You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility von Kull, Alexander J., Heath, Timothy B.

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The Future Ambiguity Effect: How Narrow Payoff Ranges Increase Future Payoff Appeal von Liu, Yuanyuan, Heath, Timothy B., Onculer, Ayse

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How consumers value transactions that entail using windfall money to offset missed price discounts von Chatterjee, Subimal, Jiraporn, Napatsorn, B. Heath, Timothy, Ierlan, Magdoleen, A. Pitman, Glenn

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Tradeoff between time and money: The asymmetric consideration of opportunity costs von Chatterjee, Subimal, Rai, Dipankar, Heath, Timothy B.

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Innovation Sequences over Iterated Offerings: A Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses von Heath, Timothy B., Chatterjee, Subimal, Basuroy, Suman, Hennig-Thurau, Thorsten, Kocher, Bruno

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The Asymmetric Effects of Extending Brands to Lower and Higher Quality von Heath, Timothy B., DelVecchio, Devon, McCarthy, Michael S.

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Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership von Gentina, Elodie, Butori, Raphaëlle, Heath, Timothy B.

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When signal swamps substance: the effects of multi-unit discount’s positive and negative cues on sales von DelVecchio, Devon, Heath, Timothy B, Chauvin, Max

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Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands: Meta-Analytic and Experimental Evidence von Heath, Timothy B., Chatterjee, Subimal

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The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus von Chatterjee, Subimal, Malshe, Ashwin Vinod, Heath, Timothy B.

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Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence von Heath, Timothy B., Chatterjee, Subimal, France, Karen Russo

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Conflict and Loss Aversion in Multiattribute Choice: The Effects of Trade-Off Size and Reference Dependence on Decision Difficulty von Chatterjee, Subimal, Heath, Timothy B.

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Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages von Heath, Timothy B., Ryu, Gangseog, Chatterjee, Subimal, McCarthy, Michael S., Mothersbaugh, David L., Milberg, Sandra, Gaeth, Gary J.

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The effects of footstep sounds on impression formation and persuasion von Yu, Zhihao, An, Lam, Heath, Timothy B.

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An experimental test of brand insulation against competitor attacks: Effects of consumer heterogeneity and residual desire von DelVecchio, Devon, Heath, Timothy B.

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The susceptibility of mental accounting principles to evaluation mode effects von Chatterjee, Subimal, Heath, Timothy B., Min, Junhong

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The differential processing of price in gains and losses: the effects of frame and need for cognition von Chatterjee, Subimal, Heath, Timothy B., Milberg, Sandra J., France, Karen R.

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New Brands versus Brand Extensions, Attitudes versus Choice: Experimental Evidence for Theory and Practice von McCarthy, Michael S., Heath, Timothy B., Milberg, Sandra J.

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Failing to Suspect Collusion in Price-Matching Guarantees: Consumer Limitations in Game-Theoretic Reasoning von Chatterjee, Subimal, Heath, Timothy B., Basuroy, Suman

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The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches von Heath, Timothy B

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