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Timothy B. Heath
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Mental accounting and changes in price: The frame dependence of reference dependence
TB Heath, S Chatterjee, KR France
Journal of consumer research 22 (1), 90-97, 1995
3721995
Asymmetric decoy effects on lower-quality versus higher-quality brands: Meta-analytic and experimental evidence
TB Heath, S Chatterjee
Journal of Consumer Research 22 (3), 268-284, 1995
3191995
The cognitive processing of misleading advertising in young and old adults: Assessment and training
GJ Gaeth, TB Heath
Journal of Consumer Research 14 (1), 43-54, 1987
1771987
Conflict and loss aversion in multiattribute choice: The effects of trade-off size and reference dependence on decision difficulty
S Chatterjee, TB Heath
Organizational Behavior and Human Decision Processes 67 (2), 144-155, 1996
1411996
The differential processing of price in gains and losses: The effects of frame and need for cognition
S Chatterjee, TB Heath, SJ Milberg, KR France
Journal of behavioral decision making 13 (1), 61-75, 2000
1372000
New brands versus brand extensions, attitudes versus choice: experimental evidence for theory and practice
MS McCarthy, TB Heath, SJ Milberg
Marketing Letters 12 (1), 75-90, 2001
1212001
Spokesperson fame and vividness effects in the context of issue-relevant thinking: The moderating role of competitive setting
TB Heath, MS McCarthy, DL Mothersbaugh
Journal of consumer research 20 (4), 520-534, 1994
1211994
The asymmetric effects of extending brands to lower and higher quality
TB Heath, D DelVecchio, MS McCarthy
Journal of Marketing 75 (4), 3-20, 2011
1022011
Asymmetric competition in choice and the leveraging of competitive disadvantages
TB Heath, G Ryu, S Chatterjee, MS McCarthy, DL Mothersbaugh, ...
Journal of Consumer Research 27 (3), 291-308, 2000
842000
You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility
AJ Kull, TB Heath
International Journal of Research in Marketing 33 (1), 78-92, 2016
702016
Structural equations modeling
R Netemeyer, P Bentler, R Bagozzi, R Cudeck, J Cote, D Lehmann, ...
Wiley Periodicals, Inc., 2001
702001
Theory and method in the study of ad and brand attitudes: Toward a systemic model
TB Heath, GJ Gaeth
Attention, attitude, and affect in response to advertising, 125-148, 2019
692019
Using the phonemes of brand names to symbolize brand attributes
TB Heath, S Chatterjee, KR France
The AMA educator’s proceedings: Enhancing knowledge development in marketing …, 1990
611990
The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches
TB Heath
Journal of the academy of marketing science 20 (2), 107-118, 1992
481992
Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership
E Gentina, R Butori, TB Heath
Journal of Business Research 67 (2), 83-91, 2014
392014
The logic of mere exposure: A reinterpretation of Anand, Holbrook, and Stephens (1988)
TB Heath
Journal of Consumer Research 17 (2), 237-241, 1990
371990
The susceptibility of mental accounting principles to evaluation mode effects
S Chatterjee, TB Heath, J Min
Journal of behavioral decision making 22 (2), 120-137, 2009
342009
Failing to suspect collusion in price-matching guarantees: Consumer limitations in game-theoretic reasoning
S Chatterjee, TB Heath, S Basuroy
Journal of Consumer Psychology 13 (3), 255-267, 2003
332003
A comparative study of market share models using disaggregate data
V Kumar, TB Heath
International Journal of Forecasting 6 (2), 163-174, 1990
331990
How entrants affect multiple brands: A dual attraction mechanism
TB Heath, S Chatterjee
ACR North American Advances, 1991
321991
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