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


Dr. Manoj Thomas is Nakashimato Professor of Marketing and Senior Director of Executive MBA and MSBA programs. 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.

Thomas has published several research papers on the psychology of price evaluations. By characterizing irrational responses such as the left-digit effect, the price precision effect, and the mode of payment effect, Thomas has demonstrated the pervasive influence of heuristics and biases on price evaluations. He also studies how political identity and moral beliefs influence consumer behavior. 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 Consumer 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