In this book we present the 'GO-STOP Signal Framework', which allows managers to better understand the triggers and barriers of consumer behavior. The GO signal energizes the consumer to approach and buy the product and the STOP signal inhibits her from spending money on the product. The relative potencies of these two signals are influenced not only by consumers’ conscious thinking but also by unconscious heuristics activated in the mind. The drivers of these two signals are numerous and many of them are not readily apparent to managers, which often leads to strategic missteps. More...


Kyung, Ellie; Thomas, Manoj; Krishna, Aradhna (2017) "When Bigger is Better (and When it is Not): Implicit Bias in Numeric Judgments" Journal of Consumer Research. [link]

Kyung, Ellie; Thomas, Manoj (2016). "When Remembering Disrupts Knowing: Blocking Implicit Price Memory" Journal of Marketing Research 53.6, 937-953.[link]

Thomas, Manoj; Park, Joowon (2014), “The Precision Effect: How Numerical Precision Influences Everyday Judgments,” in Neuroeconomics, Judgment, and Decision Making, eds Evan A. Wilhelms, Valerie F. Reyna, Psychology Press. [link]

Hamilton, Rebecca W.; Thompson, Debora V.; Arens, Zachary G.; Blanchard, Simon J.; Haubl, Gerald; Kannan, P.K.; Khan, Uzma; Lehmann, Donald R.; Meloy, Margaret G.; Roese, Neal J.; Thomas, Manoj (2014) "Consumer Substitution Decisions: An Integrative Framework" Marketing Letters 23(5), 305-317. [link]

Thomas, Manoj (2013) "Commentary on Behavioral Price Research: The Role of Subjective Experiences in Price Cognition" Academy of Marketing Science Review, 3(1), 141-145 [link]

Ulkumen, Gulden and Thomas, Manoj (2013), "Personal Relevance and Mental Simulation Amplify Duration Framing Effect" Journal of Marketing Research, 50(2), 194-206 [link]

Thomas, Manoj and Claire Tsai (2012) “Psychological Distance and Subjective Experience: How Distancing Reduces Feeling of Difficulty,” Journal of Consumer Research, 39 (2), 324-340 [PDF]

Thomas, Manoj, Kalpesh Desai and Satheeshkumar Seenivasan (2011), “How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices,” Journal of Consumer Research, 38(1), 126-39 [PDF]

Tsai, Claire and Manoj Thomas (2011), “When Do Feelings of Fluency Matter? How Abstract and Concrete Thinking Influence Fluency Effects,” Psychological Science, 22(3), 348-54 [PDF]

Thomas, Manoj, Daniel Simon and Vrinda Kadiyali (2010), “The Price Precision Effect: Evidence from Laboratory and Market Data,” Marketing Science, 29(1),175-190 [PDF]

Thomas, Manoj and Vicki Morwitz (2009), “Heuristics in Numerical Cognition: Implications for Pricing,” in Handbook of Research in Pricing, Vithala Rao, ed., Edward Elgar Publishing, 132-149 [PDF]

Thomas, Manoj and Vicki Morwitz (2009), “The Ease of Computation Effect: The Interplay of Metacognitive Experiences and Naïve Theories in Judgments of Price Difference,” Journal of Marketing Research, 46 (February), 81-91 [PDF]

Ülkümen, Gülden, Manoj Thomas and Vicki 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 Morwitz (2005), "Penny Wise and Pound Foolish: The Left Digit Effect in Price Cognition," Journal of Consumer Research, 32 (June), p.54-64 [PDF]