Manoj Thomas

Biography

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 an Associate Editor for the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Consumer Psychology.

Selected Publications

• Goenka, Shreyans; Thomas, Manoj. "The Malleable Morality of Conspicuous Consumption" Journal of Personality and Social Psychology. (forthcoming).
• 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
• NMI 5000 - Directed Reading and Research
• NCCB 5030 - Marketing
• NBA 6620 - Product Marketing Insights

Academic Degrees

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