| Smile big or not? Effects of smile intensity on perceptions of warmth and competence Z Wang, H Mao, YJ Li, F Liu Journal of Consumer Research 43 (5), 787-805, 2017 | 281 | 2017 |
| Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model H Mao, HS Krishnan Journal of Consumer Research 33 (1), 41-49, 2006 | 176 | 2006 |
| The influence of chronic and situational self-construal on categorization SP Jain, KK Desai, H Mao Journal of Consumer Research 34 (1), 66-76, 2007 | 113 | 2007 |
| Adapting to succeed? Leveraging the brand equity of best sellers to succeed at the box office A Joshi, H Mao Journal of the Academy of Marketing Science 40, 558-571, 2012 | 90 | 2012 |
| It's not whether you win or lose, it's how you play the game? The role of process and outcome in experience consumption X Yang, H Mao, LA Peracchio Journal of Marketing Research 49 (6), 954-966, 2012 | 70 | 2012 |
| Good guys can finish first: How brand reputation affects extension evaluations ZS Johnson, H Mao, S Lefebvre, J Ganesh Journal of consumer psychology 29 (4), 565-583, 2019 | 69 | 2019 |
| The construal (in) compatibility effect: The moderating role of a creative mind-set X Yang, T Ringberg, H Mao, LA Peracchio Journal of Consumer research 38 (4), 681-696, 2011 | 57 | 2011 |
| Consumer responses to brand elimination: An attributional perspective H Mao, X Luo, SP Jain Journal of Consumer Psychology 19 (3), 280-289, 2009 | 49 | 2009 |
| A sweet romance: Divergent effects of romantic stimuli on the consumption of sweets X Yang, H Mao, L Jia, MG Bublitz Journal of Consumer Research 45 (6), 1213-1229, 2019 | 25 | 2019 |
| Brand extensions via complements or substitutes: The moderating role of manufacturing transferability H Mao, B John Mariadoss, R Echambadi, PR Chennamaneni Marketing Letters 23, 279-292, 2012 | 20 | 2012 |
| Consumer responses toward symmetric versus asymmetric facial expression emojis GS Urumutta Hewage, Y Liu, Z Wang, H Mao Marketing Letters 32, 219-230, 2021 | 16 | 2021 |
| Self-construal and feature centrality H Mao, X Li, KK Desai, SP Jain Marketing Letters 27, 781-789, 2016 | 14 | 2016 |
