| Blue or red? Exploring the effect of color on cognitive task performances R Mehta, R Zhu Science 323 (5918), 1226-1229, 2009 | 1118 | 2009 |
| Is noise always bad? Exploring the effects of ambient noise on creative cognition R Mehta, R Zhu, A Cheema Journal of Consumer Research 39 (4), 784-799, 2012 | 454 | 2012 |
| Creating when you have less: The impact of resource scarcity on product use creativity R Mehta, M Zhu Journal of Consumer research 42 (5), 767-782, 2016 | 217 | 2016 |
| Social-recognition versus financial incentives? Exploring the effects of creativity-contingent external rewards on creative performance R Mehta, DW Dahl, R Zhu Journal of Consumer Research 44 (3), 536-553, 2017 | 80 | 2017 |
| When does a higher construal level increase or decrease indulgence? Resolving the myopia versus hyperopia puzzle R Mehta, R Zhu, J Meyers-Levy Journal of Consumer Research 41 (2), 475-488, 2014 | 68 | 2014 |
| Knowing too much: Expertise-induced false recall effects in product comparison R Mehta, J Hoegg, A Chakravarti Journal of Consumer Research 38 (3), 535-554, 2011 | 65 | 2011 |
| Rui (Juliet) Zhu (2009),“Blue or Red? Exploring the Effect of Color on Cognitive Task Performances,” R Mehta Science 323 (5918), 1226-29, 2008 | 57 | 2008 |
| Head versus heart: The effect of objective versus feelings-based mental imagery on new product creativity KB Herd, R Mehta Journal of Consumer Research 46 (1), 36-52, 2019 | 54 | 2019 |
| Creativity: Past, present, and future R Mehta, DW Dahl Consumer Psychology Review 2 (1), 30-49, 2019 | 53 | 2019 |
| When red means go: Non-normative effects of red under sensation seeking R Mehta, J Demmers, WM van Dolen, CB Weinberg Journal of consumer psychology 27 (1), 91-97, 2017 | 34 | 2017 |
| Technology devalues luxury? Exploring consumer responses to AI-designed luxury products L Xu, R Mehta Journal of the Academy of Marketing Science 50 (6), 1135-1152, 2022 | 30 | 2022 |
| Exploring self-control: Moving beyond depletion hypothesis R Mehta Advances in Consumer Research 37, 174-178, 2010 | 28 | 2010 |
| Sensory experiences and consumer creativity R Zhu, R Mehta Journal of the Association for Consumer Research 2 (4), 472-484, 2017 | 25 | 2017 |
| Leveraging creativity in charity marketing: The impact of engaging in creative activities on subsequent donation behavior L Xu, R Mehta, DW Dahl Journal of Marketing 86 (5), 79-94, 2022 | 14 | 2022 |
| Innovation research themes for our changing environment: insights from the 2019 PDMA doctoral consortium A Rindfleisch, R Mehta, V Sachdev, N Danienta Journal of Product Innovation Management 37 (2), 126-137, 2020 | 13 | 2020 |
| Warm or cool color?: Exploring the effects of color on donation behavior R Mehta, B Chae, R Zhu, D Soman ACR North American Advances 39, 190-191, 2011 | 12 | 2011 |
| Die Farben des Denkens M Spitzer Nervenheilkunde 28 (05), 320-323, 2009 | 10 | 2009 |
| Sweet ideas: How the sensory experience of sweetness impacts creativity L Xu, R Mehta, JA Hoegg Organizational Behavior and Human Decision Processes 172, 104169, 2022 | 7 | 2022 |
| Look at me! Or don’t…: How mere social presence impacts innovation adoption L Xu, R Mehta, KB Herd Journal of the Association for Consumer Research 4 (3), 269-279, 2019 | 7 | 2019 |
| Good or bad? Exploring differential effects of creativity on pro-social behavior L Xu, R Mehta ACR North American Advances, 2015 | 6 | 2015 |
