Teck Hua HO, I P L PNG and S Reza (2017), “Sunk Cost Fallacy in Driving the World's Costliest Cars,” Management Science (forthcoming, articles in advance, published online on March 2, 2017).

Puranam Dinesh, Vishal NARAYAN and Vrinda Kadiyali (2017), “The Effect of Calorie Posting Regulation on Consumer Opinion: A Flexible Latent Dirichlet Allocation Model with Informative Priors,” Marketing Science (accepted).

Morales A C, O Amir and Leonard LEE (2017), “Keeping it Real in Experimental Research: Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior,” Journal of Consumer Research (accepted).

Chen C, Leonard LEE and A Yap (2017), “Control Deprivation Motivates Acquisition of Utilitarian Products,” Journal of Consumer Research, 43(6), 1031-1047.

Teck Hua HO, Juin Kuan CHONG and X Xia (2017), “Yellow taxis have fewer accidents than blue taxis because yellow is more visible than blue,” Proceedings of the National Academy of Sciences of the United States of America, 114(12), 3074-3078.

Song X, F Huang and Xiuping LI (2017), “The Effect of Embarrassment on Preferences for Brand Conspicuousness: The Roles of Self-Esteem and Self-Brand Connection,” Journal of Consumer Psychology, 27(1), 69-83.

Chae I., A. T. Stephen, Y. Bart and Dai YAO (2017), “Spillover Effects in Seeded Word-Of-Mouth Marketing Campaigns,” Marketing Science, 36(1), 89-104.

Gao Yini Sarah, Wei Shi LIM and Christopher Tang (2017), “Entry of Copycats of Luxury Brands,” Marketing Science, 36(2), 272-289.

Schweitzer M, Teck Hua HO and X Zhang (2016), “How Monitoring Influences Trust: A Tale of Two Faces,” Management Science (forthcoming).

Gao Yini Sarah, Wei Shi LIM and Christopher Tang (2016), “The Impact of the Potential Entry of Copycats: Entry Conditions, Consumer Welfare, and Social Welfare,” Decision Sciences (forthcoming).

Lim E A C, Yih Hwai LEE and M D Foo (2016), “Frontline employees’ nonverbal cues in service encounters: a double-edge sword,” Journal of the Academy of Marketing Science (forthcoming).

Junhong CHU and Puneet Manchanda (2016), “Quantifying Cross and Direct Network Effects in Online C2C Platforms,” Marketing Science, 35(6), 870-893.

Juin Kuan CHONG, Teck Hua HO and C Camerer (2016), “A generalized cognitive hierarchy model of games,” Games and Economic Behavior, 99, 257-274.

Yan ZHANG and L Gao (2016), “Wanting Ever More: Acquisition Procedure Motivates Continued Reward Acquisition,” Journal of Consumer Research, 43(2), 230-245.

Chua Geoffrey Ang, Wei Shi LIM and Wee Meng Yeo (2016), “Market Structure and the Value of Overselling Under Stochastic Demands,” European Journal of Operational Research, 252(3), 900-909.

Li Sun, Surendra Rajiv and Junhong CHU (2016), “Beyond the more the merrier: The variety effect and consumer heterogeneity in system markets,” International Journal of Research in Marketing, 33(2), 261-275.

Soo Jiuan TAN and Siok Kuan TAMBYAH (2016), “Shifting Values and Life Satisfaction: A Sequential Cross-sectional Study of the Influence of Values on Subjective Wellbeing in Singapore,” Social Indicators Research, 127(3), 1391-1416.

Camerer C F, A Dreber, E Forsell, Teck Hua HO, J Huber, M Johannesson, M Kirchler, J Almenberg, A Altmejd, T Chan, E Heikensten, F Holzmeister, T Imai, S Isaksson, G Nave, T Pfeiffer, M Razen and H Wu (2016), “Evaluating replicability of laboratory experiments in economics,” Science, 351(6280), 1433-1436.

Cexun Jeffrey CAI and Jagmohan S. Raju (2016), “Keeping Your Enemies Closer: When Market Entry as an Alliance with Your Competitor Makes Sense,” Marketing Science, 35(5), 743-755.

Thorbjornsen H, M Dahlen and Yih Hwai LEE (2016), “The Effect of New Product Preannouncements on the Evaluation of Other Brand Products,” Journal of Product Innovation Management, 33(3), 342-355.

Chen Rui, Yuhuang Zheng and Yan ZHANG (2016), “Fickle Men, Faithful Women: Effects of Mating Cues on Men's and Women's Variety-Seeking Behavior in Consumption,” Journal of Consumer Psychology, 26(2), 275-282.

