Professor Manoj Thomas is a behavioral scientist who trains executives and MBA students to use behavioral science for smarter marketing decisions. Thomas has been awarded 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 is an expert on behavioral pricing. He has identified several interesting psychological effects such as the left-digit effect, the price precision effect, and the credit card effect. These effects provide insights into how consumers evaluate prices and make purchase decisions. He is the co-author of the book Why People (Don't) Buy: GO and STOP signals. He is on the editorial review boards of Journal of Marketing Research, Journal of Consumer Research, and an Associate Editor for the Journal of Consumer Psychology.
Goenka, Shreyans; Thomas, Manoj. "The Malleable Morality of Conspicuous Consumption" Journal of Personality and Social Psychology. (forthcoming).