Reversible decisions: The grass isn't merely greener on the other side; it's also very brown over here

Prospect Theory: An Analysis of Decision under Risk

Daniel Kahneman, Amos Tversky · Econometrica · 1979 · 47K citations

Business, Decision Sciences, Insurance +17

Mediation in experimental and nonexperimental studies: New procedures and recommendations.

Patrick E. Shrout, Niall Bolger · Psychological Methods · 2002 · 10.9K citations

Public Health, Biostatistics, Psychology +15

Loss Aversion in Riskless Choice: A Reference-Dependent Model

Amos Tversky, Daniel Kahneman · The Quarterly Journal of Economics · 1991 · 6.4K citations

Social Sciences, Business Economics, Economics +17

Toward a positive theory of consumer choice

Richard H. Thaler · Journal of Economic Behavior & Organization · 1980 · 5.6K citations

Social Sciences, Economics, Marketing +14

Social psychology: handbook of basic principles

Choice Reviews Online · 2008 · 5.5K citations

Social Sciences, Psychology, Social Psychology +9