- Masters, Tamara and Arul Mishra (2019), “The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products,” Journal of Consumer Psychology (forthcoming).
- Tamara Masters, Arul Mishra, & Himanshu Mishra (2017). Phantom Limb and a New Approach to Understanding the WTA–WTP Disparity. Journal Of Neuroscience, Psychology, And Economic 10(2-3)
- Sangkil Moon, Arul Mishra, Himanshu Mishra & Moon Young Kang (2016). Cultural and Economic Impacts on Global Cultural Products: Evidence from US Movies. Journal of International Marketing Vol. 24(3)
- Himanshu Mishra & Arul Mishra (2016). Thinking Outside the Euclidean Box: Riemannian Geometry and Inter-Temporal Decision-Making. PLOS ONE http://journals.plos.org/plosone/article?id=10.1371%2Fjournal.pone.0145159
- Keith Botner, Himanshu Mishra, Arul Mishra (2015), “Fighting For a Cause or Against It: A Longitudinal Perspective, Journal of Marketing Research, 52 (February).
- Himanshu Mishra, Arul Mishra, and Oscar Moreno, (2015), “Bias in spatial risk assessment,” Management Science, 61 (April).
- Himanshu Mishra, Arul Mishra, Jessica Rixom, and Promothesh Chatterjee (2013), “Influence of Motivated Reasoning on Saving and Spending Decisions,” Organizational Behavior and Human Decision Processes, 121 (May).
- Arul Mishra, Himanshu Mishra, and Tamara M. Masters. (2012), “The Influence of Bite-Size on Quantity of Food Consumed: A Field Study,” Journal of Consumer Research, 38 (February).
- Himanshu Mishra, Arul Mishra, and Baba Shiv (2011), “In Praise of Vagueness: Malleability of Vague Information as a Performance-Booster,” Psychological Science, 22 (6).
- Arul Mishra and Himanshu Mishra (2011), “The Influence of Price Discount versus Bonus Pack on the Preference for Virtue and Vice Foods,” Journal of Marketing Research, 47 (February)
- Arul Mishra and Himanshu Mishra (2010), “We are what We Consume: The Influence of Food Consumption on Impulsive Choice,” Journal of Marketing Research, 47 (December).
- Arul Mishra and Himanshu Mishra (2010), “Border Bias: The Belief that State Borders can Protect against Disasters,” Psychological Science, 21 (11).
- Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2010), “How Salary Receipt Affects Consumers’ Regulatory Motivations and Product Preferences,” Journal of Marketing, 74 (September).
- Arul Mishra, Himanshu Mishra, and Dhananjay Nayakankuppam (2009), “The Group Contagion Effect: The Influence of Spatial Groupings on Perceived Contagion and Preferences,” Psychological Science, 20 (July).
- Arul Mishra (2009), “The Influence of Contagious versus Non-contagious Product Groupings on Consumer Preferences,” Journal of Consumer Research, 36 (June).
- Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2007), “Seeing Through the Heart’s Eye: The Interference of System 1 in System 2”, Marketing Science, 26 (5).
- Arul Mishra and Dhananjay Nayakankuppam (2006), “Consistency and Validity Issues in Consumer Judgments,” Journal of Consumer Research, 33 (December). (Lead article)
- Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2006), “Money: A Bias for the Whole,” Journal of Consumer Research, 32 (March).