| # | Title | Journal | Year | Citations |
|---|
| 1 | Mental Accounting and Consumer Choice | Marketing Science | 1985 | 3,964 |
| 2 | The Antecedents and Consequences of Customer Satisfaction for Firms | Marketing Science | 1993 | 3,271 |
| 3 | Measuring the Customer Experience in Online Environments: A Structural Modeling Approach | Marketing Science | 2000 | 2,262 |
| 4 | Using Online Conversations to Study Word-of-Mouth Communication | Marketing Science | 2004 | 1,967 |
| 5 | Determinants of Continuity in Conventional Industrial Channel Dyads | Marketing Science | 1989 | 1,803 |
| 6 | A Logit Model of Brand Choice Calibrated on Scanner Data | Marketing Science | 1983 | 1,658 |
| 7 | The Voice of the Customer | Marketing Science | 1993 | 1,504 |
| 8 | Brands and Branding: Research Findings and Future Priorities | Marketing Science | 2006 | 1,483 |
| 9 | A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction | Marketing Science | 1998 | 1,473 |
| 10 | Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids | Marketing Science | 2000 | 1,172 |
| 11 | The Measurement and Determinants of Brand Equity: A Financial Approach | Marketing Science | 1993 | 1,039 |
| 12 | Optimal Pricing and Return Policies for Perishable Commodities | Marketing Science | 1985 | 1,037 |
| 13 | An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data | Marketing Science | 1993 | 1,029 |
| 14 | The Red and the Black: Mental Accounting of Savings and Debt | Marketing Science | 1998 | 1,023 |
| 15 | Managing Channel Profits | Marketing Science | 1983 | 996 |
| 16 | Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services | Marketing Science | 1997 | 983 |
| 17 | The Choice Theory Approach to Market Research | Marketing Science | 1986 | 964 |
| 18 | An Industry Equilibrium Analysis of Downstream Vertical Integration | Marketing Science | 1983 | 959 |
| 19 | Price Competition in a Channel Structure with a Common Retailer | Marketing Science | 1991 | 886 |
| 20 | Multicollinearity and Measurement Error in Structural Equation Models: Implications for Theory Testing | Marketing Science | 2004 | 869 |
| 21 | Research on Innovation: A Review and Agenda forMarketing Science | Marketing Science | 2006 | 866 |
| 22 | Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets | Marketing Science | 1996 | 828 |
| 23 | Mental Accounting and Consumer Choice | Marketing Science | 2008 | 814 |
| 24 | Opinion Leadership and Social Contagion in New Product Diffusion | Marketing Science | 2011 | 738 |
| 25 | The Effects of Online User Reviews on Movie Box Office Performance: Accounting for Sequential Rollout and Aggregation Across Local Markets | Marketing Science | 2010 | 734 |
| 26 | Modeling Loss Aversion and Reference Dependence Effects on Brand Choice | Marketing Science | 1993 | 719 |
| 27 | Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution | Marketing Science | 2000 | 713 |
| 28 | Peer Effects in the Diffusion of Solar Photovoltaic Panels | Marketing Science | 2012 | 673 |
| 29 | Firm-Created Word-of-Mouth Communication: Evidence from a Field Test | Marketing Science | 2009 | 671 |
| 30 | The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis | Marketing Science | 1985 | 670 |
| 31 | Product and Price Competition in a Duopoly | Marketing Science | 1988 | 663 |
| 32 | Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice | Marketing Science | 1998 | 653 |
| 33 | Customer Metrics and Their Impact on Financial Performance | Marketing Science | 2006 | 643 |
| 34 | Why the Bass Model Fits without Decision Variables | Marketing Science | 1994 | 636 |
| 35 | The Value of Purchase History Data in Target Marketing | Marketing Science | 1996 | 634 |
| 36 | Market Segmentation, Self-Selection, and Product Line Design | Marketing Science | 1984 | 613 |
| 37 | The Generalized Multinomial Logit Model: Accounting for Scale and Coefficient Heterogeneity | Marketing Science | 2010 | 604 |
| 38 | Empirical Generalizations from Reference Price Research | Marketing Science | 1995 | 598 |
| 39 | Online Display Advertising: Targeting and Obtrusiveness | Marketing Science | 2011 | 598 |
| 40 | The Economics of Product Variety: A Survey | Marketing Science | 1990 | 593 |
| 41 | Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures | Marketing Science | 2003 | 575 |
| 42 | Mine Your Own Business: Market-Structure Surveillance Through Text Mining | Marketing Science | 2012 | 568 |
| 43 | Price-Induced Patterns of Competition | Marketing Science | 1989 | 558 |
| 44 | Success in High-Technology Markets: Is Marketing Capability Critical? | Marketing Science | 1999 | 554 |
| 45 | Bayesian Statistics and Marketing | Marketing Science | 2003 | 532 |
| 46 | Positive Effects of Negative Publicity: When Negative Reviews Increase Sales | Marketing Science | 2010 | 503 |
| 47 | The Bright Side of Supplier Encroachment | Marketing Science | 2007 | 502 |
| 48 | Conditioning Prices on Purchase History | Marketing Science | 2005 | 500 |
| 49 | Salesforce Compensation Plans: An Agency Theoretic Perspective | Marketing Science | 1985 | 499 |
| 50 | How Promotions Work | Marketing Science | 1995 | 498 |
