| Subtle signals of inconspicuous consumption J Berger, M Ward The Journal of Consumer Research 37 (4), 555-569, 2010 | 795 | 2010 |
| It’s Not Me, It’s You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness MK Ward, SM Broniarczyk Journal of Consumer Research 38 (1), 164-181, 2011 | 258 | 2011 |
| Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand MK Ward, DW Dahl Journal of Consumer Research 41 (3), 590-609, 2014 | 235 | 2014 |
| The benefit of becoming friends: Complaining after service failures leads customers with strong ties to increase loyalty N Umashankar, MK Ward, DW Dahl Journal of Marketing 81 (6), 79-98, 2017 | 131 | 2017 |
| The Same Old Song: The Power of Familiarity in Music Choice MK Ward, JK Goodman, JR Irwin | 93 | 2013 |
| Ask and you shall (not) receive: Close friends prioritize relational signaling over recipient preferences in their gift choices MK Ward, SM Broniarczyk Journal of Marketing Research 53 (6), 1001-1018, 2016 | 89 | 2016 |
| Gift giving. MK Ward, C Chan Cambridge University Press, 2015 | 12 | 2015 |
