| Do intentions really predict behavior? Self-generated validity effects in survey research P Chandon, VG Morwitz, WJ Reinartz Journal of marketing 69 (2), 1-14, 2005 | 1003 | 2005 |
| When do purchase intentions predict sales? VG Morwitz, JH Steckel, A Gupta International Journal of Forecasting 23 (3), 347-364, 2007 | 904 | 2007 |
| Withholding consumption: A social dilemma perspective on consumer boycotts S Sen, Z Gürhan-Canli, V Morwitz Journal of Consumer research 28 (3), 399-417, 2001 | 895 | 2001 |
| Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy? VG Morwitz, D Schmittlein Journal of marketing research 29 (4), 391-405, 1992 | 756 | 1992 |
| Divide and prosper: consumers’ reactions to partitioned prices VG Morwitz, EA Greenleaf, EJ Johnson Journal of marketing research 35 (4), 453-463, 1998 | 694 | 1998 |
| Does measuring intent change behavior? VG Morwitz, E Johnson, D Schmittlein Journal of consumer research 20 (1), 46-61, 1993 | 626 | 1993 |
| Penny wise and pound foolish: the left-digit effect in price cognition M Thomas, V Morwitz Journal of consumer Research 32 (1), 54-64, 2005 | 567 | 2005 |
| Consumers' purchase intentions and their behavior V Morwitz Foundations and Trends® in Marketing 7 (3), 181-230, 2014 | 472 | 2014 |
| The mere-measurement effect: Why does measuring intentions change actual behavior? VG Morwitz, GJ Fitzsimons Journal of consumer psychology 14 (1-2), 64-74, 2004 | 428 | 2004 |
| Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy? JS Armstrong, VG Morwitz, V Kumar International journal of forecasting 16 (3), 383-397, 2000 | 376 | 2000 |
| Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment LG Block, VG Morwitz Journal of Consumer Psychology 8 (4), 343-375, 1999 | 355 | 1999 |
| Effects of participative pricing on consumers' cognitions and actions: A goal theoretic perspective S Chandran, VG Morwitz Journal of Consumer Research 32 (2), 249-259, 2005 | 341 | 2005 |
| The effect of measuring intent on brand-level purchase behavior GJ Fitzsimons, VG Morwitz Journal of consumer research 23 (1), 1-11, 1996 | 287 | 1996 |
| The scope and persistence of mere-measurement effects: Evidence from a field study of customer satisfaction measurement UM Dholakia, VG Morwitz Journal of Consumer Research 29 (2), 159-167, 2002 | 236 | 2002 |
| Stated intentions and purchase behavior: A unified model B Sun, VG Morwitz International Journal of Research in Marketing 27 (4), 356-366, 2010 | 218 | 2010 |
| The price of “free”-dom: Consumer sensitivity to promotions with negative contextual influences S Chandran, VG Morwitz Journal of Consumer Research 33 (3), 384-392, 2006 | 207 | 2006 |
| The price does not include additional taxes, fees, and surcharges: A review of research on partitioned pricing EA Greenleaf, EJ Johnson, VG Morwitz, E Shalev Journal of Consumer Psychology 26 (1), 105-124, 2016 | 191 | 2016 |
| The stochastic modeling of purchase intentions and behavior MR Young, WS DeSarbo, VG Morwitz Management science 44 (2), 188-202, 1998 | 189 | 1998 |
| Do polls reflect opinions or do opinions reflect polls? The impact of political polling on voters' expectations, preferences, and behavior VG Morwitz, C Pluzinski Journal of Consumer Research 23 (1), 53-67, 1996 | 179 | 1996 |
| The question–behavior effect: What we know and where we go from here DE Sprott, ER Spangenberg, LG Block, GJ Fitzsimons, VG Morwitz, ... Social influence 1 (2), 128-137, 2006 | 175 | 2006 |