| The boundaries of loss aversion N Novemsky, D Kahneman Journal of Marketing Research, 119-128, 2005 | 1027 | 2005 |
| Preference fluency in choice N Novemsky, R Dhar, N Schwarz, I Simonson Journal of Marketing Research 44 (3), 347-356, 2007 | 941 | 2007 |
| Consumer control and empowerment: A primer L Wathieu, L Brenner, Z Carmon, A Chattopadhyay, K Wertenbroch, ... Marketing Letters 13 (3), 297-305, 2002 | 548 | 2002 |
| Opportunity cost neglect S Frederick, N Novemsky, J Wang, R Dhar, S Nowlis Journal of Consumer Research 36 (4), 553-561, 2009 | 430 | 2009 |
| Making low probabilities useful H Kunreuther, N Novemsky, D Kahneman Journal of Risk and Uncertainty 23 (2), 103-120, 2001 | 396 | 2001 |
| Why feasibility matters more to gift receivers than to givers: A construal-level approach to gift giving E Baskin, CJ Wakslak, Y Trope, N Novemsky Journal of Consumer Research 41 (1), 169-182, 2014 | 288 | 2014 |
| The time course and impact of consumers' erroneous beliefs about hedonic contrast effects N Novemsky, RK Ratner Journal of Consumer Research 29 (4), 507-516, 2003 | 184 | 2003 |
| How do intentions affect loss aversion? N Novemsky, D Kahneman Journal of marketing research 42 (2), 139-140, 2005 | 179 | 2005 |
| Trade-offs and depletion in choice J Wang, N Novemsky, R Dhar, RF Baumeister Journal of Marketing Research 47 (5), 910-919, 2010 | 155 | 2010 |
| Goal fulfillment and goal targets in sequential choice N Novemsky, R Dhar Journal of Consumer Research 32 (3), 396-404, 2005 | 135 | 2005 |
| Anticipating adaptation to products J Wang, N Novemsky, R Dhar Journal of Consumer Research 36 (2), 149-159, 2009 | 123 | 2009 |
| What makes negotiators happy? The differential effects of internal and external social comparisons on negotiator satisfaction N Novemsky, ME Schweitzer Organizational Behavior and Human Decision Processes 95 (2), 186-197, 2004 | 122 | 2004 |
| Proximity of snacks to beverages increases food consumption in the workplace: A field study E Baskin, M Gorlin, Z Chance, N Novemsky, R Dhar, K Huskey, M Hatzis Appetite 103, 244-248, 2016 | 69 | 2016 |
| Beyond rationality: The content of preferences R Dhar, N Novemsky Journal of Consumer Psychology 18 (3), 175-178, 2008 | 66 | 2008 |
| When do incidental mood effects last? Lay beliefs versus actual effects A Pocheptsova, N Novemsky Journal of Consumer Research 36 (6), 992-1001, 2010 | 48 | 2010 |
| How are base‐rates used, when they are used: a comparison of additive and Bayesian models of base‐rate use N Novemsky, S Kronzon Journal of Behavioral Decision Making 12 (1), 55-67, 1999 | 42 | 1999 |
| Adding small differences can increase similarity and choice J Kim, N Novemsky, R Dhar Psychological science 24 (2), 225-229, 2013 | 32 | 2013 |
| Understanding and shaping consumer behavior in the next normal T Charm, R Dhar, S Haas, J Liu, N Novemsky, W Teichner McKinsey & Company 24, 2020 | 28 | 2020 |
| The effect of preference fluency on consumer decision making N Novemsky, R Dhar, N Schwarz, I Simonson Workshop Paper. http://gsbwww. uchicago. edu/kilts/research/workshop …, 2004 | 19 | 2004 |
| From Loss Aversion to Loss Acceptance: How Casino Contexts Can Undermine Loss Aversion JP Simmons, N Novemsky Working Paper, 2008 | 14 | 2008 |
