| How endowed versus earned progress affects consumer goal commitment and motivation Y Zhang, SC Huang Journal of Consumer Research 37 (4), 641-654, 2010 | 123 | 2010 |
| Motivational consequences of perceived velocity in consumer goal pursuit SC Huang, Y Zhang Journal of Marketing Research 48 (6), 1045-1056, 2011 | 103 | 2011 |
| So near and yet so far: The mental representation of goal progress. S Huang, Y Zhang, SM Broniarczyk Journal of personality and social psychology 103 (2), 225, 2012 | 101 | 2012 |
| Counteractive construal in consumer goal pursuit Y Zhang, S Huang, SM Broniarczyk Journal of Consumer Research 37 (1), 129-142, 2010 | 88 | 2010 |
| Step by step: Sub-goals as a source of motivation S Huang, L Jin, Y Zhang Organizational Behavior and Human Decision Processes 141, 1-15, 2017 | 75 | 2017 |
| From close to distant: The dynamics of interpersonal relationships in shared goal pursuit S Huang, SM Broniarczyk, Y Zhang, M Beruchashvili Journal of Consumer Research 41 (5), 1252-1266, 2015 | 72 | 2015 |
| Been there, done that: The impact of effort investment on goal value and consumer motivation Y Zhang, J Xu, Z Jiang, SC Huang Journal of Consumer Research 38 (1), 78-93, 2011 | 65 | 2011 |
| All roads lead to Rome: The impact of multiple attainment means on motivation. S Huang, Y Zhang Journal of Personality and Social Psychology 104 (2), 236, 2013 | 62 | 2013 |
| Understanding consumer perceptions of advertising: A theoretical framework of attitude and confidence T Daugherty, K Logan, SC Chu, SC Huang American academy of advertising. conference. Proceedings (Online), 308, 2008 | 51 | 2008 |
| Having less, giving more? Two preregistered replications of the relationship between social class and prosocial behavior A Stamos, F Lange, S Huang, S Dewitte Journal of Research in Personality 84, 103902, 2020 | 47 | 2020 |
| Social information avoidance: when, why, and how it is costly in goal pursuit SC Huang Journal of Marketing Research 55 (3), 382-395, 2018 | 39 | 2018 |
| When others cross psychological distance to help: Highlighting prosocial actions toward outgroups encourages philanthropy MD Henderson, S Huang, CA Chang Journal of Experimental Social Psychology 48 (1), 220-225, 2012 | 39 | 2012 |
| Internet Use, Group Identity, and Political Participation among Taiwanese Americans. WC Wang, T Huang, SC Huang, LJ Wang China Media Research 5 (4), 2009 | 36 | 2009 |
| How winning changes motivation in multiphase competitions. S Huang, J Etkin, L Jin Journal of Personality and Social Psychology 112 (6), 813, 2017 | 32 | 2017 |
| When individual goal pursuit turns competitive: How we sabotage and coast. S Huang, SC Lin, Y Zhang Journal of personality and social psychology 117 (3), 605, 2019 | 29 | 2019 |
| Portraying humans as machines to promote health: unintended risks, mechanisms, and solutions A Weihrauch, SC Huang Journal of Marketing 85 (3), 184-203, 2021 | 23 | 2021 |
| The unexpected positive impact of fixed structures on goal completion L Jin, SC Huang, Y Zhang Journal of Consumer Research 40 (4), 711-725, 2013 | 23 | 2013 |
| It’s the journey, not the destination: How metaphor drives growth after goal attainment. SC Huang, J Aaker Journal of personality and social psychology 117 (4), 697, 2019 | 22 | 2019 |
| College-educated youths' attitudes toward global brands: Implications for global marketing strategies SC Chu, SC Huang Journal of International Consumer Marketing 22 (2), 129-145, 2010 | 22 | 2010 |
| Planning for multiple shopping goals in the marketplace J Suher, S Huang, L Lee Journal of Consumer Psychology 29 (4), 642-651, 2019 | 19 | 2019 |
