Manoj Thomas

Manoj Thomas

Director, Business Simulation Laboratory
Associate Professor of Marketing

369 Sage Hall
Samuel Curtis Johnson Graduate School of Management
Cornell University
Ithaca, NY 14853-6201
Phone: 607-255-7207

Professor Manoj Thomas is a consumer psychologist. Thomas conducts experimental studies to unveil the nonconscious mental processes that influence consumer behavior. He has identified several interesting behavioral phenomena – such as the left-digit effect, the precision effect, and the credit card effect – that illustrate how heuristics and feelings influence consumer decisions. His research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science, and Psychological Science. His research has also been discussed in a variety of popular media outlets such as NPR, Wall Street Journal, and Scientific American. Thomas is an Associate Editor for the Journal of Consumer Psychology, and is also on the editorial review boards of the Journal of Consumer Research and the Journal of Marketing Research.

At Johnson, Thomas leads the Students-as-Consultants (Marketing Immersion) program wherein students in his class gain hands-on experience by serving as consultants to companies. He also teaches elective courses to MBA students and executives, wherein he trains students to identify and test powerful consumer insights. In 2010, Johnson's graduating MBA class voted him to receive the Apple Award for Excellence in Teaching.

Curriculum Vitae (CV)

Click here to view the curriculum vitae (PDF document).

Accepted Papers

  • Kyung, Ellie; Thomas, Manoj; Krishna, Aradhna.  "When Bigger is Better (and When it is Not): Implicit Bias in Numeric Judgments"  Journal of Consumer Research  (Accepted)

Published Papers

Working Papers

  • Lee, Leonard; Thomas, Manoj.  "Music and Consummatory Focus: How Background Music Changes Preferences"

  • Sokolova, Tatiana; Thomas, Manoj.  "Towards a Better Understanding of the Left-Digit Effect"

  • Kyung, Ellie; Thomas, Manoj.  "When and Why Recall Disrupts Price Comparisons"

Scholarly Books

Book Chapters