| The ownership effect in consumer responses to brand line stretches A Kirmani, S Sood, S Bridges Journal of Marketing 63 (1), 88-101, 1999 | 655 | 1999 |
| Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links S Bridges, KL Keller, S Sood Journal of advertising 29 (4), 1-11, 2000 | 514 | 2000 |
| Subjective knowledge in consumer financial decisions L Hadar, S Sood, CR Fox Journal of Marketing Research 50 (3), 303-316, 2013 | 397 | 2013 |
| Brand equity dilution KL Keller, S Sood MIT Sloan Management Review, 2003 | 275 | 2003 |
| Self-affirmation through the choice of highly aesthetic products C Townsend, S Sood Journal of Consumer Research 39 (2), 415-428, 2012 | 263 | 2012 |
| On the psychology of loss aversion: Possession, valence, and reversals of the endowment effect L Brenner, Y Rottenstreich, S Sood, B Bilgin Journal of Consumer Research 34 (3), 369-376, 2007 | 238 | 2007 |
| Brand extensions of experiential goods: Movie sequel evaluations S Sood, X Drèze Journal of Consumer Research 33 (3), 352-360, 2006 | 226 | 2006 |
| “Deep” and “surface” cues: Brand extension evaluations by children and adults S Zhang, S Sood Journal of Consumer Research 29 (1), 129-141, 2002 | 218 | 2002 |
| Comparison, grouping, and preference L Brenner, Y Rottenstreich, S Sood Psychological Science 10 (3), 225-229, 1999 | 193 | 1999 |
| The effects of brand name structure on brand extension evaluations and parent brand dilution S Sood, KL Keller Journal of Marketing Research 49 (3), 373-382, 2012 | 172 | 2012 |
| Feeling and thinking in memory-based versus stimulus-based choices Y Rottenstreich, S Sood, L Brenner Journal of Consumer Research 33 (4), 461-469, 2007 | 115 | 2007 |
| Self-identity and consumer behavior J Escalas Journal of Consumer Research 39 (5), xv-xviii, 2013 | 79 | 2013 |
| When knowledge is demotivating: subjective knowledge and choice overload L Hadar, S Sood Psychological science 25 (9), 1739-1747, 2014 | 77 | 2014 |
| On decisions that lead to decisions: Direct and derived evaluations of preference S Sood, Y Rottenstreich, L Brenner Journal of Consumer Research 31 (1), 17-25, 2004 | 57 | 2004 |
| On self-referencing differences in judgment and choice S Sood, M Forehand Organizational Behavior and Human Decision Processes 98 (2), 144-154, 2005 | 51 | 2005 |
| Saccadic eye movements in Parkinson's disease A Srivastava, R Sharma, SK Sood, G Shukla, V Goyal, M Behari Indian journal of ophthalmology 62 (5), 538, 2014 | 40 | 2014 |
| The heart and the head: On choosing experiences intuitively and possessions deliberatively I Gallo, S Sood, TC Mann, T Gilovich Journal of Behavioral Decision Making 30 (3), 754-768, 2017 | 28 | 2017 |
| Age branding HR Moody, S Sood The Aging Consumer, 251-270, 2011 | 26 | 2011 |
| Endosulphan poisoning presenting as status epilepticus. AK Sood, SP Yadav, S Sood Indian Journal of Medical Sciences 48 (3), 68-69, 1994 | 25 | 1994 |
| RETRACTED: Mechanism (s) of deep brain stimulation and insights into cognitive outcomes in Parkinson's disease S Naskar, SK Sood, V Goyal, M Dhara Brain Research Reviews 65 (1), 1-13, 2010 | 22 | 2010 |
