Aaron R. Brough

Truth is Complicated

Charlie Huenemann, Aaron R. Brough, Phebe Jensen, 2017 .

The “Sticky Choice” Bias in Sequential Decision-Making

Alexander Chernev, Aaron R. Brough, Mathew S. Isaac, 2008 .

When Two Is Better Than One: Polarization and Compromise in Unrestricted Choice

Alexander Chernev, Andrea Bonezzi, Aaron R. Brough, 2012 .

When Payless Meets Prada: Subtractive Judgments in Evaluating Product Bundles

Alexander Chernev, Aaron R. Brough, 2011 .

When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations

Alexander Chernev, Aaron R. Brough, A. Chernev, 2012 .

A Model of Profitable Service Recovery

Kristen Bell DeTienne, Aaron R. Brough, A. Brough, 2012 .