| Confirmation, disconfirmation, and information in hypothesis testing. J Klayman, YW Ha Psychological review 94 (2), 211, 1987 | 3161 | 1987 |
| Consumer learning: Advertising and the ambiguity of product experience SJ Hoch, YW Ha Journal of consumer research 13 (2), 221-233, 1986 | 1535 | 1986 |
| Hypothesis testing in rule discovery: Strategy, structure, and content. J Klayman, Y Ha Journal of Experimental Psychology: Learning, Memory, and Cognition 15 (4), 596, 1989 | 427 | 1989 |
| Ambiguity, processing strategy, and advertising-evidence interactions YW Ha, SJ Hoch Journal of Consumer Research 16 (3), 354-360, 1989 | 265 | 1989 |
| Antecedents and consequence of Korean and Japanese new product advantage C Nakata, S Im, H Park, YW Ha Journal of Business Research 59 (1), 28-36, 2006 | 114 | 2006 |
| Determinants of Korean and Japanese new product performance: An interrelational and process view S Im, C Nakata, H Park, YW Ha Journal of International Marketing 11 (4), 81-112, 2003 | 109 | 2003 |
| The influence of categorical attributes on choice context effects YW Ha, S Park, HK Ahn Journal of Consumer Research 36 (3), 463-477, 2009 | 69 | 2009 |
| Feedback weakens the attraction effect in repeated choices S Ahn, J Kim, YW Ha Marketing Letters 26, 449-459, 2015 | 17 | 2015 |
| A cross-cultural study on envy premium: The role of mixed emotions of benign and malicious envies S Ahn, YW Ha, MS Jo, J Kim, E Sarigollu Current Psychology, 1-10, 2021 | 15 | 2021 |
| Who is afraid of disposition of financial assets? The moderating role of regulatory focus in the disposition effect YD Kim, YW Ha Marketing Letters 27, 159-169, 2016 | 12 | 2016 |
| The moderating role of need for cognitive closure and temporal self-construal in consumer satisfaction and repurchase consistency MH Lee, YW Ha Asia Marketing Journal 11 (4), 95-119, 2010 | 6 | 2010 |
| When the attraction effect disappears: the differential impact of adding common versus unique features on consumer choice YW Ha, S Park, HK Ahn Advances in consumer research 31, 37-38, 2004 | 6 | 2004 |
| The Psychology of Asian Consumers: What We Know and What We Don’t YW Ha Acad. Asian Bus. Rev 1, 1-16, 2015 | 3 | 2015 |
| 소비자행동 (5 판)[Consumer behavior] HS Lee, KH Ahn, YW Ha Seoul: Bobmunsa, 2012 | 2 | 2012 |
| Consumer learning as a hypothesis-testing process YW Ha The University of Chicago, 1987 | 2 | 1987 |
| Pride versus Face: What Motivates Asian Consumers' Luxury Purchase? C Jung-Han, YW Ha Academy of Asian Business Review 4 (1), 29-47, 2018 | 1 | 2018 |
| Applying the Multiple Cue Probability Learning to Consumer Learning 안서원， 김주영， 하영원 아시아마케팅저널 15 (3), 159-172, 2013 | 1 | 2013 |
| The effects of typicality of product type on schema change S Ahn, YW Ha ACR Asia-Pacific Advances, 2005 | 1 | 2005 |
| 11-O: The Influences of Morality-Irrelevant Inspiration on the Two Faces of Morality Behavior J Liang, Z Chen, J Lei, M Lim, YW Ha ACR North American Advances, 2017 | | 2017 |
| 10-P: Solving the Paradox of a Large Assortment: the Moderating Role of Choice Mode M Lim, YW Ha ACR North American Advances, 2017 | | 2017 |
Subin ImProfessor of Marketing, Yonsei UniversityVerified email at yonsei.ac.kr
