Manoj K. Thomas

Biography

Dr. Manoj Thomas is a behavioral scientist who trains business executives to be customer-centric leaders and encourages them to build meaningful and purposeful connections with customers. Thomas has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching. Thomas is an expert on the psychology of price evaluations. He also studies how political identity and moral beliefs influence consumer behavior. His research has been published in marketing and psychology journals. He is the co-author of the book Why People (Don't) Buy: GO and STOP signals. He is an associate editor for the Journal of Marketing Research and the Journal of Consumer Research.

Selected Publications

• Monnier, Arnaud; Thomas, Manoj. "Experiential and Analytical Evaluation of Prices" (in preparation).
• Kyung, Ellie; Thomas, Manoj; Krishna, Aradhna. "How Political Identity Influences COVID-19 Risk Perception: A Model of Identity-Based Risk Perception" (in preparation).
• Goenka, Shreyans; Thomas, Manoj. "Are Conservatives Less Likely Than Liberals to Accept Welfare? The Psychology of Welfare Politics"Journal of the Association for Consumer Research. (forthcoming).
• Goenka, Shreyans; Thomas, Manoj. "The Malleable Morality of Conspicuous Consumption"Journal of Personality and Social Psychology. 118.3 (2020): 562-583
• Sokolova, Tatiana; Seenivasan, Satheesh; Thomas, Manoj. "The Left-Digit Bias: When and Why Are Consumers Penny Wise and Pound Foolish"Journal of Marketing Research. 57.4 (2020): 771-788
• Thomas, Manoj; Kyung, Ellie. "Slider Scale or Text Box: How Response Format Shapes Responses"Journal of Consumer Research. 45.6 (2019): 1274-1293
• 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
• Chun, HaeEun Helen; Park, Joowon; Thomas, Manoj. "Cold Anticipated Regret versus Hot Experienced Regret: Why Consumers Fail to Regret Unhealthy Consumption"Journal of the Association for Consumer Research. 4.2 (2019): 125-135
• 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

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

• NBAE 6400 - Behavioral Science for Marketing Decisions
• NCCB 5030 - Marketing
• NRE 5150 - PhD Seminar in Behavior Marketing
• NBA 6930 - Strategy and Tactics of Pricing

Academic Degrees

• PhD Stern School of Business, New York University, 2006
• MBA Indian Institute of Management, Calcutta, 1994
• BEng National Institute of Technology, 1992