| The categorization of time and its impact on task initiation Y Tu, D Soman Journal of Consumer Research 41 (3), 810-822, 2014 | 157 | 2014 |
| The friendly taking effect: How interpersonal closeness leads to seemingly selfish yet jointly maximizing choice Y Tu, A Shaw, A Fishbach Journal of Consumer Research 42 (5), 669-687, 2016 | 84 | 2016 |
| Approach aversion: Negative hedonic reactions toward approaching stimuli. CK Hsee, Y Tu, ZY Lu, B Ruan Journal of Personality and Social Psychology 106 (5), 699, 2014 | 71 | 2014 |
| I will get a reward, too: when disclosing the referrer reward increases referring M Xu, Z Yu, Y Tu Journal of Marketing Research 60 (2), 355-370, 2023 | 43 | 2023 |
| Environmental factors in operations management: The impact of air quality on product demand Y Ding, Y Tu, J Pu, L Qiu Production and Operations Management 30 (9), 2910-2924, 2021 | 43 | 2021 |
| Motivation in a social context: Coordinating personal and shared goal pursuits with others A Fishbach, J Steinmetz, Y Tu Advances in motivation science 3, 35-79, 2016 | 43 | 2016 |
| Words speak louder: Conforming to preferences more than actions. Y Tu, A Fishbach Journal of Personality and Social Psychology 109 (2), 193-209, 2015 | 41 | 2015 |
| When friends exchange negative feedback SR Finkelstein, A Fishbach, Y Tu Motivation and Emotion 41 (1), 69-83, 2017 | 35 | 2017 |
| Consumer happiness derived from inherent preferences versus learned preferences Y Tu, CK Hsee Current Opinion in Psychology 10, 83-88, 2016 | 34 | 2016 |
| Pursuing goals with others A Fishbach, Y Tu Social and Personality Psychology Compass 10 (5), 298-312, 2016 | 29 | 2016 |
| The impact of associative strength on performance in goal pursuit Y Zhang, Y Tu Journal of Experimental Social Psychology 47 (6), 1088-1095, 2011 | 16 | 2011 |
| Social exploration: When people deviate from options explored by others. YK Winet, Y Tu, S Choshen-Hillel, A Fishbach Journal of Personality and Social Psychology 122 (3), 427–442, 2022 | 15 | 2022 |
| Hedonomics: On subtle yet significant determinants of happiness Y Tu, CK Hsee Handbook of Well-being, 248, 2018 | 15 | 2018 |
| The social path to satiation: Satisfying desire vicariously via other’s consumption Y Tu, A Fishbach ACR North American Advances, 2017 | 13 | 2017 |
| Social Hedonic Editing: People Prefer to Experience Events at the Same Time as Others F Shaddy, Y Tu, A Fishbach Social Psychological and Personality Science, 1948550620976421, 2021 | 10 | 2021 |
| Synchronized scheduling: Choosing to experience different events in different places at the same time as others F Shaddy, Y Tu, A Fishbach Journal of the Association for Consumer Research 8 (2), 130-141, 2023 | 5 | 2023 |
| The Hidden Penalty of Using AI at Work OA Acar, PJ Gai, Y Tu, J Hou Harvard Business Review, 2025 | 4 | 2025 |
| The role of timeframes in the retrieval and temporal location judgments of past events Y Tu, D Soman Marketing Letters 33 (1), 19-25, 2022 | 4 | 2022 |
| Friends with experiential benefits: the experience is more novel when experienced with others Y Tu, Y Yang, A Fishbach ACR North American Advances, 2017 | 3 | 2017 |
| Preferring the Same, But Consuming Differently: Vicarious Satiation and Variety-Seeking in Groups Y Tu, A Fishbach ACR North American advances, 2012 | 2 | 2012 |
Ayelet FishbachProfessor of Behavioral Science and Marketing, University of ChicagoVerified email at chicagobooth.edu
