"Moshe Givon, "Variety Seeking Through Brand Switching," Marketing Science, Vol. 3, No. 1, 1984, 1-22.
Moshe Givon and Zur Shapira, "Response to Rating Scales: A Theoretical Model and Its Application to the Number of Categories Problem," Journal of Marketing Research, Vol. XXI, November 1984, 410-419
Buchanan Bruce, Moshe Givon and Arieh Goldman, "The Measurement of Discrimination Ability in Taste Tests: An Empirical Investigation," Journal of Marketing Research, Vol. XXIV, May 1987, 154-163.
Moshe Givon, "Taste Tests: Changing the Rules to Improve the Game," Marketing Science, Vol. 8, No. 3, 1989, 281-290.
Moshe Givon and Dan Horsky, "Untangling the Effects of Purchase Reinforcement and Advertising Carryover," Marketing Science, Vol. 9, No. 2, 1990, 171-187.
Moshe Givon, Vijay Mahajan and Eitan Muller, "Software Piracy: Estimation of Lost Sales and the Impact on Software Diffusion", Journal of Marketing, Vol. 59 (January 1995), 29-37
