Manoj K. Thomas

Manoj K. Thomas

  • Professor
  • Senior Director of EMBA and MSBA Programs
  • Nakashimato Professor

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Interdisciplinary Theme

Faculty Expertise

  • Behavioral Research
  • Marketing


Samuel Curtis Johnson Graduate School of Management


Cornell Directory Entry


Manoj Thomas is the Nakashimato Professor of Marketing and Associate Dean of NYC Initiatives. Thomas is a behavioral scientist who trains MBA students and executives to be customer-centric leaders and encourages them to build meaningful and purposeful connections with customers. His lectures on consumer insights are available online through eCornell's certificate program on Consumer Behavior. Thomas has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching.

An expert in numerical cognition and behavioral pricing, Thomas studies the psychological underpinnings of consumers’ purchasing decisions. His research characterizes interesting phenomena such as the left-digit effect and the price precision effect, illustrating how subtle numerical cues can impact consumer behavior. Additionally, his recent work examines the role of moral considerations in shopping choices, offering insights into the complex interplay between morality and economics in consumer behavior. Through his studies, Thomas provides a deeper understanding of consumer behavior.

He 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 and was previously associate editor for the Journal of Marketing Research.

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)

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