR North American Advances, 2011 | 2 | 2011 |
| Can a Successful Brand Extension Dilute a Luxury Brand?: How Managing the'Dream'Matters V Patrick, S Prokopec How Managing the'Dream'Matters (June 22, 2012), 2012 | 1 | 2012 |
| Instant wins versus sweepstakes: Attitudes toward delayed promotions G Laurent, A Onculer, S Prokopec HAL Post-Print, 2010 | 1 | 2010 |
| Beating Back that Triple-Chocolate Cake: Mental Accounts as Instruments of Self-Regulation P Krishnamurthy, S Prokopec ACR North American Advances, 2007 | 1 | 2007 |
| Not All “Wins” Are Equal: the Effect of Unequally Attractive Prizes on Stimulus Appraisal A Talebi, S Prokopec, A Onculer ACR North American Advances, 2020 | | 2020 |
| What You Do Or What You Don’T: the Impact of Framing on Goal Level Setting S Prokopec, B Van den Bergh ACR North American Advances, 2020 | | 2020 |
| The Unresolved Uncertainty Effect: Do Brands Gain Or Lose Stars When Consumers Have to Wait For Resolution of Brand-Led Uncertainty? A Talebi, S Prokopec, A Onculer ACR North American Advances, 2020 | | 2020 |
| O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude A Talebi, S Prokopec, A Onculer ACR North American Advances, 2018 | | 2018 |
| 19-F: Vegas It Up to Boost Your Performance! A Talebi, S Prokopec ACR North American Advances, 2017 | | 2017 |
Lakshmi GoelAl Akhawayn UniversityVerified email at aui.ma
