Timothy B. Heath

Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands: Meta-Analytic and Experimental Evidence

Timothy B. Heath, Subimal Chatterjee · Journal of Consumer Research · 1995 · 235 citations

Consumer Uncertainty, Consumer Study, Consumer Research +21

Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence

Timothy B. Heath, Subimal Chatterjee, Karen Russo France · Journal of Consumer Research · 1995 · 216 citations

The differential processing of price in gains and losses: the effects of frame and need for cognition

Subimal Chatterjee, Timothy B. Heath, Sandra Milberg et al. · Journal of Behavioral Decision Making · 2000 · 104 citations

Behavioral Decision Making, Decision Analysis, Individual Decision Making +28

You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility

Alexander J. Kull, Timothy B. Heath · International Journal of Research in Marketing · 2015 · 95 citations

Marketing, Socially Responsible Product, Co-created Social Responsibility +15

Conflict and Loss Aversion in Multiattribute Choice: The Effects of Trade-Off Size and Reference Dependence on Decision Difficulty

Subimal Chatterjee, Timothy B. Heath · Organizational Behavior and Human Decision Processes · 1996 · 95 citations

Economics, Behavioral Sciences, Choice Model +12