| The effect of novel attributes on product evaluation A Mukherjee, WD Hoyer Journal of Consumer Research 28 (3), 462-472, 2001 | 751 | 2001 |
| The effects of incongruity, surprise and positive moderators on perceived humor in television advertising DL Alden, A Mukherjee, WD Hoyer Journal of Advertising 29 (2), 1-15, 2000 | 514 | 2000 |
| Consumer acceptance of online agent advice: Extremity and positivity effects AD Gershoff, A Mukherjee, A Mukhopadhyay Journal of Consumer Psychology 13 (1-2), 161-170, 2003 | 283 | 2003 |
| Humor in television advertising: A moment-to-moment analysis JLCM Woltman Elpers, A Mukherjee, WD Hoyer Journal of Consumer Research 31 (3), 592-598, 2004 | 183 | 2004 |
| Mixing emotions: The use of humor in fear advertising A Mukherjee, L Dubé Journal of Consumer Behaviour 11 (2), 147-161, 2012 | 153 | 2012 |
| Few ways to love, but many ways to hate: Attribute ambiguity and the positivity effect in agent evaluation AD Gershoff, A Mukherjee, A Mukhopadhyay Journal of Consumer Research 33 (4), 499-505, 2007 | 98 | 2007 |
| Scarcity appeals in advertising: the moderating role of expectation of scarcity A Mukherjee, SY Lee Journal of Advertising 45 (2), 256-268, 2016 | 55 | 2016 |
| What's not to like? Preference asymmetry in the false consensus effect AD Gershoff, A Mukherjee, A Mukhopadhyay Journal of Consumer Research 35 (1), 119-125, 2008 | 53 | 2008 |
| Extending a contrast resolution model of humor in television advertising: the role of surprise DL Alden, A Mukherjee, WD Hoyer Walter de Gruyter, Berlin/New York 13 (2), 193-218, 2000 | 47 | 2000 |
| Online display advertising: The influence of web site type on advertising effectiveness S Auschaitrakul, A Mukherjee Psychology & Marketing 34 (4), 463-480, 2017 | 45 | 2017 |
| Anxiety and search during food choice: the moderating role of attitude towards nutritional claims T Hansen, A Mukherjee, T Uth Thomsen Journal of Consumer Marketing 28 (3), 178-186, 2011 | 28 | 2011 |
| The effect of scarcity on product evaluation SY Lee McGill University (Canada), 2012 | 16 | 2012 |
| The internet trap: Five costs of living online A Mukherjee University of Toronto Press, 2018 | 15 | 2018 |
| “I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation AD Gershoff, A Mukherjee, A Mukhopadhyay Marketing Letters 17, 103-117, 2006 | 15 | 2006 |
| The effect of others’ participation on charitable behavior: Moderating role of recipient resource scarcity A Mukherjee, SY Lee, T Burnham Journal of Business Research 120, 213-228, 2020 | 12 | 2020 |
| Online social interaction. AD Gershoff, A Mukherjee Cambridge University Press, 2015 | 8 | 2015 |
| The Relationship Between Rational and Experiential Processing: Conflict, Complicity, or Independence? L Dubé, A Mukherjee Advances in Consumer Research 30 (1), 2003 | 6 | 2003 |
| Anticipated firm interaction can bias expressed customer satisfaction A Mukherjee, T Burnham, D King Journal of Retailing and Consumer Services 59, 102379, 2021 | 5 | 2021 |
| The use of humor in threat-related advertising: An experiential processing perspective A Mukherjee, L Dube ACR European Advances, 2001 | 4 | 2001 |
| The effect of novel attributes on product evaluation: Explaining consumer resistance to technological innovation A Mukherjee The University of Texas at Austin, 1998 | 3 | 1998 |
