Berger, Jonah and Gráinne M. Fitzsimons (2008), “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Journal of Marketing Research, 45(1), 1-14. (Lead Article)
Wheeler, S. Christian and Jonah Berger (2007), "When the Same Prime Leads to Different Effects,” Journal of Consumer Research, 34(3), 357-368.
Berger, Jonah and Chip Heath (2007), “Where Consumers Diverge from Others: Identity-Signaling and Product Domains,” Journal of Consumer Research, 34(2), 121-134. (Lead Article)
Berger, Jonah, Michaela Draganska, and Itamar Simonson (2007), “The Influence of Product Variety on Brand Perceptions and Choice,” Marketing Science, 26, 460-472. (Lead Article)
Pronin, Emily, Jonah Berger, and Sarah Molouki (2007), “Alone in a Crowd of Sheep: Asymmetric Perceptions of Conformity and Their Roots in an Introspection Illusion,” Journal of Personality and Social Psychology, 92(4), 585-595.