| Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design A Sundar, TJ Noseworthy Journal of Marketing 78 (5), 138-151, 2014 | 258 | 2014 |
| Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation A Sundar, TJ Noseworthy Journal of Consumer Research 43 (1), 44-67, 2016 | 150 | 2016 |
| How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness A Sundar, JJ Kellaris Journal of Business Ethics 146 (3), 685-701, 2017 | 102 | 2017 |
| The Role of Perceived Variability and the Health Halo Effect in Nutritional Inference and Consumption A Sundar, FR Kardes Psychology & Marketing 32 (5), 512-521, 2015 | 95 | 2015 |
| The Color of Support: The Effect of Sponsor–team Visual Congruence on Sponsorship Performance CM Henderson, M Mazodier, A Sundar Journal of Marketing 83 (3), 50-71, 2019 | 71 | 2019 |
| If it Tastes Bad it Must Be Good: Consumer Naïve Theories and the Marketing Placebo Effect SA Wright, JM da Costa Hernandez, A Sundar, J Dinsmore, FR Kardes International Journal of Research in Marketing 30 (2), 197-198, 2013 | 66 | 2013 |
| Everyday Consumer Aesthetics V Patrick, A Sundar Association for Consumer Research 45, 1006, 2017 | 59 | 2017 |
| The Influence of Repetitive Health Messages and Sensitivity to Fluency on the Truth Effect in Advertising A Sundar, FR Kardes, SA Wright Journal of Advertising 44 (4), 375-387, 2015 | 44 | 2015 |
| How Product Aesthetics Cues Efficacy Beliefs of Product Performance A Sundar, E Cao, M Karen Psychology & Marketing, 2020 | 38 | 2020 |
| Collaborative Art: A Transformational Force within Communities MG Bublitz, T Rank-Christman, L Cian, X Cortada, A Madzharov, ... Journal of the Association for Consumer Research 4 (4), 313-331, 2019 | 35 | 2019 |
| Not too ugly to be tasty: Guiding consumer food inferences for the greater good BE Pfeiffer, A Sundar, H Deval Food Quality and Preference 92, 104218, 2021 | 24 | 2021 |
| Metaphorical Communication, Self-Presentation, and Consumer Inference in Service Encounters A Sundar, J Dinsmore, W Paik, Sung-Hee, F Kardes Journal of Business Research 72 (1), 136–146, 2016 | 22 | 2016 |
| Is unnatural unhealthy? Think about it: Overcoming negative halo effects from food labels A Sundar, E Cao, R Wu, FR Kardes Psychology & Marketing 38 (8), 1280-1292, 2021 | 18 | 2021 |
| Punishing Politeness: The Role of Language in Promoting Brand Trust A Sundar, ES Cao Journal of Business Ethics, 1-22, 2018 | 18 | 2018 |
| When Sensory Marketing Works and When it Backfires A Sundar, TJ Noseworthy Harvard Business Review, 2016 | 14 | 2016 |
| Inferences on Negative Labels and the Horns Effect A Sundar, F Kardes, T Noseworthy, J Clarkson Advances in Consumer Research 42, 377-380, 2014 | 13 | 2014 |
| Blue-Washing the Green Halo: How Colors Color Ethical Judgments A Sundar, JJ Kellaris The Psychology of Design: Creating Consumer Appeal, 63-74, 2016 | 9 | 2016 |
| Brand touchpoints A Sundar Nova Science Publishers, Incorporated, 2018 | 8* | 2018 |
| The Influence of Language Style (Formal vs. Colloquial) on the Effectiveness of Charitable Appeals B Pfeiffer, A Sundar, E Cao Psychology & Marketing, 2022 | 7 | 2022 |
| Faded Fonts: How Difficulty in Image Processing Promotes Sensitivity to Missing Information A Sundar, R Wu, FR Kardes Interdisciplinary Journal of Signage and Wayfinding 3 (1), 16-27, 2019 | 6 | 2019 |
