Resisting That Triple-Chocolate Cake: Mental Budgets and Self-Control Sonja Prokopec, Parthasarathy Krishnamurthy • 2010
Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility Parthasarathy Krishnamurthy, Anish Nagpal • 2008
Counterfactual Thinking and Advertising Responses Anuradha Sivaraman, Parthasarathy Krishnamurthy • 2002
Retrospection Versus Anticipation: the Role of the Ad Under Retrospective and Anticipatory Self‐Referencing Mita Sujan, Parthasarathy Krishnamurthy • 1999