Manoj Thomas

Manoj Thomas

Associate Professor

Breazzano Family Term Professorship of Management

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Faculty Area

Interdisciplinary Themes

  • Behavioral Economics and Decision Research
  • Innovation, Entrepreneurship & Technology
  • Business of Food

Faculty Expertise

  • Marketing
  • Decision Making


Samuel Curtis Johnson Graduate School of Management
Cornell Directory Entry


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.

Selected Publications

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

Recent Courses

  • NMI 5000 - Directed Reading and Research
  • NCCT 5030 - Marketing Management I
  • NBA 6620 - Product Marketing Insights
  • NBA 6240 - Strategic Product and Marketing Immersion

Academic Degrees

  • Ph D New York University -Stern School of Business, 2006
  • MBA Indian Institute of Management, 1994
  • BEng National Institute of Technology, 1992
Manoj Thomas