'And Lead Us Not into Temptation': Presentation Formats and the Choice of Risky Alternatives

Prospect Theory: An Analysis of Decision under Risk

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

Business, Decision Sciences, Insurance +17

The Framing of Decisions and the Psychology of Choice

Amos Tversky, Daniel Kahneman · Science · 1981 · 17.3K citations

Management, Behavioral Sciences, Psychology +13

z-Tree: Zurich toolbox for ready-made economic experiments

Urs Fischbacher · Experimental Economics · 2007 · 9.9K citations · Full text

Social Sciences, Business Economics, Economics +9

Gender Differences in Preferences

Rachel Croson, Uri Gneezy · Journal of Economic Literature · 2009 · 5.8K citations

Social Sciences, Business Economics, Economics +13

Toward a positive theory of consumer choice

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

Social Sciences, Economics, Marketing +14