Manoj K. Thomas

Manoj K. Thomas

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

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Interdisciplinary Theme

Faculty Expertise

  • Behavioral Research
  • Marketing


Samuel Curtis Johnson Graduate School of Management


Cornell Directory Entry


Professor Manoj Thomas is a behavioral scientist 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

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
  • NCCB 5030 - Marketing
  • NRE 5150 - PhD Seminar in Consumer Behavior: The Self in Consumption & Commerce

Academic Degrees

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