| No pain, no gain: A critical review of the literature on signaling unobservable product quality A Kirmani, AR Rao Journal of marketing 64 (2), 66-79, 2000 | 2896 | 2000 |
| The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review AR Rao, KB Monroe Journal of marketing Research 26 (3), 351-357, 1989 | 2857 | 1989 |
| The moderating effect of prior knowledge on cue utilization in product evaluations AR Rao, KB Monroe Journal of consumer research 15 (2), 253-264, 1988 | 2168 | 1988 |
| The influence of familial and peer-based reference groups on consumer decisions TL Childers, AR Rao Journal of consumer research 19 (2), 198-211, 1992 | 1666 | 1992 |
| Signaling unobservable product quality through a brand ally AR Rao, L Qu, RW Ruekert Journal of marketing research 36 (2), 258-268, 1999 | 1543 | 1999 |
| Brand alliances as signals of product quality AR Rao, RW Ruekert Sloan management review 36, 87-87, 1994 | 1182 | 1994 |
| The effect of prior knowledge on price acceptability and the type of information examined AR Rao, WA Sieben Journal of consumer research 19 (2), 256-270, 1992 | 626 | 1992 |
| It's time to vote: The effect of matching message orientation and temporal frame on political persuasion H Kim, AR Rao, AY Lee Journal of Consumer Research 35 (6), 877-889, 2009 | 394 | 2009 |
| Price premium variations as a consequence of buyers' lack of information AR Rao, ME Bergen Journal of consumer research 19 (3), 412-423, 1992 | 346 | 1992 |
| Cultural differences in consumer impatience H Chen, S Ng, AR Rao Journal of Marketing Research 42 (3), 291-301, 2005 | 336 | 2005 |
| The quality of price as a quality cue AR Rao Journal of marketing research 42 (4), 401-405, 2005 | 297 | 2005 |
| How to fight a price war AR Rao, ME Bergen, S Davis Harvard business review 78 (2), 107-120, 2000 | 276 | 2000 |
| Children's Susceptibility to Peer Group Purchase Influence: An Exploratory Investigation. GR Bachmann, DR John, AR Rao Advances in consumer research 20 (1), 1993 | 273 | 1993 |
| Causes and consequences of price premiums AR Rao, KB Monroe Journal of business, 511-535, 1996 | 269 | 1996 |
| Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study W Hedgcock, AR Rao Journal of Marketing Research 46 (1), 1-13, 2009 | 257 | 2009 |
| When more is less: The impact of base value neglect on consumer preferences for bonus packs over price discounts H Chen, H Marmorstein, M Tsiros, AR Rao Journal of Marketing 76 (4), 64-77, 2012 | 251 | 2012 |
| When two plus two is not equal to four: Errors in processing multiple percentage changes H Chen, AR Rao Journal of Consumer Research 34 (3), 327-340, 2007 | 160 | 2007 |
| Reducing self-control depletion effects through enhanced sensitivity to implementation: Evidence from fMRI and behavioral studies WM Hedgcock, KD Vohs, AR Rao Journal of Consumer Psychology 22 (4), 486-495, 2012 | 130 | 2012 |
| The price of launching a new product: Empirical evidence on factors affecting the relative magnitude of slotting allowances AR Rao, H Mahi Marketing Science 22 (2), 246-268, 2003 | 129 | 2003 |
| Close encounters of two kinds: False alarms and dashed hopes H Chen, AR Rao Marketing Science 21 (2), 178-196, 2002 | 111 | 2002 |
