1. On brands and word of mouth.
2. Deconstructing the "first moment of truth": understanding unplanned consideration and purchase conversion using in-store video tracking.
3. Temporal contiguity and negativity bias in the impact of online word of mouth.
4. Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution.
5. Advertising in a competitive market: the role of product standars, cunsumer learning, and switching cost.
6. Comparing apples to apples or apples to oranges: the role of mental representation in choice difficulty.
7. Comparing the relative effectiveness of advertising channel: a case study of a multimedia blitz campaign.
8. Consumer behavior in "equilibrium": how expericencing physical balance increases compromise choice.
9. Mental representasion and perceived similarity: how abstract mindset aids choice from large assortments