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Faculty & Research

Manoj Thomas

Professor Thomas' research focuses on psychological processes that underlie consumer behavior. His current research projects can be grouped under two streams: The psychology of value assessment and the role of processing fluency in judgments. Under the first stream of research, he examines how consumers perceive and judge price information, decide how much to pay for a product (i.e., WTP), and how they use price and other attribute information to judge the quality of new products. In the other stream of research, he investigates how feelings caused by fluency of cognitive processing, ease of retrieving information from memory, and perceptual uncertainty affect consumers' judgments and behavior. His research has been published in the Journal of Consumer Research and the Journal of Marketing Research.

Manoj has taught marketing management, brand management, and product management. He received the Stern Award for PhD Teaching Excellence in 2005 and in 2006.