| Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns JJ Inman, H Nikolova Journal of retailing 93 (1), 7-28, 2017 | 697 | 2017 |
| Healthy Choice: The Effect of Simplified POS Nutritional Information on Consumer Choice Behavior H Nikolova, J Inman SSRN, 2016 | 187* | 2016 |
| Healthy choice: the effect of simplified point-of-sale nutritional information on consumer food choice behavior HD Nikolova, JJ Inman Journal of Marketing Research 52 (6), 817-835, 2015 | 187 | 2015 |
| Should birds of a feather flock together? Understanding self-control decisions in dyads H Dzhogleva, CP Lamberton Journal of Consumer Research 41 (2), 361-380, 2014 | 115 | 2014 |
| Love, lies, and money: Financial infidelity in romantic relationships EN Garbinsky, JJ Gladstone, H Nikolova, JG Olson Journal of Consumer Research 47 (1), 1-24, 2020 | 64 | 2020 |
| Men and the middle: Gender differences in dyadic compromise effects H Nikolova, C Lamberton Journal of Consumer Research 43 (3), 355-371, 2016 | 57 | 2016 |
| E-Commerce in a physical store: which retailing technologies add real value? P Linzbach, JJ Inman, H Nikolova NIM Marketing Intelligence Review 11 (1), 42-47, 2019 | 53 | 2019 |
| Stranger danger: When and why consumer dyads behave less ethically than individuals H Nikolova, C Lamberton, NV Coleman Journal of Consumer Research 45 (1), 90-108, 2018 | 39 | 2018 |
| Haunts or helps from the past: Understanding the effect of recall on current self-control H Nikolova, C Lamberton, KL Haws Journal of Consumer Psychology 26 (2), 245-256, 2016 | 24 | 2016 |
| Ceding and succeeding: How the altruistic can benefit from the selfish in joint decisions M Lowe, H Nikolova, CJ Miller, SL Dommer Journal of Consumer Psychology 29 (4), 652-661, 2019 | 23 | 2019 |
| Marketing outputs as art? Bringing an aesthetic sensibility to the marketing curriculum E Petkus, D Budeva, C Chung, H Dzhogleva Marketing Education Review 21 (2), 113-124, 2011 | 17 | 2011 |
| Will he buy a surprise? Gender differences in the purchase of surprise offerings A Kovacheva, H Nikolova, C Lamberton Journal of Retailing 98 (4), 667-684, 2022 | 13 | 2022 |
| Consumers' response to promotional gifts: The role of gender, transactional value, and reciprocity A Kovacheva, H Nikolova, C Lamberton Psychology & Marketing 38 (1), 196-211, 2021 | 12 | 2021 |
| I Will Be Green for Us: When Consumers Compensate for Their Partners’ Unsustainable Behavior A Cakanlar, H Nikolova, GY Nenkov Journal of Marketing Research 60 (1), 110-129, 2023 | 11 | 2023 |
| We succeeded together, now what: Relationship power and sequential decisions in couples’ joint goal pursuits H Nikolova, GY Nenkov Journal of Marketing Research 59 (2), 271-289, 2022 | 8 | 2022 |
| The shopper-centric retailer: three case studies on deriving shopper insights from frequent shopper data HD Nikolova, JJ Inman, J Maurer, A Greiner, G Amoroso Shopper Marketing and the Role of In-Store Marketing 11, 75-102, 2014 | 5 | 2014 |
| Marketing in an identity‐threatened world: Consumer coping strategies and indulgent consumption H Nikolova Psychology & Marketing 40 (2), 408-426, 2023 | 4 | 2023 |
| 21. No (wo) man is an island: dyadic decision-making and identity conflict H Nikolova, C Lamberton Handbook of Research on Identity Theory in Marketing, 313, 2019 | 4 | 2019 |
| Uncertainty marketing tactics: An overview and a unifying framework A Kovacheva, H Nikolova Journal of the Academy of Marketing Science, 1-22, 2023 | 2 | 2023 |
| When and why we partner in crime: Comparing the unethical decisions of dyads and individuals H Nikolova, CP Lamberton, N Coleman Available at SSRN 2574712, 2015 | 2 | 2015 |
