| Price uncertainty and consumer search: A structural model of consideration set formation N Mehta, S Rajiv, K Srinivasan Marketing science 22 (1), 58-84, 2003 | 501 | 2003 |
| Models of multi-category choice behavior PB Seetharaman, S Chib, A Ainslie, P Boatwright, T Chan, S Gupta, ... Marketing Letters 16, 239-254, 2005 | 170 | 2005 |
| Informing, transforming, and persuading: Disentangling the multiple effects of advertising on brand choice decisions N Mehta, X Chen, O Narasimhan Marketing Science 27 (3), 334-355, 2008 | 133* | 2008 |
| Investigating consumers’ purchase incidence and brand choice decisions across multiple product categories: A theoretical and empirical analysis N Mehta Marketing Science 26 (2), 196-217, 2007 | 98 | 2007 |
| Role of forgetting in memory-based choice decisions: A structural model N Mehta, S Rajiv, K Srinivasan Quantitative Marketing and Economics 2, 107-140, 2004 | 93 | 2004 |
| A multicategory model of consumers' purchase incidence, quantity, and brand choice decisions: Methodological issues and implications on promotional decisions N Mehta, Y Ma Journal of Marketing Research 49 (4), 435-451, 2012 | 47 | 2012 |
| Emerging trends in product bundling: Investigating consumer choice and firm behavior VR Rao, GJ Russell, H Bhargava, A Cooke, T Derdenger, H Kim, N Kumar, ... Customer Needs and Solutions 5, 107-120, 2018 | 34 | 2018 |
| A dynamic model of health insurance choices and healthcare consumption decisions N Mehta, J Ni, K Srinivasan, B Sun Marketing Science 36 (3), 338-360, 2017 | 31 | 2017 |
| Frontiers: Can an artificial intelligence algorithm mitigate racial economic inequality? an analysis in the context of airbnb S Zhang, N Mehta, PV Singh, K Srinivasan Marketing Science 40 (5), 813-820, 2021 | 24* | 2021 |
| Examining demand elasticities in Hanemann's framework: A theoretical and empirical analysis N Mehta, X Chen, O Narasimhan Marketing Science 29 (3), 422-437, 2010 | 16 | 2010 |
| Active versus passive loyalty: A structural model of consideration set formation N Mehta, S Rajiv, K Srinivasan Review of Marketing Science WP, 2001 | 14 | 2001 |
| A flexible yet globally regular multigood demand system N Mehta Marketing Science 34 (6), 843-863, 2015 | 11 | 2015 |
| Can Lower-quality Images Lead to Greater Demand on AirBnB? S Zhang, N Mehta, PV Singh, K Srinivasan Work. Pap, 2019 | 10 | 2019 |
| Assessing consumer demand with noisy neural measurements R Webb, N Mehta, I Levy Journal of Econometrics 222 (1), 89-106, 2021 | 1 | 2021 |
| Essays on consumer search behavior N Mehta Carnegie Mellon University, 2000 | 1 | 2000 |
| The Consumption of Serial Media Products and the Optimal Release Strategy C Zhao, N Mehta, M Shi | | 2023 |
| : Next Steps for Frontiers in Marketing Science A Aribarg, T Chan, P S. Desai, N Mehta, U Subramanian, O Toubia, ... Marketing Science 41 (5), 871-872, 2022 | | 2022 |
