| The A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice JR Priester, D Nayakankuppam, MA Fleming, J Godek Journal of consumer research 30 (4), 574-587, 2004 | 305 | 2004 |
| The endowment effect: Rose-tinted and dark-tinted glasses D Nayakankuppam, H Mishra Journal of Consumer Research 32 (3), 390-395, 2005 | 175 | 2005 |
| Money: A bias for the whole H Mishra, A Mishra, D Nayakankuppam Journal of Consumer Research 32 (4), 541-549, 2006 | 155 | 2006 |
| Brand congruity and comparative advertising: When and why comparative advertising leads to greater elaboration J Priester, J Godek, DJ Nayakankuppum, K Park Journal of Consumer Psychology 14 (1-2), 115-123, 2004 | 99 | 2004 |
| Strength without elaboration: The role of implicit self-theories in forming and accessing attitudes JH Kwon, D Nayakankuppam Journal of Consumer Research 42 (2), 316-339, 2015 | 75 | 2015 |
| Drug information–seeking intention and behavior after exposure to direct-to-consumer advertisement of prescription drugs Y Liu, WR Doucette, KB Farris, D Nayakankuppam Research in Social and Administrative Pharmacy 1 (2), 251-269, 2005 | 49 | 2005 |
| How salary receipt affects consumers’ regulatory motivations and product preferences H Mishra, A Mishra, D Nayakankuppam Journal of Marketing 74 (5), 93-103, 2010 | 44 | 2010 |
| The blissful ignorance effect: Pre-versus post-action effects on outcome expectancies arising from precise and vague information H Mishra, B Shiv, D Nayakankuppam Journal of Consumer Research 35 (4), 573-585, 2008 | 44 | 2008 |
| The group-contagion effect: The influence of spatial groupings on perceived contagion and preferences A Mishra, H Mishra, D Nayakankuppam Psychological Science 20 (7), 867-870, 2009 | 39 | 2009 |
| Seeing through the heart's eye: The interference of system 1 in system 2 H Mishra, A Mishra, D Nayakankuppam Marketing Science 26 (5), 666-678, 2007 | 32 | 2007 |
| Revisiting attribute framing: The impact of number roundedness on framing G Jain, GJ Gaeth, D Nayakankuppam, IP Levin Organizational Behavior and Human Decision Processes 161, 109-119, 2020 | 26 | 2020 |
| Construction and retrieval of evaluative judgments: The attitude strength moderation model D Nayakankuppam, JR Priester, JH Kwon, LAN Donovan, RE Petty Journal of Experimental Social Psychology 76, 54-66, 2018 | 23 | 2018 |
| The content of a brand scandal moderating the effect of thinking style on the scandal’s spillover Y Lee, N Youn, D Nayakankuppam Building Connections 39, 523, 2011 | 13 | 2011 |
| Numerosity and allocation behavior: Insights using the dictator game S Shrivastava, G Jain, D Nayakankuppam, GJ Gaeth, IP Levin Judgment and Decision Making 12 (6), 527-536, 2017 | 12 | 2017 |
| Perceptual anchoring and adjustment G Jain, D Nayakankuppam, GJ Gaeth Journal of Behavioral Decision Making 34 (4), 581-592, 2021 | 10 | 2021 |
| Consistency and validity issues in consumer judgments A Mishra, D Nayakankuppam Journal of Consumer Research 33 (3), 291-303, 2006 | 10 | 2006 |
| Contagious endowment effects across transactions TH Pyo, JH Kwon, T Gruca, D Nayakankuppam European Journal of Marketing 55 (8), 2122-2145, 2021 | 6 | 2021 |
| Sustainable behavior and holistic thinking Y Lee, N Youn, D Nayakankuppam Communicating sustainability for the green economy, 98-113, 2015 | 6 | 2015 |
| Patient preferences and willingness-to-pay for community pharmacy-led Medicare Part D consultation services: A discrete choice experiment LT Murry, B Viyurri, CG Chapman, MJ Witry, KA Kennelty, ... Research in Social and Administrative Pharmacy 19 (5), 764-772, 2023 | 5 | 2023 |
| The influence of mindset abstraction on preference for mixed versus extreme approaches to multigoal pursuits FC Lu, J Park, D Nayakankuppam Journal of Consumer Psychology 33 (1), 62-76, 2023 | 5 | 2023 |
