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Assistant Professor of
Marketing Clifford H. Whitcomb
Faculty Fellow 353 Sage Hall S.C. Johnson Graduate School of Management, Cornell University, Ithaca, NY 14853-6201 Phone: 607-255-7207 Email: manojthomas@cornell.edu |
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Manoj
Thomas
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Background__________________________________________________________________________________
Ph.D., New York University, 2006 M.B.A., Indian Institute of Management Calcutta, India,
1994 B.E., National Institute of Technology Bhopal, India,
1992 Research Interests___________________________________________________________________________
My research examines the psychological processes that
underlie consumer behavior. My current research projects can be grouped under
two streams: § The psychology of value assessment: I examine how
consumers perceive and process prices, decide how much to pay for a product,
and how they use price and other attribute information to judge the quality
of new products. § Fluency and
metacognitive monitoring: In this stream of research, I investigate
how feelings caused by fluency or disfluency of information processing, ease or
difficulty of retrieving information from memory, and feelings of uncertainty
affect consumers’ judgments and decisions. Journal Articles______________________________________________________________________________
§ Thomas, Manoj and Vicki
G. Morwitz (forthcoming), “The Ease of Computation Effect: The Interplay of
Metacognitive Experiences and Naïve Theories in Judgments of Price
Difference.” Journal of Marketing
Research (forthcoming). [PDF] § Ülkümen,Gülden,
Manoj Thomas and Vicki G. Morwitz (2008), “Will I Spend More in 12 Months or
a Year? The Effect of Ease of Estimation and Confidence on Budget Estimates.”
Journal of Consumer Research, 35
(August), 245-256. [PDF] § Thomas, Manoj and
Geeta Menon (2007), "When Internal Reference Prices and Price
Expectations Diverge: The Role of Confidence," Journal of Marketing Research, 44 (August), 401-409. [PDF] § Thomas, Manoj and
Vicki G. Morwitz (2005), "Penny Wise and Pound Foolish: The Left Digit
Effect in Price Cognition," Journal
of Consumer Research, 32 (June), p.54-64. [PDF]
Book Chapter________________________________________________________________________________
§ Thomas, Manoj and
Vicki G. Morwitz (2008), “Heuristics in Numerical Cognition: Implications for
Pricing,” in Handbook of Research in
Pricing, Vithala Rao, ed., Edward Elgar Publishing.[PDF] Other Publications____________________________________________________________________________ § Thomas, Manoj
(2006), “The Role of Metacognition in Consumers’ Judgments,” Advances in Consumer Research, Eds.
Gavan J. Fitzsimons and Vicki G. Morwitz, Vol 34, 28-30. [PDF] § Thomas, Manoj and
Vicki G. Morwitz (2005), “A Penny Saved,” Stern
Business, Fall/Winter, 20-23. § Thomas, Manoj,
Sucharita Chandran and Yaacov Trope (2005), “Distance Lends Structure to the
View: Temporal Construal and Value Perceptions,” Advances in Consumer Research, Eds. Geeta Menon and Akshay Rao,
Vol 32, 182-184. [PDF] § Thomas, Manoj and
Geeta Menon (2005), “Effects of Repetition on Price Comparison Process,” Advances in Consumer Research, Eds.
Geeta Menon and Akshay Rao, Vol 32, 72-74. [PDF] § Thomas, Manoj and
Vicki G. Morwitz (2005), “Holistic Versus Digital Models of Multi-Digit
Numerical Comparison,” Advances in
Consumer Research, Eds. Geeta Menon and Akshay Rao, Vol 32, 445-448. [PDF] § Thomas, Manoj and
Vicki G. Morwitz (2004), “Effects of Framing on Magnitude Perceptions of
Prices,” Advances in Consumer Research,
Eds. Barbara E. Kahn and Mary Frances Luce, Vol 31, 454-456. |