| Making your online voice loud: the critical role of WOM information M Huang, F Cai, ASL Tsang, N Zhou European Journal of Marketing 45 (7/8), 1277-1297, 2011 | 315 | 2011 |
| Overearning CK Hsee, J Zhang, CF Cai, S Zhang Psychological science 24 (6), 852-859, 2013 | 83 | 2013 |
| Boomerang effects of low price discounts: How low price discounts affect purchase propensity F Cai, R Bagchi, DK Gauri Journal of Consumer Research 42 (5), 804-816, 2016 | 73 | 2016 |
| The effect of location on Price estimation: understanding number–location and number–order associations F Cai, H Shen, MK Hui Journal of Marketing Research 49 (5), 718-724, 2012 | 64 | 2012 |
| The impact of mortality salience on the relative effectiveness of donation appeals F Cai, RS Wyer Jr Journal of Consumer Psychology 25 (1), 101-112, 2015 | 48 | 2015 |
| Do promotions make consumers more generous? The impact of price promotions on consumers’ donation behavior K Zhang, F Cai, Z Shi Journal of Marketing 85 (3), 240-255, 2021 | 33 | 2021 |
| The interactive effects of bitter flavor and mood on the decision to spend or save money F Cai, Z Yang, RS Wyer Jr, AJ Xu Journal of Experimental Social Psychology 70, 48-58, 2017 | 25 | 2017 |
| The generalization of deliberative and automatic behavior: The role of procedural knowledge and affective reactions H Shen, RS Wyer Jr, F Cai Journal of Experimental Social Psychology 48 (4), 819-828, 2012 | 24 | 2012 |
| The Interaction Effect of Mood and Price Level on Purchase Intention. F Cai, F Tang, JM Jia Advances in consumer research 36, 2009 | 10 | 2009 |
| How does omnichannel marketing enable businesses to cope with COVID-19? Evidence from a large-scale field experiment M Zhuang, E Fang, F Cai Evidence from a Large-Scale Field Experiment (July 1, 2020), 2020 | 9 | 2020 |
| “We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons E Fang, B Dong, M Zhuang, F Cai Journal of Marketing 87 (3), 451-471, 2023 | 5 | 2023 |
| Are people less generous after a family member gives to charity? The interaction of self-construal and relationship type X Zhao, F Cai, Z Yang International Journal of Research in Marketing 40 (2), 398-416, 2023 | 2 | 2023 |
| How the interplay of variety and processing strategy affects calorie estimates L Shen, F Cai, RS Wyer Jr Journal of Business Research 147, 97-107, 2022 | 1 | 2022 |
| The Number-Location Association and Its Marketing Implications F Cai, H Shen, K Hui BUILDING CONNECTIONS 39, 471, 2011 | 1 | 2011 |
| M6. Approaching Negative Experience L Shen, F Cai, Y Yu ACR North American Advances, 2018 | | 2018 |
| The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation L Shen, F Cai, Y Yu ACR North American Advances, 2018 | | 2018 |
| The interactive effects of bitter flavor and mood on the decision to spend or save money (vol 70, pg 48, 2017) F Cai, Z Yang, RS Wyer Jr, AJ Xu JOURNAL OF EXPERIMENTAL SOCIAL PSYCHOLOGY 71, 151-152, 2017 | | 2017 |
| " The interactive effects of bitter flavor and mood on the decision to spend or save money": Corrigendum. F Cai, Z Yang, RS Wyer Jr, AJ Xu Elsevier Science, 2017 | | 2017 |
| 9-H: Does Larger Portion Sizes=> Lower Calories? How Healthiness Beliefs Impact Calorie Estimation J Xie, F Cai, R Bagchi ACR North American Advances, 2017 | | 2017 |
| The Impact of Visual Imbalance on Consumers' Donation Behavior. F Cai, CK Hsee, J Xie Advances in Consumer Research 44, 2016 | | 2016 |
