Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol S Bellezza, N Paharia, A Keinan Journal of Consumer Research 44 (1), 118-138, 2017 | 481 | 2017 |
The underdog effect: The marketing of disadvantage and determination through brand biography N Paharia, A Keinan, J Avery, JB Schor Journal of Consumer Research 37 (5), 775-790, 2011 | 444 | 2011 |
Should your brand pick a side? How market share determines the impact of corporate political advocacy C Hydock, N Paharia, S Blair Journal of Marketing Research 57 (6), 1135-1151, 2020 | 267 | 2020 |
Dirty work, clean hands: The moral psychology of indirect agency N Paharia, KS Kassam, JD Greene, MH Bazerman Organizational behavior and human decision processes 109 (2), 134-141, 2009 | 216 | 2009 |
Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption JJ Sun, S Bellezza, N Paharia Journal of Marketing 85 (3), 28-43, 2021 | 192 | 2021 |
Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning N Paharia, KD Vohs, R Deshpandé Organizational Behavior and Human Decision Processes 121 (1), 81-88, 2013 | 185 | 2013 |
Positioning brands against large competitors to increase sales N Paharia, J Avery, A Keinan Journal of Marketing Research 51 (6), 647-656, 2014 | 160 | 2014 |
Who is wary of user design? The role of power-distance beliefs in preference for user-designed products N Paharia, V Swaminathan Journal of Marketing 83 (3), 91-107, 2019 | 122 | 2019 |
The consumer response to corporate political advocacy: A review and future directions C Hydock, N Paharia, TJ Weber Customer needs and solutions 6, 76-83, 2019 | 98 | 2019 |
Who receives credit or blame? The effects of made-to-order production on responses to unethical and ethical company production practices N Paharia Journal of Marketing 84 (1), 88-104, 2020 | 65 | 2020 |
The strategic use of brand biographies J Avery, N Paharia, A Keinan, JB Schor Research in consumer behavior, 213-229, 2010 | 56 | 2010 |
The symbolic value of time A Keinan, S Bellezza, N Paharia Current opinion in psychology 26, 58-61, 2019 | 51 | 2019 |
Sweatshop labor is wrong unless the jeans are cute: Motivated moral disengagement N Paharia, R Deshpandé Harvard Business School, 2009 | 34 | 2009 |
Shedding light on the dark side of firm lobbying: A customer perspective GG Vadakkepatt, S Arora, KD Martin, N Paharia Journal of Marketing 86 (3), 79-97, 2022 | 31 | 2022 |
Emotional marketing: How pride and compassion impact preferences for underdog and top dog brands M Staton, N Paharia, C Oveis Advances in Consumer Research 40, 1045-1046, 2012 | 26 | 2012 |
A Harvest Too Large?: A Framework for Educational Abundance T Batson, N Paharia, MSV Kumar Opening up education: The collective advancement of education through open …, 2008 | 24 | 2008 |
Capitalizing on the underdog effect A Keinan, J Avery, N Paharia Harvard Business Review 88 (11), 2010 | 23 | 2010 |
The brand value of earnings: An event study of consumer responses to earnings announcements MD Kimbrough, N Paharia, X Wang, S Wei The Accounting Review 99 (3), 259-285, 2024 | 6 | 2024 |
When underdog narratives backfire: The effect of perceived market advantage on brand status N Paharia, DV Thompson ACR North American Advances, 2014 | 6 | 2014 |
Should your brand pick a side? How market share determines the impact of divisive corporate political stances C Hydock, N Paharia, S Blair NIM Marketing Intelligence Review 13 (2), 26-31, 2021 | 5 | 2021 |