Manoj Thomas

Manoj Thomas

  • Associate Professor
  • Nakashimato Professor
  • Area Coordinator for Marketing and Management Communication

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Interdisciplinary Theme

  • Behavioral Economics and Decision Research
  • Business of Food
  • Innovation, Entrepreneurship & Technology

Faculty Expertise

  • Behavioral Research
  • Marketing


Samuel Curtis Johnson Graduate School of Management


Cornell Directory Entry


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

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