Professor Manoj Thomas is a behavioral scientist who trains business executives 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’ research examines the unconscious go and stop signals in people’s minds that influence their purchase decisions. 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. (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

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