| Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor YH Lee, C Mason Journal of consumer research 26 (2), 156-169, 1999 | 499 | 1999 |
| Do reward programs build loyalty for services?: The moderating effect of satisfaction on type and timing of rewards HT Keh, YH Lee Journal of retailing 82 (2), 127-136, 2006 | 465 | 2006 |
| The ad creativity cube: Conceptualization and initial validation SH Ang, YH Lee, SM Leong Journal of the Academy of Marketing Science 35, 220-232, 2007 | 272 | 2007 |
| Manipulating ad message involvement through information expectancy: Effects on attitude evaluation and confidence YH Lee Journal of Advertising 29 (2), 29-43, 2000 | 229 | 2000 |
| When uncertainty brings pleasure: The role of prospect imageability and mental imagery YH Lee, C Qiu Journal of Consumer Research 36 (4), 624-633, 2009 | 204 | 2009 |
| The differential interaction of auditory and visual advertising elements with Chinese and English NT Tavassoli, YH Lee Journal of Marketing Research 40 (4), 468-480, 2003 | 150 | 2003 |
| Partitioned pricing in advertising: Effects on brand and retailer attitudes Y Hwai Lee, C Yuen Han Marketing Letters 13, 27-40, 2002 | 130 | 2002 |
| What's funny and what's not: The moderating role of cultural orientation in ad humor YH Lee, EAC Lim Journal of advertising 37 (2), 71-84, 2008 | 116 | 2008 |
| Brand name suggestiveness: A Chinese language perspective YH Lee, KS Ang International Journal of Research in Marketing 20 (4), 323-335, 2003 | 95 | 2003 |
| Necessary but not sufficient: Beyond novelty in advertising creativity SH Ang, SM Leong, YH Lee, SL Lou Journal of Marketing Communications 20 (3), 214-230, 2014 | 70 | 2014 |
| Frontline employees’ nonverbal cues in service encounters: a double-edged sword EAC Lim, YH Lee, MD Foo Journal of the Academy of Marketing Science 45, 657-676, 2017 | 68 | 2017 |
| Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response EAC Lim, SH Ang, YH Lee, SM Leong Journal of Pragmatics 41 (9), 1778-1793, 2009 | 40 | 2009 |
| The joint effects of choice assortment and regulatory focus on choice behavior A Som, YH Lee International Journal of Research in Marketing 29 (2), 202-209, 2012 | 39 | 2012 |
| When good cheer goes unrequited: How emotional receptivity affects evaluation of expressed emotion YH Lee, EAC Lim Journal of Marketing Research 47 (6), 1151-1161, 2010 | 39 | 2010 |
| Brand personality inference: The moderating role of product meaning D Kum, L Bergkvist, YH Lee, SM Leong Journal of marketing management 28 (11-12), 1291-1304, 2012 | 30 | 2012 |
| Testing to prevent bad translation: Brand name conversions in Chinese–English contexts D Kum, YH Lee, C Qiu Journal of Business Research 64 (6), 594-600, 2011 | 28 | 2011 |
| Understanding how changes within service experiences impact prospective vs. retrospective time judgments EAC Lim, D Kum, YH Lee Journal of the academy of marketing science 43, 730-745, 2015 | 26 | 2015 |
| What is consumer well-being to Asians? SM Leong, SH Ang, JA Cote, YH Lee, MJ Houston Social indicators research 126, 777-793, 2016 | 24 | 2016 |
| The effect of attribute order on judgment in Chinese and English. NT Tavassoli, YH Lee Journal of Experimental Psychology: Applied 10 (4), 258, 2004 | 13 | 2004 |
| Interference of picture and brand name in a multiple linkage ad context YH Lee, SH Ang Marketing Letters 14, 273-288, 2003 | 12 | 2003 |
