| What makes it green? The role of centrality of green attributes in evaluations of the greenness of products AD Gershoff, JK Frels Journal of Marketing 79 (1), 97-110, 2015 | 310 | 2015 |
| Betrayal aversion: When agents of protection become agents of harm JJ Koehler, AD Gershoff Organizational Behavior and Human Decision Processes 90 (2), 244-261, 2003 | 303 | 2003 |
| Consumer acceptance of online agent advice: Extremity and positivity effects AD Gershoff, A Mukherjee, A Mukhopadhyay Journal of Consumer Psychology 13 (1-2), 161-170, 2003 | 278 | 2003 |
| The reciprocal effects of brand equity and trivial attributes SM Broniarczyk, AD Gershoff Journal of marketing research 40 (2), 161-175, 2003 | 230 | 2003 |
| Recommendation or evaluation? Task sensitivity in information source selection AD Gershoff, SM Broniarczyk, PM West Journal of Consumer Research 28 (3), 418-438, 2001 | 198 | 2001 |
| Do you know me? Consumer calibration of friends' knowledge AD Gershoff, GV Johar Journal of Consumer Research 32 (4), 496-503, 2006 | 177 | 2006 |
| The bottom dollar effect: the influence of spending to zero on pain of payment and satisfaction RL Soster, AD Gershoff, WO Bearden Journal of Consumer Research 41 (3), 656-677, 2014 | 109 | 2014 |
| When boastful word of mouth helps versus hurts social perceptions and persuasion G Packard, AD Gershoff, DB Wooten Journal of Consumer Research 43 (1), 26-43, 2016 | 100 | 2016 |
| Few ways to love, but many ways to hate: Attribute ambiguity and the positivity effect in agent evaluation AD Gershoff, A Mukherjee, A Mukhopadhyay Journal of Consumer Research 33 (4), 499-505, 2007 | 95 | 2007 |
| Consumer response to versioning: How brands’ production methods affect perceptions of unfairness AD Gershoff, R Kivetz, A Keinan Journal of Consumer Research 39 (2), 382-398, 2012 | 63 | 2012 |
| Safety first? The role of emotion in safety product betrayal aversion AD Gershoff, JJ Koehler Journal of Consumer Research 38 (1), 140-150, 2011 | 63 | 2011 |
| Using a community of knowledge to build intelligent agents AD Gershoff, PM West Marketing Letters 9, 79-91, 1998 | 62 | 1998 |
| Using a community of knowledge to build intelligent agents AD Gershoff, PM West Marketing Letters 9, 79-91, 1998 | 62 | 1998 |
| Meaningless differentiation revisited. SM Broniarczyk, AD Gershoff Advances in consumer research 24 (1), 1997 | 58 | 1997 |
| What's not to like? Preference asymmetry in the false consensus effect AD Gershoff, A Mukherjee, A Mukhopadhyay Journal of Consumer Research 35 (1), 119-125, 2008 | 52 | 2008 |
| When good things feel closer and bad things feel farther: The role of perceived control on psychological distance perception JJ Han, AD Gershoff Journal of Consumer Psychology 28 (4), 629-643, 2018 | 29 | 2018 |
| Introduction to special issue: trust in doubt: consuming in a post-truth world RV Kozinets, AD Gershoff, TB White Journal of the Association for Consumer Research 5 (2), 130-136, 2020 | 24 | 2020 |
| Knowing where they stand: The role of inferred distributions of others in misestimates of relative standing AD Gershoff, KA Burson Journal of Consumer Research 38 (3), 407-419, 2011 | 22 | 2011 |
| Why not choose green? Consumer decision making for environmentally friendly products AD Gershoff, JR Irwin | 16 | 2011 |
| “I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation AD Gershoff, A Mukherjee, A Mukhopadhyay Marketing Letters 17, 103-117, 2006 | 15 | 2006 |
