| The happiness of giving: The time-ask effect W Liu, J Aaker Journal of consumer research 35 (3), 543-557, 2008 | 627 | 2008 |
| Variety, vice, and virtue: How assortment size influences option choice A Sela, J Berger, W Liu Journal of Consumer Research 35 (6), 941-951, 2009 | 409 | 2009 |
| Focusing on desirability: The effect of decision interruption and suspension on preferences W Liu Journal of consumer research 35 (4), 640-652, 2008 | 168 | 2008 |
| Do you look to the future or focus on today? The impact of life experience on intertemporal decisions W Liu, J Aaker Organizational Behavior and Human Decision Processes 102 (2), 212-225, 2007 | 148 | 2007 |
| Bringing us together or driving us apart: The effect of soliciting consumer input on consumers’ propensity to transact with an organization W Liu, D Gal Journal of Consumer Research 38 (2), 242-259, 2011 | 127 | 2011 |
| Is planning good for you? The differential impact of planning on self-regulation C Townsend, W Liu Journal of Consumer Research 39 (4), 688-703, 2012 | 120 | 2012 |
| Grapes of wrath: The angry effects of self-control D Gal, W Liu Journal of Consumer Research 38 (3), 445-458, 2011 | 75 | 2011 |
| A new look at constructed choice processes D Griffin, W Liu, U Khan Marketing Letters 16, 321-333, 2005 | 53 | 2005 |
| How context affects choice R Thomadsen, RP Rooderkerk, O Amir, N Arora, B Bollinger, K Hansen, ... Customer Needs and Solutions 5, 3-14, 2018 | 44 | 2018 |
| Transient and specific inactivation of Drosophila neurons in vivo using a native ligand-gated ion channel WW Liu, RI Wilson Current Biology 23 (13), 1202-1208, 2013 | 34 | 2013 |
| The effect of an interruption on risk decisions DM Kupor, W Liu, O Amir Journal of Consumer Research 44 (6), 1205-1219, 2018 | 32 | 2018 |
| The endowment effect: Loss aversion or a buy-sell discrepancy? G Smitizsky, W Liu, U Gneezy Journal of Experimental Psychology: General 150 (9), 1890, 2021 | 22 | 2021 |
| What makes people happy? Decoupling the experiential‐material continuum E Weingarten, K Duke, W Liu, RW Hamilton, O Amir, G Appel, M Cerf, ... Journal of Consumer Psychology 33 (1), 97-106, 2023 | 15 | 2023 |
| The benefits of asking for time W Liu na, 2010 | 13 | 2010 |
| The impact of psychological distance on charitable fundraising C Olivola, W Liu Advances in consumer research 36, 190-194, 2009 | 8 | 2009 |
| Divergent temporal courses for liking versus wanting in response to persuasion. M Joo, W Liu, KC Wilbur Emotion 20 (2), 261, 2020 | 4 | 2020 |
| Take It or Leave it?'-The Effect of Explicit Comparisons on Commitment to Purchase W Liu, I Simonson Advances in Consumer Research 32, 453, 2005 | 4 | 2005 |
| On the value (s) of time: Workers’ value of their time depends on mode of valuation G Smitizsky, W Liu, U Gneezy Proceedings of the National Academy of Sciences 118 (34), e2105710118, 2021 | 3 | 2021 |
| Effect of co-payment on behavioral response to consumer genomic testing W Liu, JJ Outlaw, N Wineinger, D Boeldt, CS Bloss Translational Behavioral Medicine 8 (1), 130-136, 2018 | 3 | 2018 |
| Reflective versus transactional mindsets in donation requests: the “time-ask” effect W Liu, J Aaker The Proceedings of the Society for Consumer Psychology 2008 Winter …, 2008 | 3 | 2008 |
