| Illusionary progress in loyalty programs: Magnitudes, reward distances, and step-size ambiguity R Bagchi, X Li Journal of Consumer Research 37 (5), 888-901, 2011 | 192 | 2011 |
| Beauty in the eyes of its beholders: Effects of design novelty on consumer preference F Liu, Z Zhu, HA Chen, X Li Journal of Retailing and Consumer Services 53, 101969, 2020 | 33 | 2020 |
| Self-construal drives preference for partner and servant brands MH Hsieh, XB Li, SP Jain, V Swaminathan Journal of Business Research 129, 183-192, 2021 | 14 | 2021 |
| The upside of down: Presenting a price in a low or high location influences how consumers evaluate it MJ Barone, KS Coulter, X Li Journal of Retailing 96 (3), 397-410, 2020 | 14 | 2020 |
| Self-construal and feature centrality H Mao, X Li, KK Desai, SP Jain Marketing Letters 27, 781-789, 2016 | 14 | 2016 |
| Anthropomorphism: New insights and implica-tions F Chen, J Sengupta, R Adaval, RP Chen, EW Wan, CE Levy, MH Hsieh, ... Advances in Consumer Research 41, 27-32, 2013 | 11 | 2013 |
| The challenge of being a challenger: Social dominance orientation shapes the impact of “challenger vs. leader” comparisons X Li, MJ Barone, SP Jain, M Kwon Journal of Consumer Psychology 31 (1), 55-71, 2021 | 8 | 2021 |
| When consumers meet humanized brands: Effect of self-construal on brand anthropomorphism MH Hsieh, SP Jain, X Li, V Swaminathan ACR North American Advances, 2013 | 5 | 2013 |
| Power and message framing: the case of comparative advertising X Li, SS Jain, YA Shen, SP Jain Customer Needs and Solutions 8, 41-49, 2021 | 4 | 2021 |
| Thriving in a sinking system: When does a threatening world promote meaningful behaviors X Li, N Agrawal Advances in consumer research 42, 575-77, 2014 | 3 | 2014 |
| Comparative advertising research MH Hsieh, K Blower, X Li, SP Jain, SS Posavac Cracking the code: Leveraging consumer psychology to drive profitability, ME …, 2012 | 3 | 2012 |
| How internal reference prices determine when a price’s location will influence consumer judgments K Kulow, KS Coulter, MJ Barone, X Li Marketing Letters, 1-13, 2022 | 2 | 2022 |
| Location, location, location: When and how low price locations improve consumer price perceptions MJ Barone, KS Coulter, K Kulow, X Li Psychology & Marketing 39 (6), 1190-1203, 2022 | 1 | 2022 |
| Social-Spatial Effects in Pricing: When and How Vertical Orientations Shape Processing of Price Comparisons MJ Barone, X Li, KP Winterich, KB Lyle Customer Needs and Solutions 5, 137-145, 2018 | | 2018 |
| Turning a Blind Eye: When Views of Power Differentials Increase Deal Attractiveness M Barone, X Li, K Lyle, K Winterich ACR North American Advances, 2017 | | 2017 |
| Inspired to Speak Up: Role of Inspiration on Minority Opinion Expression X Li, Z Chen ACR North American Advances, 2017 | | 2017 |
| Illusionary Progress in Loyalty Programs: Moderating Role of Perceived Ease of Estimation and Medium’S Magnitude on Consumer Perceptions R Bagchi, X Li ACR North American Advances, 2010 | | 2010 |
