Good Reasons Sell: Reason - Based Choice Among Group and Individual Investors in the Stock Market. - Brad M. Barber; Chip Heath; Terrance Odean (Manag. Sci., 2003)

Idea Habitats: How the Prevalence of Environmental Cues Influences the Success of Ideas. - Jonah A. Berger; Chip Heath (Cogn. Sci., 2005)

The Repetition-Break Plot Structure: A Cognitive Influence on Selection in the Marketplace of Ideas. - Jeffrey Loewenstein; Chip Heath (Cogn. Sci., 2009)

The Repetition-Break Plot Structure: A Tool for Persuasion. - Jeffrey Loewenstein; Rajagopal Raghunathan; Chip Heath (CogSci, 2011)