S. Sood, Y. Rottentreich, and L. Brenner (2004) "On Decisions That Lead to Decisions," Journal of Consumer Research.
Keller, K. and S. Sood (2003), "Brand Equity Dilution: Your Brand May Be Less Vulnerable Than You Think," Sloan Management Review.
Zhang, S. and S. Sood (2002), "Deep and Surface Cues: Brand Extension Evaluations by Children and Adults," Journal of Consumer Research, v29, n1, p. 129-141.
Keller, K. and S. Sood (2001), "The Ten Commandments of Global Branding," Asian Journal of Marketing, 8 (2), p. 97-108.
Bridges, S., Keller, K., and S. Sood (2000), "Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links," Journal of Advertising, v29, n4, p.1-11.
Kirmani, A., S. Sood, and S. Bridges (1999), "The Ownership Effect in Consumer Responses to Brand Line Stretches," Journal of Marketing, v63, n1, p. 88-101.
Rottentreich, Y., L. Brenner and S. Sood (1999), "Similarity Between Hypotheses and Evidence," Cognitive Psychology, v38, n1, p. 110-128.
Brenner, L., Y. Rottenstreich and S. Sood (1999), "Comparison, Grouping, and Preference," Psychological Science, v10, n3, p. 225-229.
RESEARCH UNDER REVIEW
"The Effects Of Trivial Features And Types Of Comparisons On Choice Deferral," with Shi Zhang, revising for resubmission to Journal of Marketing Research.
"The Effects of Branding Strategies and Product Experience on Brand Evaluations" with Kevin Lane Keller, revising for resubmission to Journal of Marketing.
"On Self Referencing Differences in Judgment and Choice," with Mark Forehand, under review at Organizational Behavior and Human Decision Processes.
SELECTED RESEARCH IN PROGRESS
"Competitive Anticipation in Marketing Decision Making"
"Generated and Selected Preferences," with Lyle Brenner and Yuval Rottenstreich."On Sensitivity to Losses and Sensitivity to Negative Changes," with Lyle Brenner and Yuval Rottenstreich.