| 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 | 785 | 2000 |
| The effect of time pressure on consumer choice deferral R Dhar, SM Nowlis Journal of Consumer research 25 (4), 369-384, 1999 | 698 | 1999 |
| Attribute–task compatibility as a determinant of consumer preference reversals SM Nowlis, I Simonson Journal of marketing research 34 (2), 205-218, 1997 | 582 | 1997 |
| 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 | 493 | 2001 |
| The effect of examining actual products or product descriptions on consumer preference DB McCabe, SM Nowlis Journal of Consumer Psychology 13 (4), 431-439, 2003 | 473 | 2003 |
| The effect of new product features on brand choice SM Nowlis, I Simonson Journal of marketing research 33 (1), 36-46, 1996 | 451 | 1996 |
| Opportunity cost neglect S Frederick, N Novemsky, J Wang, R Dhar, S Nowlis Journal of Consumer Research 36 (4), 553-561, 2009 | 405 | 2009 |
| Coping with ambivalence: The effect of removing a neutral option on consumer attitude and preference judgments SM Nowlis, BE Kahn, R Dhar Journal of Consumer research 29 (3), 319-334, 2002 | 395 | 2002 |
| Trying hard or hardly trying: An analysis of context effects in choice R Dhar, SM Nowlis, SJ Sherman Journal of Consumer Psychology 9 (4), 189-200, 2000 | 328 | 2000 |
| The effects of reduced food size and package size on the consumption behavior of restrained and unrestrained eaters ML Scott, SM Nowlis, N Mandel, AC Morales Journal of consumer research 35 (3), 391-405, 2008 | 325 | 2008 |
| The many shades of rose-colored glasses: An evolutionary approach to the influence of different positive emotions V Griskevicius, MN Shiota, SM Nowlis Journal of consumer research 37 (2), 238-250, 2010 | 312 | 2010 |
| The effect of a delay between choice and consumption on consumption enjoyment SM Nowlis, N Mandel, DB McCabe Journal of Consumer Research 31 (3), 502-510, 2004 | 242 | 2004 |
| Comparison effects on preference construction R Dhar, SM Nowlis, SJ Sherman Journal of consumer research 26 (3), 293-306, 1999 | 227 | 1999 |
| A bite to whet the reward appetite: The influence of sampling on reward-seeking behaviors M Wadhwa, B Shiv, SM Nowlis Journal of Marketing Research 45 (4), 403-413, 2008 | 196 | 2008 |
| Developing synergies between promotions and brands in different price-quality tiers KN Lemon, SM Nowlis Journal of Marketing Research 39 (2), 171-185, 2002 | 194 | 2002 |
| The influence of disorganized shelf displays and limited product quantity on consumer purchase IA Castro, AC Morales, SM Nowlis Journal of Marketing 77 (4), 118-133, 2013 | 166 | 2013 |
| The effect of distractions while tasting a food sample: The interplay of informational and affective components in subsequent choice B Shiv, SM Nowlis Journal of Consumer Research 31 (3), 599-608, 2004 | 159 | 2004 |
| The influence of consumer distractions on the effectiveness of food-sampling programs SM Nowlis, B Shiv Journal of Marketing Research 42 (2), 157-168, 2005 | 124 | 2005 |
| The effect of local consideration sets on global choice between lower price and higher quality I Simonson, S Nowlis, K Lemon Marketing Science 12 (4), 357-377, 1993 | 121 | 1993 |
| To buy or not to buy: Response mode effects on consumer choice R Dhar, SM Nowlis Journal of Marketing Research 41 (4), 423-432, 2004 | 115 | 2004 |
