| Warmth and conformity: The effects of ambient temperature on product preferences and financial decisions XI Huang, M Zhang, MK Hui, RS Wyer Jr Journal of consumer psychology 24 (2), 241-250, 2014 | 164 | 2014 |
| The Influence of Social Crowding on Brand Attachment X Huang, Z Huang, RS Wyer Journal of Consumer Research 44 (5), 1068-1084, 2018 | 139 | 2018 |
| Slowing down in the good old days: The effect of nostalgia on consumer patience X Huang, Z Huang, RS Wyer Jr Journal of Consumer Research 43 (3), 372-387, 2016 | 128 | 2016 |
| The illusion of saving face: How people symbolically cope with embarrassment P Dong, X Huang, RS Wyer Jr Psychological science 24 (10), 2005-2012, 2013 | 77 | 2013 |
| Cueing morality: The effect of high-pitched music on healthy choice X Huang, AA Labroo Journal of Marketing 84 (6), 130-143, 2020 | 76 | 2020 |
| “Seeing” the social roles of brands: How physical positioning influences brand evaluation X Huang, X Li, M Zhang Journal of Consumer Psychology 23 (4), 509-514, 2013 | 71 | 2013 |
| The Effect of Incidental Emotions on Judgments and Behavior in Unrelated Situations: A Review RS Wyer, P Dong, XI Huang, ZT Huang, LS Wan Journal of the Association for Consumer Research 4 (2), 198-207, 2019 | 28 | 2019 |
| Ray of Hope: Hopelessness Increases Preferences for Brighter Lighting P Dong, XI Huang, CB Zhong Social Psychological and Personality Science 6 (1), 84-91, 2015 | 28 | 2015 |
| Feeling Disconnected from Others: The Effects of Ambient Darkness on Hedonic Choice XI Huang, P Dong, AA Labroo International Journal of Research in Marketing 35 (1), 144-153, 2018 | 26 | 2018 |
| Romantic Crushes Promote Variety-Seeking Behavior XI Huang, P Dong Journal of Consumer Psychology 29 (2), 226-242, 2019 | 25 | 2019 |
| The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity ZT Huang, XI Huang, Y Jiang Journal of Marketing Research 55 (3), 432-445, 2018 | 25 | 2018 |
| Competing for Attention: The Effects of Jealousy on Preference for Attention-Grabbing Products XI Huang, P Dong, RS Wyer Journal of Consumer Psychology 27 (2), 171-181, 2017 | 21 | 2017 |
| Going my way? The benefits of travelling in the same direction XI Huang, P Dong, X Dai, RS Wyer Jr Journal of Experimental Social Psychology 48 (4), 978-981, 2012 | 17 | 2012 |
| Indulgent Consumption Signals Interpersonal Warmth Q Tang, K Zhang, X Huang Journal of Marketing Research 59 (6), 1179-1196, 2022 | 15 | 2022 |
| RETRACTED: Crush on You: Romantic Crushes Increase Consumers’ Preferences for Strong Sensory Stimuli X Huang, P Dong, M Zhang Journal of Consumer Research 46 (1), 53-68, 2019 | 15 | 2019 |
| Transcendent brand activism advertising: Explicating the roles of color and message framing in advertising effectiveness X Zhou, C Lou, X Huang Journal of Advertising, 2023 | 11 | 2023 |
| Fostering consumer engagement during an omnipresent victim crisis: understanding the role of values in pandemic-themed advertising C Lou, X Zhou, X Huang, C Qiu, M Yuan International Journal of Advertising 42 (5), 890-915, 2023 | 9 | 2023 |
| Flattering me in the right way: Exploring language use and ethnic cues in localized advertising among Singaporean consumers C Lou, X Zhou, X Huang, XY Goh, YJ Lee, KTB Loon, XR Por Journal of Interactive Advertising 23 (1), 55-72, 2023 | 1 | 2023 |
