Authors: Herd, Kelly B Mehta, Ravi

Citation: B. Herd, Kelly et Mehta, Ravi, Head versus Heart: The Effect of Objective versus Feelings-Based Mental Imagery on New Product Creativity, Journal of consumer research JCR;Consumer research , 46(1), 2019, pp. 36-52

Authors: Mehta, Ravi Zhu, Rui Meyers-Levy, Joan

Citation: Mehta, Ravi et al., When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle, Journal of consumer research JCR;Consumer research , 41(2), 2014, pp. 475-488

Authors: Mehta, Ravi Dahl, Darren W. Zhu, Rui (Juliet)

Citation: Mehta, Ravi et al., Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance, Journal of consumer research JCR;Consumer research , 44(3), 2017, pp. 536-553

Authors: Mehta, Ravi Zhu, Meng

Citation: Mehta, Ravi et Zhu, Meng, Creating When You Have Less: The Impact of Resource Scarcity on Product Use Creativity, Journal of consumer research JCR;Consumer research , 42(5), 2016, pp. 767-782