Manoj K. Thomas

Manoj K. Thomas

  • Demir Sabanci Professor of Marketing and Management
  • Senior Director of EMBA and NYC Programs
  • Associate Dean of New York City Initiatives

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Interdisciplinary Theme

Faculty Expertise

  • Behavioral Research
  • Marketing


Samuel Curtis Johnson Graduate School of Management


Cornell Directory Entry


Manoj Thomas is the Sabanci Professor of Management & Marketing and Associate Dean of NYC Initiatives. He oversees Johnson Cornell Tech MBA program, Johnson’s Executive MBA programs and new initiatives in NYC. Thomas is a behavioral scientist who runs experiments to understand, model, and predict customer behavior. His experiments explain how framing, user interface, and sociomoral factors influence customer behavior. His recent research examines customer behavior in digital markets.

Thomas trains business leaders to build and grow customer-centric businesses. His lectures are available online through eCornell’s certificate program on Consumer Behavior. He has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching.

Thomas is the co-author of the book Why People (Don’t) Buy: GO and STOP Signals. He is associate editor for the Journal of Consumer 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)

Recent Courses

  • NBAE 6400 - Behavioral Science for Marketing Decisions
  • BANA 6260 - Consumer Behavior
  • NCCB 5030 - Marketing
  • NRE 5150 - PhD Seminar in Behavior Marketing

Academic Degrees

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