| Heart and mind in conflict: The interplay of affect and cognition in consumer decision making B Shiv, A Fedorikhin Journal of consumer Research 26 (3), 278-292, 1999 | 3127 | 1999 |
| Marketing actions can modulate neural representations of experienced pleasantness H Plassmann, J O'doherty, B Shiv, A Rangel Proceedings of the national academy of sciences 105 (3), 1050-1054, 2008 | 1629 | 2008 |
| Placebo effects of marketing actions: Consumers may get what they pay for B Shiv, Z Carmon, D Ariely Journal of marketing Research 42 (4), 383-393, 2005 | 880 | 2005 |
| Investment behavior and the negative side of emotion B Shiv, G Loewenstein, A Bechara, H Damasio, AR Damasio Psychological science 16 (6), 435-439, 2005 | 809 | 2005 |
| The role of emotion in decision making: A cognitive neuroscience perspective N Naqvi, B Shiv, A Bechara Current directions in psychological science 15 (5), 260-264, 2006 | 688 | 2006 |
| Commercial features of placebo and therapeutic RL Waber, B Shiv, Z Carmon, D Ariely Jama 299 (9), 1016-1017, 2008 | 634 | 2008 |
| Consumer neuroscience: applications, challenges, and possible solutions H Plassmann, V Venkatraman, S Huettel, C Yoon Journal of marketing research 52 (4), 427-435, 2015 | 586 | 2015 |
| Nonconscious goals and consumer choice TL Chartrand, J Huber, B Shiv, RJ Tanner Journal of consumer research 35 (2), 189-201, 2008 | 586 | 2008 |
| The impact of anticipating satisfaction on consumer choice B Shiv, J Huber Journal of Consumer Research 27 (2), 202-216, 2000 | 575 | 2000 |
| The “shaken self”: Product choices as a means of restoring self-view confidence L Gao, SC Wheeler, B Shiv Journal of consumer research 36 (1), 29-38, 2009 | 572 | 2009 |
| Let us eat and drink, for tomorrow we shall die: Effects of mortality salience and self-esteem on self-regulation in consumer choice R Ferraro, B Shiv, JR Bettman Journal of consumer research 32 (1), 65-75, 2005 | 401 | 2005 |
| Non-conscious influences on consumer choice GJ Fitzsimons, JW Hutchinson, P Williams, JW Alba, TL Chartrand, ... Marketing Letters 13, 269-279, 2002 | 382 | 2002 |
| Factors affecting the impact of negatively and positively framed ad messages B Shiv, JA Edell, JW Payne Journal of Consumer Research 24 (3), 285-294, 1997 | 358 | 1997 |
| Dissociating valuation and saliency signals during decision-making A Litt, H Plassmann, B Shiv, A Rangel Cerebral cortex 21 (1), 95-102, 2011 | 310 | 2011 |
| Neural correlates of adaptive decision making for risky gains and losses JA Weller, IP Levin, B Shiv, A Bechara Psychological Science 18 (11), 958-964, 2007 | 308 | 2007 |
| Spontaneous versus controlled influences of stimulus-based affect on choice behavior B Shiv, A Fedorikhin Organizational Behavior and Human Decision Processes 87 (2), 342-370, 2002 | 281 | 2002 |
| Does elaboration increase or decrease the effectiveness of negatively versus positively framed messages? B Shiv, JA Edell Britton, JW Payne Journal of consumer research 31 (1), 199-208, 2004 | 255 | 2004 |
| Effects of source congruity on brand attitudes and beliefs: The moderating role of issue‐relevant elaboration A Kirmani, B Shiv Journal of Consumer Psychology 7 (1), 25-47, 1998 | 248 | 1998 |
| The dark side of emotion in decision-making: When individuals with decreased emotional reactions make more advantageous decisions B Shiv, G Loewenstein, A Bechara Cognitive brain research 23 (1), 85-92, 2005 | 224 | 2005 |
| The lonely consumer: Loner or conformer? J Wang, R Zhu, B Shiv Journal of Consumer Research 38 (6), 1116-1128, 2012 | 210 | 2012 |
Hilke PlassmannINSEAD Chaired Professor of Decision NeuroscienceEmail verificata su insead.edu