Professor Manoj Thomas is a behavioral scientist who uses behavioral science principles to make organizations more customer-centric. He trains managers to use behavioral science for smarter marketing decisions. Thomas has been the winner of the Apple Award for Excellence in Teaching, which is voted on by the graduating class of MBA students, and the Stephen Russell Family Teaching Award, which is voted on by the five-year residential MBA reunion class and indicates a lasting influence on their education.
Professor Thomas studies heuristics and biases in consumer decisions, particularly their price evaluations. He has identified several interesting psychological effects that influence price evaluations – such as the left-digit effect, the precision effect, and the credit card effect. His research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science, and Psychological Science. 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.
- Thomas, Manoj; Kyung, E. "Slider Scale or Text Box: How Response Format Shapes Responses" Journal of Consumer Research. (forthcoming).
- Kyung, Ellie; Thomas, Manoj; Krishna, Aradhna. "When Bigger is Better (and When it is Not): Implicit Bias in Numeric Judgments" Journal of Consumer Research. 44.1 (2017): 62-79
- Kyung, Ellie; Thomas, Manoj. "When Remembering Disrupts Knowing: Blocking Implicit Price Memory" Journal of Marketing Research. 53.6 (2016): 937-953
- Chakravarti, Amitav; Thomas, Manoj. "Why People (Don't) Buy: The GO and STOP Signals". Palgrave Macmillan. (2015): 232pp
- Ülkümen, Gülden; Thomas, Manoj. "Personal Relevance and Mental Simulation Amplify Duration Framing Effect" Journal of Marketing Research. 50.2 (2013): 194-206
- Tsai, Claire; Thomas, Manoj. "When Does Feeling of Fluency Matter? How Abstract and Concrete Thinking Influence Fluency Effects" Psychological Science. 22.3 (2011): 348-354
- Thomas, Manoj; Desai, Kalpesh; Seenivasan, Satheeshkumar. "How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices" Journal of Consumer Research. 38.1 (2011): 126-139
- Thomas, Manoj; Simon, Daniel; Kadiyali, Vrinda. "The Price Precision Effect: Evidence from Laboratory and Market Data" Marketing Science. 29.1 (2010): 175-190
- Thomas, Manoj; Morwitz, Vicki. "The Ease of Computation Effect: The Interplay of Metacognitive Experiences and Naïve Theories in Judgments of Price Difference" Journal of Marketing Research. 46.1 (2009): 81-91
- Ülkümen, Gülden; Thomas, Manoj; Morwitz, Vicki. "Will I Spend More in 12 Months or a Year? The Effect of Ease of Estimation and Confidence on Budget Estimates" Journal of Consumer Research. 35.2 (2008): 245-256
Awards and Honors
- Outstanding Reviewer Award (2016) Journal of Consumer Research
- Stephen Russell Teaching Award (based on vote by students who graduated 5 years ago) (2016) Johnson Graduate School of Management, Cornell University
- Apple Award for Excellence in Teaching (based on vote by graduating MBA class) (2010)
- Clifford H. Whitcomb Faculty Fellow (2008) Johnson Graduate School of Management
- NMI 5000 - Directed Reading and Research
- NCCT 5030 - Marketing Management I
- NBA 6620 - Product Marketing Insights
- NBA 6240 - Strategic Product and Marketing Immersion
- Ph D New York University -Stern School of Business, 2006
- MBA Indian Institute of Management, 1994
- BEng National Institute of Technology, 1992