All Publications || Pricing & Numerical Cognition || Morality & Ideology
Ellie Kyung, Manoj Thomas, and Aradhna Krishna (2025), The Scale Orientation Effect: How Spatial and Magnitude Orientation of Scales Shape Survey Responses, Journal of Consumer Research. [link]
Deepak Sirwani, Srishti Kumar, and Manoj Thomas (2025), Overestimating Stars, Underestimating Numbers: The Hidden Impact of Rating Formats, Journal of Marketing Research. [link] See report in Cornell Chronicle.
Manoj Thomas and Arnaud Monnier (2024), Affective Price Evaluations: How Pain, Pleasure, and Metacognitive Feeling Influence Price Evaluations, New Directions in Behavioral Pricing, Ed. Chezy Ofir, World Scientific Publishing Company [link]
Manoj Thomas (2022), Hueristic Price Theory: A Model of Pluralistic Price Evaluations, Consumer Psychology Review. [link]
Arnaud Monnier and Manoj Thomas (2022), Experiential and Analytical Price Evaluations: How Experiential Product Description Affects Prices, Journal of Consumer Research, 49(4). [link]
Joowon Park, Clarence Lee, and Manoj Thomas (2021), Why Do Cashless Payments Increase Unhealthy Consumption? The Decision-Risk Inattention Hypothesis, Journal of Association for Consumer Research. [link]
Tatiana Sokolova, Satheesh Seenivasan, and Manoj Thomas (2020), The Left-Digit Bias: When are Consumers Penny Wise and Pound Foolish, Journal of Marketing Research. [link]
Ellie Kyung, Manoj Thomas, and Aradhna Krishna (2017), When Bigger is Better (and When it is Not): Implicit Bias in Numeric Judgments, Journal of Consumer Research, 44(1), 62-79. [link]
Ellie Kyung and Manoj Thomas (2016), When Remembering Disrupts Knowing: Blocking Implicit Price Memory, Journal of Marketing Research 53(6), 937-953.[link]
Manoj Thomas (2013), Commentary on Behavioral Price Research: The Role of Subjective Experiences in Price Cognition, Academy of Marketing Science Review, 3(1), 141-145 [link]
Manoj Thomas, 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] See reports in NBC and The Atlantic.
Manoj Thomas, Daniel Simon and Vrinda Kadiyali (2010), The Price Precision Effect: Evidence from Laboratory and Market Data, Marketing Science, 29(1),175-190 [PDF] See report in NPR.
Manoj Thomas 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]
Manoj Thomas 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]
Gülden Ülkümen, 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]
Manoj Thomas 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]
Manoj Thomas 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]
Shelle Santana, Manoj Thomas, and Vicki Morwitz (2020), The Role of Numbers in the Customer Journey, Journal of Retailing, 96(1), 138-154.[link]
Manoj Thomas, and Ellie Kyung (2018), Slider Scale or Text Box: How Response Format Shapes Responses, