The Uncertain Self: How Self-Concept Structure Affects Subscription Choice von Savary, Jennifer, Dhar, Ravi

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When Going Green Backfires: How Firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements von Newman, George E., Gorlin, Margarita, Dhar, Ravi

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A dual-system framework to understand preference construction processes in choice von Dhar, Ravi, Gorlin, Margarita

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Licensing Effect in Consumer Choice von Khan, Uzma, Dhar, Ravi

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Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice von DHAR, RAVI, WERTENBROCH, KLAUS

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Up Close and Personal: Investor Sophistication and the Disposition Effect von Dhar, Ravi, Zhu, Ning

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Preference Fluency in Choice von Novemsky, Nathan, Dhar, Ravi, Schwarz, Norbert, Simonson, Itamar

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Subgoals as Substitutes or Complements: The Role of Goal Accessibility von Fishbach, Ayelet, Dhar, Ravi, Zhang, Ying

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Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation von Labroo, Aparna A., Dhar, Ravi, Schwarz, Norbert

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Negativity Bias and Task Motivation: Testing the Effectiveness of Positively Versus Negatively Framed Incentives von Goldsmith, Kelly, Dhar, Ravi

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The Effect of Forced Choice on Choice von Dhar, Ravi, Simonson, Itamar

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Deciding without Resources: Resource Depletion and Choice in Context von Pocheptsova, Anastasiya, Amir, On, Dhar, Ravi, Baumeister, Roy F.

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Contingent Response to Self-Customization Procedures: Implications for Decision Satisfaction and Choice von Valenzuela, Ana, Dhar, Ravi, Zettelmeyer, Florian

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When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion von GOLDSMITH, KELLY, CHO, EUNICE KIM, DHAR, RAVI

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The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality von MEYVIS, TOM, GOLDSMITH, KELLY, DHAR, RAVI

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Closer to the Creator: Temporal Contagion Explains the Preference for Earlier Serial Numbers von SMITH, ROSANNA K., NEWMAN, GEORGE E., DHAR, RAVI

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Consumer Choice between Hedonic and Utilitarian Goods von Wertenbroch, Klaus, Dhar, Ravi

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Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation von POCHEPTSOVA, ANASTASIYA, LABROO, APARNA A., DHAR, RAVI

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The Shopping Momentum Effect von Dhar, Ravi, Huber, Joel, Khan, Uzma

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Mental Representation and Perceived Similarity: How Abstract Mindset Aids Choice from Large Assortments von XU, JING, JIANG, ZIXI, DHAR, RAVI

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