| The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies P Mathur, SP Jain, MH Hsieh, CD Lindsey, D Maheswaran Organizational Behavior and Human Decision Processes 122 (2), 141-151, 2013 | 45 | 2013 |
| Persuasive Charity Appeals for Less and More Controllable Health Causes: The Roles of Implicit Mindsets and Benefit Frames MH Hsieh, O Yucel-Aybat Journal of Advertising 47 (2), 112-126, 2018 | 27 | 2018 |
| How a maximizing orientation affects trade‐offs between desirability and feasibility: The role of outcome‐versus process‐focused decision making MH Hsieh, RF Yalch Journal of Behavioral Decision Making 33 (1), 39-51, 2020 | 20 | 2020 |
| Fear of Detection and Efficacy of Prevention: Using Construal Level to Encourage Health Behaviors C Achar, N Agrawal, MH Hsieh Journal of Marketing Research 57 (3), 582-598, 2020 | 18 | 2020 |
| Consumer mindsets matter: Benefit framing and firm–cause fit in the persuasiveness of cause-related marketing campaigns O Yucel-Aybat, MH Hsieh Journal of Business Research 129, 418-427, 2021 | 17 | 2021 |
| Self-construal drives preference for partner and servant brands MH Hsieh, XB Li, SP Jain, V Swaminathan Journal of Business Research 129, 183-192, 2021 | 14 | 2021 |
| The role of imagination in consumers’ processing of visual metaphors in prescription drug advertising JR Foreman, MH Hsieh, A Grover Health marketing quarterly 36 (3), 169-185, 2019 | 7 | 2019 |
| Comparative advertising research: A review and research agenda MH Hsieh, K Blower, X Li, SP Jain, SS Posavac forthcoming in Cracking the Code: How Managers Can Drive Profits by …, 2011 | 7 | 2011 |
| The Influence of a Maximizing Versus Satisficing Orientation on the Evaluation of Desirability and Feasibility Attributes MH Hsieh, R Yalch, E Love ACR North American Advances, 2015 | 5 | 2015 |
| When Consumers Meet Humanized Brands: Effect of Self-Construal on Brand Anthropomorphism MH Hsieh, SP Jain, X Li, V Swaminathan ACR North American Advances, 2013 | 5 | 2013 |
| Transmission and refutation of organisational rumours: Consumer identification and processing types A Grover, J Foreman, MH Hsieh Journal of Consumer Behaviour 18 (3), 247-260, 2019 | 3 | 2019 |
| Comparative advertising research MH Hsieh, K Blower, X Li, SP Jain, SS Posavac Cracking the code: Leveraging consumer psychology to drive profitability …, 2012 | 3 | 2012 |
| The Impact of Emotions on the Persuasiveness of Detection versus Prevention Health Appeals MH Hsieh, C Achar, N Agrawal Marketing Science Institute Working Paper Series, Report, 1-49, 2016 | 2 | 2016 |
| Choice Behavior of Maximizers and Satisficers When Alternatives Are Priced Using Non-Monetary Points MH Hsieh, R Yalch, E Love ACR North American Advances, 2010 | 1 | 2010 |
| A Case For Low Power: Self Versus Response Efficacy in Health Persuasion MH Hsieh, C Achar, N Agrawal ACR North American Advances, 2017 | | 2017 |
| When Healthy Is Scary: the Case of Detection Versus Prevention Health Messages C Achar, MH Hsieh, N Agrawal ACR North American Advances, 2017 | | 2017 |
| Health Messages: the Roles of Emotions and Type of Healthcare Advocacies MH Hsieh, C Achar, N Agrawal ACR North American Advances, 2016 | | 2016 |
| Means versus Ends: The Roles of Implicit Theories and Maximizing versus Satisficing Orientations in Consumer Evaluations MH Hsieh | | 2013 |
| Medium Susceptibility: The Role of Implicit Theories in Consumer Choice MH Hsieh, SP Jain ACR North American Advances, 2011 | | 2011 |
