| 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 | 393 | 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 | 381 | 2011 |
| 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 | 205 | 2009 |
| 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 | 174 | 2020 |
| 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 | 168 | 2013 |
| Positioning brands against large competitors to increase sales N Paharia, J Avery, A Keinan Journal of Marketing Research 51 (6), 647-656, 2014 | 142 | 2014 |
| 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 | 118 | 2021 |
| 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 | 106 | 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 | 68 | 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 | 55 | 2020 |
| The strategic use of brand biographies J Avery, N Paharia, A Keinan, JB Schor Research in consumer behavior, 213-229, 2010 | 52 | 2010 |
| The symbolic value of time A Keinan, S Bellezza, N Paharia Current opinion in psychology 26, 58-61, 2019 | 47 | 2019 |
| Sweatshop labor is wrong unless the jeans are cute: Motivated moral disengagement N Paharia, R Deshpandé Harvard Business School, 2009 | 33 | 2009 |
| 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 |
| 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 | 23 | 2022 |
| Emotional marketing: How pride and compassion impact preferences for underdog and top dog brands M Staton, N Paharia, C Oveis ACR North American Advances, 2012 | 21 | 2012 |
| Capitalizing on the underdog effect A Keinan, J Avery, N Paharia Harvard Business Review 88 (11), 32-32, 2010 | 21 | 2010 |
| When underdog narratives backfire: The effect of perceived market advantage on brand status N Paharia, DV Thompson ACR North American Advances, 2014 | 6 | 2014 |
| Intermediation and diffusion of responsibility in negotiation: A case of bounded ethicality N Paharia, LC Coffman, MH Bazerman | 5 | 2012 |
| 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, 1-27, 2023 | 4 | 2023 |
Silvia BellezzaProfessor of Marketing, Columbia Business SchoolVerified email at gsb.columbia.edu
