Manoj K. Thomas

Biography

Manoj Thomas is the Sabanci Professor of Management & Marketing and Associate Dean of NYC Initiatives. He oversees Johnson Cornell Tech MBA program, Johnson’s Executive MBA programs and new initiatives in NYC. Thomas is a behavioral scientist who runs experiments to understand, model, and predict customer behavior. His experiments explain how framing, user interface, and sociomoral factors influence customer behavior. His recent research examines customer behavior in digital markets.

Thomas trains business leaders to build and grow customer-centric businesses. His lectures are available online through eCornell’s certificate program on Consumer Behavior. He has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching.

Thomas is the co-author of the book Why People (Don’t) Buy: GO and STOP Signals. He is associate editor for the Journal of Consumer Research.

Selected Publications

• Thomas, Manoj; Ma, Yu; Gauri, Dinesh. "Food Craving Increases Unhealthy Food Purchases: A Study of SNAP Households"Journal of Marketing Research. 61.1 (2024): 49-69
• Thomas, Manoj. "Heuristic price theory: A model of pluralistic price evaluations"Consumer Psychology Review. 6.1 (2023): 75-91
• Monnier, Arnaud; Thomas, Manoj. "Experiential and Analytical Price Evaluations: How Experiential Product Description Affects Prices"Journal of Consumer Research. 49.4 (2022): 574-594
• Goenka, Shreyans; Thomas, Manoj. "Are Conservatives Less Likely Than Liberals to Accept Welfare? The Psychology of Welfare Politics"Journal of the Association for Consumer Research. 7.3 (2022): 305-315
• Kyung, Ellie; Thomas, Manoj; Krishna, Aradhna. "How Political Identity Influences COVID-19 Risk Perception: A Model of Identity-Based Risk Perception"Journal of the Association for Consumer Research. 7.3 (2022): 316-324
• Goenka, Shreyans; Thomas, Manoj. "The Malleable Morality of Conspicuous Consumption"Journal of Personality and Social Psychology. 118.3 (2020): 562-583
• Sokolova, Tatiana; Seenivasan, Satheesh; Thomas, Manoj. "The Left-Digit Bias: When and Why Are Consumers Penny Wise and Pound Foolish"Journal of Marketing Research. 57.4 (2020): 771-788
• Santana, Shelle; Thomas, Manoj; Morwitz, Vicki. "The Role of Numbers in the Customer Journey"Journal of Retailing. 96.1 (2020): 138-154
• Thomas, Manoj; Kyung, Ellie. "Slider Scale or Text Box: How Response Format Shapes Responses"Journal of Consumer Research. 45.6 (2019): 1274-1293
• Chun, HaeEun Helen; Park, Joowon; Thomas, Manoj. "Cold Anticipated Regret versus Hot Experienced Regret: Why Consumers Fail to Regret Unhealthy Consumption"Journal of the Association for Consumer Research. 4.2 (2019): 125-135

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)

Recent Courses

• NBAE 6400 - Behavioral Science for Marketing Decisions
• BANA 6260 - Consumer Behavior
• NCCB 5030 - Marketing
• NRE 5150 - PhD Seminar in Behavior 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