| This number just feels right: The impact of roundedness of price numbers on product evaluations M Wadhwa, K Zhang Journal of Consumer Research 41 (5), 1172-1185, 2015 | 212 | 2015 |
| A bite to whet the reward appetite: The influence of sampling on reward-seeking behaviors M Wadhwa, B Shiv, SM Nowlis Journal of Marketing Research 45 (4), 403-413, 2008 | 205 | 2008 |
| When busy is less indulging: Impact of busy mindset on self-control behaviors JC Kim, M Wadhwa, A Chattopadhyay Journal of Consumer Research 45 (5), 933-952, 2019 | 81 | 2019 |
| When norms loom larger than the self: Susceptibility of preference–choice consistency to normative influence across cultures K Savani, M Wadhwa, Y Uchida, Y Ding, NVR Naidu Organizational Behavior and Human Decision Processes 129, 70-79, 2015 | 71 | 2015 |
| Can a near win kindle motivation? The impact of nearly winning on motivation for unrelated rewards M Wadhwa, JHC Kim Psychological science 26 (6), 701-708, 2015 | 42 | 2015 |
| When numbers make you feel: Impact of round versus precise numbers on preventive health behaviors M Wadhwa, K Zhang Organizational Behavior and Human Decision Processes 150, 101-111, 2019 | 23 | 2019 |
| Unexpected-framing effect: Impact of framing a product benefit as unexpected on product desire M Wadhwa, JC Kim, A Chattopadhyay, W Wang Journal of Consumer Research 46 (2), 223-245, 2019 | 12 | 2019 |
| The color of indulgence: How dark color influences indulgent consumption K Zhang, M Wadhwa, A Chattopadhyay ACR North American Advances, 2016 | 7 | 2016 |
| Smelling Your Way to Satiety: Impact of Odor Satiation on Subsequent Consumption Related Behaviors S Nowlis, B Shiv, M Wadhwa ACR North American Advances, 2008 | 5 | 2008 |
| Too Busy to Lose Control: Impact of Busyness on Indulgent Consumption Behaviors JHC Kim, M Wadhwa, A Chattopadhyay ACR North American Advances, 2015 | 3 | 2015 |
| Kindling the Motivation System: Impact of Incident Hedonic Cues on Subsequent Goal Pursuit M Wadhwa, B Shiv ACR North American Advances, 2009 | 2 | 2009 |
| The Flavors of Emotions: Interplay of Affect and Decision Making. M Wadhwa Advances in Consumer Research 34, 2007 | 2 | 2007 |
| A Bite to Whet the Reward Appetite: Influence of Sampling on Appetitive Behaviors M Wadhwa, B Shiv, S Nowlis Advances In Consumer Research 33, 154, 2006 | 2 | 2006 |
| Choosing not to get anchored: A choice mindset reduces the anchoring bias K Savani, M Wadhwa Journal of Experimental Social Psychology 112, 104575, 2024 | 1 | 2024 |
| This Number Just Feels Right: the Impact of Roundness of Numbers on Reliance on Feelings Versus Cognition M Wadhwa, K Zhang ACR North American Advances, 2012 | 1 | 2012 |
| The Low Intensity of Light: Behavioral and Fmri Insights Into the Effects of “Light” and “Organic” Claims on Flavor Processing H Plassmann, P Chandon, M Wadhwa, N Linder, B Weber ACR North American Advances, 2012 | 1 | 2012 |
| Reading the Mind of the Consumer: Promises and Challenges of Predictive Methods in Consumer Neuroscience M Hsu, U Karmarkar, K Kassam, T Meyvis, H Plassmann, A Rao, B Shiv, ... Advances in Consumer Research 40, 1102-1103, 2012 | 1 | 2012 |
| The fruit of labor effect M Wadhwa, R Trudel ACR North American Advances, 2010 | 1 | 2010 |
| Choice Mindset and Risk Taking M Wadhwa, N Onuklu Advances in Consumer Research 50, 363-365, 2022 | | 2022 |
| How to Market a Product's Unexpected Benefit M Wadhwa, A Chattopadhyay, JH Kim, W Wang Harvard Business Review, 2019 | | 2019 |
