Consumer purchase intentions for green products: Mediating role of WTP and moderating effects of framing

Prospect Theory: An Analysis of Decision under Risk

Daniel Kahneman, Amos Tversky · Econometrica · 1979 · 45.8K citations

The Framing of Decisions and the Psychology of Choice

Amos Tversky, Daniel Kahneman · Science · 1981 · 17K citations

Behavioral Decision Making, Choice Theory, Revealed Preference +20

Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence

Valarie A. Zeithaml · Journal of Marketing · 1988 · 12.7K citations · Full text

Total Quality Management, Customer Satisfaction, Consumer Study +18

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Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

William B. Dodds, Kent B. Monroe, Dhruv Grewal · Journal of Marketing Research · 1991 · 4.7K citations

Consumer Uncertainty, Consumer Research, Brand Strategy +17