Leong Siew Meng, Swee Hoon ANG, Joseph A. Cote, Yih Hwai LEE and Michael J. Houston (2016), “What is Consumer Well-Being to Asians?” Social Indicators Research, 126(2), 777-793

Vishal NARAYAN and Vrinda Kadiyali (2016), “Repeated Interactions and Improved Outcomes: An Empirical Analysis of Film Production in the U.S.,” Management Science, 62(2), 591-607.     

Xue YANG and Oleg Urminsky (2015), “The Foresight Effect: Local Optimism Motivates Consistency and Local Pessimism Motivates Variety,” Journal of Consumer Research, 42(3), 361-377.

Elison Lim, Doreen KUM and Yih Hwai LEE (2015), “Understanding how Changes within Service Experiences impact Prospective versus Retrospective Time Judgments,” Journal of the Academy of Marketing Science, 42(6), 730-745.

Vishal NARAYAN, Vithala Rao, and K Sudhir (2015), “Early Adoption of Modern Grocery Retail in an Emerging Market: Evidence from India,” Marketing Science, 34(6), 825-842.

Jochen WIRTZ, Sven Tuzovic and Michael Ehret (2015), “Global Business Services: Increasing Specialization and Integration of the World Economy as Drivers of Economic Growth,” Journal of Service Management, 26(4), 565-587.

Savani K and Dan KING (2015), “Perceiving outcomes as determined by external forces: The role of event construal in attenuating the outcome bias,” Organizational Behavior and Human Decision Processes, 130, 136-146.

Pham M T, O Toubia, A Faraji-Rad and Leonard LEE (2015), “Affective Evaluations Are More Ordinal,” Organizational Behavior and Human Decision Processes, 131, 81-94.

Kreuzbauer, Robert, Dan KING and Shankha Basu (2015), “The Mind in the Object – Psychological Valuation of Materialized Human Expression,” Journal of Experimental Psychology: General, 144(4), 764-787.

Swee Hoon ANG, Elison Ai Ching Lim, Siew Meng Leong and Zhaonan Chen (2015), “In pursuit of Happiness: Effects of Mental Subtraction and Alternative Comparison,” Social Indicators Research, 122(1), 87-103.

Camerer C F, Teck Hua HO and Juin Kuan CHONG (2015), “A Psychological Approach to Strategic Thinking in Games,” Current Opinion in Behavioral Sciences, 3, 157-162.

Leonard LEE (2015), “The Emotional Shopper: Assessing the Effectiveness of Retail Therapy,” Foundations and Trends in Marketing, 8(2), 69-145.

Leonard LEE, M Lee, M Bertini, G Zauberman and D Ariely (2015), “Money, Time, and the Stability of Consumer Preference,” Journal of Marketing Research, 52(2), 184-199.

S Sriram, Puneet Manchanda, Junhong CHU and et al (2015), “Platforms: a multiplicity of research opportunities,” Marketing Letters, 26(2), 141-152.

Sheryl E. Kimes and Jochen WIRTZ (2015), “Revenue Management: Advanced Strategies and Tools to Enhance Firm Profitability,” Foundations and Trends in Marketing, 8(1), 1-68.

Feng S, Krishnan TRICHY and S A Thomas (2015), “To retain or upgrade: The effects of direct mails on regular donation behaviour,” International Journal of Research in Marketing, 32(1), 48-63.

Teck Hua HO and Catherine Yeung (2015), “How a One-Time Incentive Induce Long-Term Behavioral Change?” California Management Review, 57(2), 113-128.

Yan ZHANG and Jane Risen (2014), “Embodied motivation: Seeking social warmth to reduce physical coldness,” Journal of Personality and Social Psychology, 107(6), 965-977.

Xiuping LI and Meng Zhang (2014), “The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness,” Journal of Consumer Research, 41(4), 1078-1088.

Frederick S, Leonard LEE and E Baskin (2014), “The Limits of Attraction,” Journal of Marketing Research, 51(4), 487-507.

Teck Hua HO and Catherine Yeung (2014), “Giving Feedback to Clients,” Management Science, 60(8), 1926-1944.

Yan ZHANG, J Risen and C Hosey (2014), “Reversing one’s fortune by pushing away bad luck,” Journal of Experimental Psychology-General, 143(3), 1171-1184.

Shen Qiaowei and Ping XIAO (2014), “McDonald's and KFC in China: Competitors or Companions,” Marketing Science, 33(2), 287-307.

Leonard LEE and C Tsai (2014), “The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience,” Journal of Consumer Research, 40(5), 943-959.

Jochen WIRTZ, Ping XIAO, Jeongwen Chiang and Naresh Malhotra (2014), “Contrasting the drivers of switching intent and switching behaviour in contractual service settings,” Journal of Retailing, 90(4), 463-480.

Neslin S A, K Jerath, A Badapati, E T Bradlow, J Deighton, S Gensler, Leonard LEE, E Montaguti, R Telang, R Venkatesan, P C Verhoef and J Zhang (2014), “The Interrelationships between Brand and Channel Choice,” Marketing Letters, 25(3), 319-330.

