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The theory of planned behavior

Icek Ajzen · Organizational Behavior and Human Decision Processes · 1991 · 84.8K citations

Public Health, Behavioral Sciences, Psychology +10

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

Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias

Daniel Kahneman, Jack L. Knetsch, Richard H. Thaler · The Journal of Economic Perspectives · 1991 · 5K citations · Full text

Business, Business Economics, Economics +15

Measuring Attitude toward the Brand and Purchase Intentions

Nancy Spears, Surendra N. Singh · Journal of Current Issues & Research in Advertising · 2004 · 1.7K citations

Business, Marketing, Marketing Management +13