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Faculty & Research

Manoj Thomas

Professor Manoj Thomas does research 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. His work has been cited in the popular media such as National Public Radio, Science, Wall Street Journal, and the Washington Post. Manoj has been recognized as a Marketing Science Young Scholar (2009) and was recently nominated the Clifford H. Whitcomb faculty fellow by Cornell University (2008).

At the Johnson School, Manoj teaches Strategic Brand Management and Product Management. He has been on Johnson School's teaching honor roll in all the semesters that he has taught. He has also taught Marketing Management at Stern where he received the Stern Award for PhD Teaching Excellence.