Zwebner Y, Leonard LEE and J Goldenberg (2014), “The Temperature Premium: Warmer Temperatures Increase Object Valuation,” Journal of Consumer Psychology, 24(2), 251-259.

Teck Hua HO, X Su and Y WU (2014), “Distributional and Peer-induced Fairness in Supply Chain Contract Design,” Production and Operations Management, 23(2), 161-175.

Zhao Yi, Sha Yang, Vishal NARAYAN and Ying Zhao (2013), “Modelling Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169.

Chae B, Xiuping LI and J. Zhu (2013), “Judging Product Effectiveness from Perceived Spatial Proximity,” Journal of Consumer Research, 40(2), 317-335.

Chen Xinlei (Jack), Yuxin Chen and Ping XIAO (2013), “The Impact of Sampling and Network Topology on the Estimation of Social Inter-correlations,” Journal of Marketing Research, 50(1), 95-110.

Teck Hua HO and X Su (2013), “A dynamic level-k model in sequential games,” Management Science, 59(2), 452-469.

John E.G. Bateson, Jochen WIRTZ, Eugene F. Burke and Carly J. Vaughan (2013), “When Hiring, First Test, and Then Interview,” Harvard Business Review, 91(11), 34.

Wei Shi LIM and C S Tang (2013), “Advance Selling in the Presence of Speculators and Forward-Looking Consumers,” Production and Operations Management, 22(3), 571-587.

Junhong CHU (2013), “Quantifying Nation Equity with Sales Data: A Structural Approach,” International Journal of Research in Marketing, 30(1), 19-35.

Huang X., Xiuping LI and M. Zhang (2013), “Seeing the Brand Social Role: How Relative Physical Position Influences Social Role Perceptions,” Journal of Consumer Psychology, 23(4), 509-514. 

Yan ZHANG and Epley N (2012), “Exaggerated, Mispredicted, and Misapplied: When "It's the Thought that Counts" in Gift Exchanges,” Journal of Experimental Psychology-General, 141(4), 667-681.

Zhang M and Xiuping LI (2012), “From Physical Weight to Psychological Significance: the Contribution of Semantic Activations,” Journal of Consumer Research, 38(6), 1063-1075.

Teck Hua HO, S Li, S E Park and Z J Max Shen (2012), “Customer influence value and purchase acceleration in new product diffusion,” Marketing Science, 31(2), 236-256.

Chintagunta Pradeep, Junhong CHU and Javier Cebollada (2012), “Quantifying Transaction Costs in Online / Offline Grocery Channel Choice,” Marketing Science, 31(1), 96-114.

Trichy KRISHNAN, P B Seetharaman and D Vakratsas (2012), “The Multiple Roles of Interpersonal Communication in New Product Growth,” International Journal of Research in Marketing, 29(3), 292-305.

Goldfarb A, Teck Hua HO, W Amaldoss, A L Brown, Y Chen, T H Cui, A Galasso, T Hossain, M Hsu, N Lim, M Xiao and B Yang (2012), “Behavioural Models of Managerial Decision Making,” Marketing Letters, 23(2), 405-421.

Som Anirban and Yih Hwai LEE (2012), “The Joint Effects of Choice Assortment and Regulatory Focus on Choice Behaviour,” International Journal of Research in Marketing, 29(2), 202-209.

Dan KING and C Janiszewski (2011), “Affect-Gating,” Journal of Consumer Research, 38(4), 697-711.

Ping XIAO, C Tang and Jochen WIRTZ (2011), “Optimizing Referral Reward Programs Under Impression Management Considerations,” European Journal of Operational Research, 215(3), 730-739.

Dan KING and C Janiszewski (2011), “The Sources and Consequences of the Fluent Processing of Numbers,” Journal of Marketing Research, 48(2), 327-347.

Junhong CHU and P Chintagunta (2011), “An Empirical Test of Warranty Theories in the US Server and Automobile Markets,” Journal of Marketing, 75(2), 75-92.

Trichy KRISHNAN, T Beebe and S Feng (2011), “Long-term demand forecasting for oil-rigs,” International Journal of Forecasting, 27(4), 1160-1177.

Doreen KUM and Yih Hwai LEE (2011), “The Joint Effects of Advertising and Product Trial: A Source-monitoring Perspective,” Marketing Letters, 22(3), 213-226.

Soo Jiuan TAN and Siok Kuan TAMBYAH (2011), “Generalized Trust and Trust in Institutions in Confucian Asia,” Social Indicators Research, 103(3), 357-377.

Jochen WIRTZ (2011), “How to Deal with Customers Shakedowns,” Harvard Business Review, 89(4), 24.