| Licensing effect in consumer choice U Khan, R Dhar Journal of marketing research 43 (2), 259-266, 2006 | 1426 | 2006 |
| A behavioral decision theory perspective on hedonic and utilitarian choice U Khan, R Dhar, K Wertenbroch Inside consumption, 144-165, 2005 | 489 | 2005 |
| The shopping momentum effect R Dhar, J Huber, U Khan Journal of Marketing Research 44 (3), 370-378, 2007 | 353 | 2007 |
| Price-framing effects on the purchase of hedonic and utilitarian bundles U Khan, R Dhar Journal of Marketing Research 47 (6), 1090-1099, 2010 | 294 | 2010 |
| Where there is a way, is there a will? The effect of future choices on self-control. U Khan, R Dhar Journal of Experimental Psychology: General 136 (2), 277, 2007 | 224 | 2007 |
| When trade-offs matter: The effect of choice construal on context effects U Khan, M Zhu, A Kalra Journal of Marketing Research 48 (1), 62-71, 2011 | 187 | 2011 |
| Lusting while loathing: Parallel counterdriving of wanting and liking A Litt, U Khan, B Shiv Psychological Science 21 (1), 118-125, 2010 | 98 | 2010 |
| Comparing apples to apples or apples to oranges: The role of mental representation in choice difficulty EK Cho, U Khan, R Dhar Journal of Marketing Research 50 (4), 505-516, 2013 | 69 | 2013 |
| A new look at constructed choice processes D Griffin, W Liu, U Khan Marketing Letters 16, 321-333, 2005 | 53 | 2005 |
| Consumer substitution decisions: an integrative framework RW Hamilton, DV Thompson, ZG Arens, SJ Blanchard, G Häubl, ... Marketing Letters 25, 305-317, 2014 | 50 | 2014 |
| It’s good to be different: How diversity impacts judgments of moral behavior U Khan, A Kalra Journal of Consumer Research 49 (2), 177-201, 2022 | 41 | 2022 |
| The effect of self-control on the construction of risk perceptions JS Jia, U Khan, A Litt Management Science 61 (9), 2259-2280, 2015 | 32 | 2015 |
| Risk (mis) perception: When greater risk reduces risk valuation U Khan, DM Kupor Journal of Consumer Research 43 (5), 769-786, 2017 | 28 | 2017 |
| When does altruism trump self-interest? The moderating role of affect in extrinsic incentives U Khan, K Goldsmith, R Dhar Journal of the Association for Consumer Research 5 (1), 44-55, 2020 | 25 | 2020 |
| Reconsidering prosocial behavior as intersocial: A literature review and a new perspective AA Labroo, U Khan, SJ Su Consumer psychology review 6 (1), 92-108, 2023 | 17 | 2023 |
| Navigating Between Virtues and Vices: Moderators of Decisions Involving Hedonic versus Utilitarian Choices. U Khan, O Urminsky Advances in Consumer Research 31 (1), 2004 | 17 | 2004 |
| Giving consumers license to enjoy luxury U Khan, R Dhar, S Schmidt MIT Sloan Management Review, 2010 | 16 | 2010 |
| The rosy side of negative emotions U Khan Advances in Consumer Research 37 (2010), 263-266, 2010 | 16 | 2010 |
| A behavioral decision theory perspective on hedonic and utilitarian choice K Wertenbroch, R Dhar, U Khan Inside consumption, 166-187, 2005 | 15 | 2005 |
| Brand loyalty in the face of stockouts U Khan, A DePaoli Journal of the Academy of Marketing Science 52 (1), 44-74, 2024 | 11 | 2024 |
