| Consumer choice between hedonic and utilitarian goods R Dhar, K Wertenbroch Journal of marketing research 37 (1), 60-71, 2000 | 3481 | 2000 |
| Procrastination, deadlines, and performance: Self-control by precommitment D Ariely, K Wertenbroch Psychological science 13 (3), 219-224, 2002 | 1948 | 2002 |
| Measuring consumers' willingness to pay at the point of purchase K Wertenbroch, B Skiera Journal of marketing research 39 (2), 228-241, 2002 | 1141 | 2002 |
| Consumption self-control by rationing purchase quantities of virtue and vice K Wertenbroch Marketing science 17 (4), 317-337, 1998 | 1121 | 1998 |
| Option attachment: When deliberating makes choosing feel like losing Z Carmon, K Wertenbroch, M Zeelenberg Journal of Consumer research 30 (1), 15-29, 2003 | 547 | 2003 |
| Consumer control and empowerment: a primer L Wathieu, L Brenner, Z Carmon, A Chattopadhyay, K Wertenbroch, ... Marketing Letters 13, 297-305, 2002 | 535 | 2002 |
| A behavioral decision theory perspective on hedonic and utilitarian choice U Khan, R Dhar, K Wertenbroch Inside consumption, 144-165, 2005 | 471 | 2005 |
| When do losses loom larger than gains? D Ariely, J Huber, K Wertenbroch Journal of Marketing Research 42 (2), 134-138, 2005 | 435 | 2005 |
| The psychology of intertemporal discounting: Why are distant events valued differently from proximal ones? D Soman, G Ainslie, S Frederick, X Li, J Lynch, P Moreau, A Mitchell, ... Marketing Letters 16, 347-360, 2005 | 340 | 2005 |
| Consumer choice and autonomy in the age of artificial intelligence and big data Q André, Z Carmon, K Wertenbroch, A Crum, D Frank, W Goldstein, ... Customer needs and solutions 5, 28-37, 2018 | 325 | 2018 |
| On the perceived value of money: The reference dependence of currency numerosity effects K Wertenbroch, D Soman, A Chattopadhyay Journal of Consumer Research 34 (1), 1-10, 2007 | 221* | 2007 |
| Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice R Dhar, K Wertenbroch Journal of Marketing Research, 1-11, 2012 | 211 | 2012 |
| Autonomy in consumer choice K Wertenbroch, RY Schrift, JW Alba, A Barasch, A Bhattacharjee, ... Marketing letters 31, 429-439, 2020 | 118 | 2020 |
| How behavioral decision research can enhance consumer welfare: From freedom of choice to paternalistic intervention RK Ratner, D Soman, G Zauberman, D Ariely, Z Carmon, PA Keller, ... Marketing Letters 19, 383-397, 2008 | 112 | 2008 |
| Indeterminacy and live television J Vosgerau, K Wertenbroch, Z Carmon Journal of Consumer Research 32 (4), 487-495, 2006 | 102 | 2006 |
| The value heuristic in judgments of relative frequency X Dai, K Wertenbroch, CM Brendl Psychological Science 19 (1), 18-19, 2008 | 91 | 2008 |
| Self-rationing: Self-control in consumer choice K Wertenbroch in Time and Decision: Economic and Psychological Perspectives on …, 2003 | 85 | 2003 |
| Consumption self-control via purchase quantity rationing K Wertenbroch Marketing Science 17 (4), 317-37, 1998 | 60 | 1998 |
| Performance Pay or Redistribution? Cultural Differences in Just-World Beliefs and Preferences for Wage Inequality DH Frank, K Wertenbroch, WW Maddux Organizational Behavior and Human Decision Processes 130 (September), 160-170, 2015 | 50 | 2015 |
| Designing AI systems that customers won’t hate Z Carmon, R Schrift, K Wertenbroch, H Yang MIT Sloan Management Review 61 (2), 1-6, 2019 | 38 | 2019 |
