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- 1988Prospect theory: An analysis of decision under risk32,475 cited
- 1974Judgment under Uncertainty: Heuristics and Biases28,742 cited
- 1975Judgment under Uncertainty: Heuristics and Biases22,647 cited
- 1984Choices, values, and frames.6,505 cited
- 2013Choices, Values, and Frames5,320 cited
- 1985Mental Accounting and Consumer Choice4,875 cited
- 1970Marketing Research3,552 cited
- 2008Mental Accounting and Consumer Choice3,415 cited
- 1998The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions1,299 cited
- 1998The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions994 cited
- 1977Prospect Theory. An Analysis of Decision Making Under Risk865 cited
- 1954The Theory of Price.850 cited
- 1986Decision Making Under Ambiguity626 cited
- 1994Contextual and Temporal Components of Reference Price522 cited
- 1988The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search
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