| Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. AY Lee, JL Aaker Journal of personality and social psychology 86 (2), 205, 2004 | 2115 | 2004 |
| “I” seek pleasures and “we” avoid pains: The role of self-regulatory goals in information processing and persuasion JL Aaker, AY Lee Journal of consumer Research 28 (1), 33-49, 2001 | 1902 | 2001 |
| “I” value freedom, but “we” value relationships: Self-construal priming mirrors cultural differences in judgment WL Gardner, S Gabriel, AY Lee Psychological science 10 (4), 321-326, 1999 | 1601 | 1999 |
| The pleasures and pains of distinct self-construals: the role of interdependence in regulatory focus. AY Lee, JL Aaker, WL Gardner Journal of personality and social psychology 78 (6), 1122, 2000 | 1563 | 2000 |
| The effect of conceptual and perceptual fluency on brand evaluation AY Lee, AA Labroo Journal of Marketing Research 41 (2), 151-165, 2004 | 1170 | 2004 |
| Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness AY Lee, PA Keller, B Sternthal Journal of Consumer Research 36 (5), 735-747, 2010 | 801 | 2010 |
| Remembering versus knowing: Issues in buyers’ processing of price information KB Monroe, AY Lee Journal of the Academy of Marketing Science 27, 207-225, 1999 | 700 | 1999 |
| The role of regulatory focus in preference construction J Wang, AY Lee Journal of Marketing research 43 (1), 28-38, 2006 | 571 | 2006 |
| Understanding regulatory fit JL Aaker, AY Lee Journal of marketing research 43 (1), 15-19, 2006 | 564 | 2006 |
| The effects of positive mood on memory AY Lee, B Sternthal Journal of consumer research 26 (2), 115-127, 1999 | 469 | 1999 |
| Stereotype efficiency reconsidered: Encoding flexibility under cognitive load. JW Sherman, AY Lee, GR Bessenoff, LA Frost Journal of personality and social psychology 75 (3), 589, 1998 | 437 | 1998 |
| Between two brands: A goal fluency account of brand evaluation AA Labroo, AY Lee Journal of Marketing Research 43 (3), 374-385, 2006 | 415 | 2006 |
| It's time to vote: The effect of matching message orientation and temporal frame on political persuasion H Kim, AR Rao, AY Lee Journal of Consumer Research 35 (6), 877-889, 2009 | 392 | 2009 |
| Motivations for promotion and prevention. DC Molden, AY Lee, ET Higgins The Guilford Press, 2008 | 389 | 2008 |
| The mere exposure effect: An uncertainty reduction explanation revisited AY Lee Personality and Social Psychology Bulletin 27 (10), 1255-1266, 2001 | 380 | 2001 |
| Effects of implicit memory on memory-based versus stimulus-based brand choice AY Lee Journal of marketing research 39 (4), 440-454, 2002 | 363 | 2002 |
| Be fit and be strong: Mastering self-regulation through regulatory fit J Hong, AY Lee Journal of consumer research 34 (5), 682-695, 2008 | 330 | 2008 |
| Feeling mixed but not torn: The moderating role of construal level in mixed emotions appeals J Hong, AY Lee Journal of Consumer Research 37 (3), 456-472, 2010 | 265 | 2010 |
| Looking into the future: A match between self-view and temporal distance G Spassova, AY Lee Journal of Consumer Research 40 (1), 159-171, 2013 | 231 | 2013 |
| When a threat to the brand is a threat to the self: The importance of brand identification and implicit self-esteem in predicting defensiveness M Lisjak, AY Lee, WL Gardner Personality and Social Psychology Bulletin 38 (9), 1120-1132, 2012 | 174 | 2012 |
