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• 2002Measuring Consumers' Willingness to Pay at the Point of Purchase745 cited
• 2011How Should Consumers’ Willingness to Pay be Measured? An Empirical Comparison of State-of-the-Art Approaches443 cited
• 2017Contingent Valuation in Practice324 cited
• 2008Indian consumers' purchase intention toward a United States versus local brand288 cited
• 1992Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions282 cited
• 2003Contingent Valuation in Practice235 cited
• 2005Perspectives on consumer decision making: an integrated approach218 cited
• 1975BRANDAID: A Marketing-Mix Model, Part 1: Structure208 cited
• 2005The Quality of Price as a Quality Cue203 cited
• 1971Measuring Price Thresholds by Psychophysics and Latitudes of Acceptance186 cited
• 1982Scarcity and consumer choice behavior184 cited
• 1977The Effects of Price, Store Image, and Product and Respondent Characteristics on Perceptions of Quality176 cited
• 1991Product Quality: An Investigation into the Concept and How It Is Perceived by Consumers173 cited
• 1991A Reservation-Price Model for Optimal Pricing of Multiattribute Products in Conjoint Analysis170 cited