| The effect of shipping fee structure on consumers’ online evaluations and choice NT Koukova, J Srivastava, M Steul-Fischer Journal of the Academy of Marketing Science 40 (6), 759-770, 2012 | 98 | 2012 |
| Coping with time pressure and knowledge sharing in buyer–supplier relationships RW Thomas, BS Fugate, NT Koukova Journal of Supply Chain Management 47 (3), 22-42, 2011 | 93 | 2011 |
| Product form bundling: Implications for marketing digital products NT Koukova, PK Kannan, BT Ratchford Journal of Retailing 84 (2), 181-194, 2008 | 87 | 2008 |
| Multiformat digital products: how design attributes interact with usage situations to determine choice NT Koukova, PK Kannan, A Kirmani Journal of Marketing Research 49 (1), 100-114, 2012 | 76 | 2012 |
| Choosing options for products: the effects of mixed bundling on consumers’ inferences and choices RW Hamilton, NT Koukova Journal of the Academy of Marketing Science 36 (3), 423-433, 2008 | 64 | 2008 |
| How suspicion mitigates the effect of influence tactics SS Oza, J Srivastava, NT Koukova Organizational Behavior and Human Decision Processes 112 (1), 1-10, 2010 | 39 | 2010 |
| Walking in my shoes: how expectations of role reversal in future negotiations affect present behaviors R Bagchi, NT Koukova, H Gurnani, M Nagarajan, SS Oza Journal of Marketing Research 53 (3), 381-395, 2016 | 19 | 2016 |
| Testing the Steve Jobs Hypothesis in a B2B Context: Will a Portfolio of Hierarchically Related Technology Products Improve Customer Outcomes? J Kuruzovich, S Han, NT Koukova, T Ravichandran Journal of Service Research 16 (3), 372-385, 2013 | 11 | 2013 |
| “If you loved our product”: Do conditional review requests harm retailer loyalty? NT Koukova, RJH Wang, MS Isaac Journal of Retailing 99 (1), 85-101, 2023 | 8 | 2023 |
| Something old, something new: a comparison of users and non-users of internet as an information source NT Koukova, BT Ratchford American Marketing Association. Conference Proceedings 12, 11, 2001 | 5 | 2001 |
| To contribute or not: A goals-based perspective on the effect of industry sales trend and solicitation messages on voluntary contributions to a generic advertising campaign. J Srivastava, SS Oza, NT Koukova Journal of Experimental Psychology: Applied 23 (4), 484, 2017 | 4 | 2017 |
| Bundling and unbundling of electronic content NT Koukova, PK Kannan, BT Ratchford E-commerce and the Digital Economy, 138-155, 2015 | 3 | 2015 |
| Why Is 1 Out of 20 Riskier Than 5%? Effect of Representing Unlikely Events as Frequency Versus Percentage on Risk Perceptions J Srivastava, N Koukova ASIA-PACIFIC CONFERENCE, 67, 2018 | 2 | 2018 |
| The Effect of Messages Emphasizing Fantasies and Expectations on Brand Evaluations and Behavioral Intentions NT Koukova Psychology & Marketing 42 (7), 1865-1878, 2025 | 1 | 2025 |
| Role of nonprice variables in intertier competition K Sivakumar, C Nakata, P Aggarwal, R Chitturi, NT Koukova Journal of Marketing Theory and Practice 17 (4), 351-368, 2009 | 1 | 2009 |
| Is 1 out of 20 riskier than 5%? effect of representing unlikely events as ratio versus percentage on risk perceptions N Koukova, J Srivastava European Journal of Marketing 59 (13), 358-390, 2025 | | 2025 |
| The Effect of Flat Shipping Fee and Free Shipping Threshold on Consumer Evaluations NT Koukova, J Srivastava, M Steul-Fischer European Advances in Consumer Research 9, 521-522, 2011 | | 2011 |
| The Effect of Shipping Fee Structures on Consumer Evaluations of Online Offers N Koukova, J Srivastava, M Steul-Fischer ACR North American Advances, 2010 | | 2010 |
| When Numbers Are Frightening: Effects of Message Framing on Judgments of Risk and Behavioral Intentions N Koukova, J Srivastava Asia-Pacific Advances in Consumer Research 8, 42-43, 2009 | | 2009 |
| The Effects of Mixed Bundling on Consumers' Inferences and Choices. RW Hamilton, NT Koukova Advances in Consumer Research 33 (1), 2006 | | 2006 |
