| Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study W Hedgcock, AR Rao Journal of Marketing Research 46 (1), 1-13, 2009 | 253 | 2009 |
| Reducing self-control depletion effects through enhanced sensitivity to implementation: Evidence from fMRI and behavioral studies WM Hedgcock, KD Vohs, AR Rao Journal of Consumer Psychology, 2012 | 125 | 2012 |
| Observing product touch: The vicarious haptic effect in digital marketing and virtual reality AW Luangrath, J Peck, W Hedgcock, Y Xu Journal of Marketing Research 59 (2), 306-326, 2022 | 110 | 2022 |
| Could Ralph Nader's entrance and exit have helped Al Gore? The impact of decoy dynamics on consumer choice W Hedgcock, AR Rao, H Chen Journal of Marketing Research 46 (3), 330-343, 2009 | 110 | 2009 |
| Commentaries and Rejoinder to “Trade-Off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study” SA Huettel, JW Payne, C Yoon, R Gonzalez, JR Bettman, W Hedgcock, ... Journal of Marketing Research 46 (1), 14-24, 2009 | 88* | 2009 |
| Between a Rock and a Hard Place: The Failure of the Attraction Effect Among Unattractive Alternatives SA Malkoc, W Hedgcock, S Hoeffler Journal of Consumer Psychology, 2013 | 74 | 2013 |
| Age-related differences in discounting future gains and losses. K Halfmann, W Hedgcock, NL Denburg Journal of Neuroscience, Psychology, and Economics 6 (1), 42, 2013 | 69 | 2013 |
| Clicking Their Way to Success: Using Student Response Systems as a Tool for Feedback WM Hedgcock, RM Rouwenhorst Journal for Advancement of Marketing Education 22 (2), 16-25, 2014 | 39 | 2014 |
| Functional Neuroimaging of the Iowa Gambling Task in Older Adults K Halfmann, W Hedgcock, A Bechara, N Denburg Neuropsychology, 2014 | 32 | 2014 |
| Individual differences in the neural signature of subjective value among older adults K Halfmann, W Hedgcock, J Kable, NL Denburg Social Cognitive and Affective Neuroscience 11 (7), 1111-1120, 2016 | 30 | 2016 |
| Thinking concretely or abstractly: The influence of fit between goal progress and goal construal on subsequent self-regulation J Park, WM Hedgcock Journal of Consumer Psychology 26 (3), 395-409, 2016 | 28 | 2016 |
| Relative effects of forward and backward planning on goal pursuit J Park, FC Lu, WM Hedgcock Psychological science 28 (11), 1620-1630, 2017 | 25 | 2017 |
| Age-associated executive dysfunction, the prefrontal cortex, and complex decision making NL Denburg, WM Hedgcock Aging and decision making, 79-101, 2015 | 23 | 2015 |
| Building strong brand: Three models for developing and implementing brand plans KL Keller, W Hedgcock University of Minnesota, 2006 | 23 | 2006 |
| Choosing to choose: The effects of decoys and prior choice on deferral WM Hedgcock, RS Rao, H Chen Management Science 62 (10), 2952-2976, 2016 | 22 | 2016 |
| Behavioral and neuroscience methods for studying neuroeconomic processes: What we can learn from framing effects. IP Levin, T McElroy, GJ Gaeth, W Hedgcock, NL Denburg American Psychological Association, 2014 | 17 | 2014 |
| A magnetoencephalography study of choice bias WM Hedgcock, DA Crowe, AC Leuthold, AP Georgopoulos Experimental brain research 202, 121-127, 2010 | 13 | 2010 |
| The role of the ventromedial prefrontal cortex in purchase intent among older adults BP Koestner, W Hedgcock, K Halfmann, NL Denburg Frontiers in Aging Neuroscience 8, 189, 2016 | 11* | 2016 |
| Neural correlates of cognitive reappraisal of positive and negative affect in older adults K Halfmann, W Hedgcock, NL Denburg Aging & mental health 25 (1), 126-133, 2021 | 8 | 2021 |
| Studying Decision Processes Through Behavioral and Neuroscience Analyses of Framing Effects I Levin, T McElroy, G Gaeth, W Hedgcock, N Denburg, D Tranel Neuroeconomics, Judgment, and Decision Making, 131-156, 2014 | 8 | 2014 |
Akshay RaoProfessor of Marketing, Carlson School of Management, University of MinnesotaVerified email at umn.edu
