| The role of hedonic and utilitarian motives on the effectiveness of partitioned pricing J Choi, SR Madhavaram, HY Park Journal of Retailing 96 (2), 251-265, 2020 | 64 | 2020 |
| When and how brands affect importance of product attributes in consumer decision process HY Park, SR Chang European Journal of Marketing 56 (13), 1-25, 2022 | 38 | 2022 |
| How donor's regulatory focus changes the effectiveness of a sadness-evoking charity appeal J Choi, HY Park International Journal of Research in Marketing 38 (3), 749-769, 2021 | 29 | 2021 |
| Moral Accounting: How Consumers Spend Money Tainted by Guilt HY Park, T Meyvis Available at SSRN 2043657, 2019 | 4 | 2019 |
| Feeling Guilty About Money: How Consumers Prioritize Cleansing Tainted Money Over Redeeming Moral Failures HY Park, T Meyvis ACR North American Advances, 2013 | 1 | 2013 |
| Feeling Moral about Money: How Moral Emotions Influence Consumer Spending Decisions HY Park, T Meyvis ACR North American Advances, 2011 | 1 | 2011 |
| How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase J Choi, HY Park European Journal of Marketing, 2024 | | 2024 |
| How Consumers Spend and Distribute Money Tainted by Anger HY Park PARK, HY (2021). How Consumers Spend and Distribute Money Tainted by Anger …, 2021 | | 2021 |
