Manoj K. Thomas

Biography

Professor Manoj Thomas is a consumer psychologist who trains business executives to be customer-centric leaders. Thomas has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching. Professor Thomas studies the unconscious heuristics and biases that influence consumer decision making. His current research focuses on how heuristic thinking in numerical cognition and moral reasoning influence consumer behavior. He is an associate editor for the Journal of Consumer Research and the Journal of Marketing Research. He is the co-author of the book Why People (Don't) Buy: GO and STOP signals.

Selected Publications

• Goenka, Shreyans; Thomas, Manoj. "The Malleable Morality of Conspicuous Consumption"Journal of Personality and Social Psychology. 118.3 (2020): 562-583
• Thomas, Manoj; Kyung, Ellie. "Slider Scale or Text Box: How Response Format Shapes Responses"Journal of Consumer Research. 45.6 (2019): 1274-1293
• 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

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
• NRE 5150 - Doctoral Seminar in Behavioral Marketing
• NCCB 5030 - 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