| Impact of “high quality, low price” appeal on consumer evaluations M Shirai Journal of Promotion Management 21 (6), 776-797, 2015 | 81 | 2015 |
| Effects of price reframing tactics on consumer perceptions M Shirai Journal of Retailing and Consumer Services 34, 82-87, 2017 | 56 | 2017 |
| Underdog effects: the role of consumption domain and retail crowding M Shirai Journal of Consumer Marketing 34 (5), 384-392, 2017 | 42 | 2017 |
| Learning and the cognitive algebra of price expectations M Shirai, R Meyer Journal of Consumer Psychology 6 (4), 365-388, 1997 | 33 | 1997 |
| Consumer expectations concerning timing and depth of the next deal M Shirai, JR Bettman Psychology & Marketing 22 (6), 457-472, 2005 | 29 | 2005 |
| Understanding consumer perceptions of quality based on package size: the moderating role of the evaluation context M Shirai International Journal of Retail & Distribution Management 48 (7), 749-762, 2020 | 16 | 2020 |
| Effects of quality and price appeals on consumers’ internal reference prices and quality perceptions M Shirai Modern Economy 5 (08), 831-840, 2014 | 15 | 2014 |
| Analyzing price premiums for foods in Japan: Measuring consumers' willingness to pay for quality-related attributes M Shirai Journal of Food Products Marketing 16 (2), 184-198, 2010 | 15 | 2010 |
| Investigation of emotional responses to an unexpected price M Shirai Australasian marketing journal 17 (1), 2-8, 2009 | 15 | 2009 |
| Which loyalty program do customers prefer: a coalition program or a single-firm program? M Shirai Journal of Services Marketing 37 (5), 563-573, 2023 | 9 | 2023 |
| Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations M Shirai, T Satomura European Journal of Marketing 55 (5), 1539-1566, 2021 | 7 | 2021 |
| The Role of Anthropomorphism in Consumer Evaluations of Sustainable Products: A Research Note M Shirai Journal of Sustainable Marketing 4 (1), 80-89, 2023 | 6 | 2023 |
| Vertical line extensions: consumers' preferences for downward and upward extensions M Shirai Asia Pacific Journal of Marketing and Logistics 35 (8), 2047-2065, 2023 | 5 | 2023 |
| Consumer Evaluations of temporal reframing of prices M Shirai Proceedings of International Conference on Marketing Studies 1, 12, 2012 | 5 | 2012 |
| Consumer evaluation of multiple internal reference prices M Shirai Advances in consumer research 31 (1), 580-583, 2004 | 4 | 2004 |
| The role of implicit theories in consumer intertemporal preference M Shirai Journal of Consumer Marketing 40 (7), 815-825, 2023 | 2 | 2023 |
| Consumers' Perceptions of Price Premiums M Shirai Advances in Consumer Studies 12 (1-2), 37-52, 90, 2006 | 2 | 2006 |
| Consumer perceptions of price reframing in an in-store decision context M Shirai J. Fin. Econ 7, 20-29, 2018 | 1 | 2018 |
| The Relationship between Internal Reference Price and Three Aspects of Dealing Patterns: Frequency, Depth, and Depth Variation M Shirai ACR Asia-Pacific Advances, 2005 | 1 | 2005 |
| The Role of Anthropomorphism in Consumers’ Evaluations of Sustainable Products M Shirai Business Research Proceedings 1 (1), 12-13, 2023 | | 2023 |
