| Choice based on reasons: The case of attraction and compromise effects I Simonson Journal of consumer research 16 (2), 158-174, 1989 | 2688 | 1989 |
| Choice in context: Tradeoff contrast and extremeness aversion I Simonson, A Tversky Journal of marketing research 29 (3), 281-295, 1992 | 2529 | 1992 |
| Reason-based choice E Shafir, I Simonson, A Tversky Cognition 49 (1-2), 11-36, 1993 | 2366 | 1993 |
| Context-dependent preferences A Tversky, I Simonson Management science 39 (10), 1179-1189, 1993 | 1961 | 1993 |
| Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards R Kivetz, I Simonson Journal of Marketing research 39 (2), 155-170, 2002 | 1380 | 2002 |
| The influence of anticipating regret and responsibility on purchase decisions I Simonson Journal of consumer research 19 (1), 105-118, 1992 | 1240 | 1992 |
| The effect of purchase quantity and timing on variety-seeking behavior I Simonson Journal of Marketing research 27 (2), 150-162, 1990 | 1112 | 1990 |
| The effect of forced choice on choice R Dhar, I Simonson Journal of marketing research 40 (2), 146-160, 2003 | 920 | 2003 |
| Preference fluency in choice N Novemsky, R Dhar, N Schwarz, I Simonson Journal of marketing research 44 (3), 347-356, 2007 | 912 | 2007 |
| Self-control for the righteous: Toward a theory of precommitment to indulgence R Kivetz, I Simonson Journal of consumer research 29 (2), 199-217, 2002 | 842 | 2002 |
| Determinants of customers’ responses to customized offers: Conceptual framework and research propositions I Simonson Journal of marketing 69 (1), 32-45, 2005 | 837 | 2005 |
| The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons I Simonson, SM Nowlis Journal of Consumer Research 27 (1), 49-68, 2000 | 806 | 2000 |
| Gender differences in mate selection: Evidence from a speed dating experiment R Fisman, SS Iyengar, E Kamenica, I Simonson The Quarterly Journal of Economics 121 (2), 673-697, 2006 | 768 | 2006 |
| Buying, bidding, playing, or competing? Value assessment and decision dynamics in online auctions D Ariely, I Simonson Journal of Consumer psychology 13 (1-2), 113-123, 2003 | 737 | 2003 |
| Reasons as carriers of culture: Dynamic versus dispositional models of cultural influence on decision making DA Briley, MW Morris, I Simonson Journal of consumer research 27 (2), 157-178, 2000 | 724 | 2000 |
| Attribute–task compatibility as a determinant of consumer preference reversals SM Nowlis, I Simonson Journal of marketing research 34 (2), 205-218, 1997 | 595 | 1997 |
| Deescalation strategies: A comparison of techniques for reducing commitment to losing courses of action. I Simonson, BM Staw Journal of applied psychology 77 (4), 419, 1992 | 583 | 1992 |
| Consumer research: In search of identity I Simonson, Z Carmon, R Dhar, A Drolet, SM Nowlis Annual review of psychology 52 (1), 249-275, 2001 | 502 | 2001 |
| Making complementary choices in consumption episodes: Highlighting versus balancing R Dhar, I Simonson Journal of Marketing Research 36 (1), 29-44, 1999 | 497 | 1999 |
| The effects of incomplete information on consumer choice R Kivetz, I Simonson Journal of marketing research 37 (4), 427-448, 2000 | 480 | 2000 |
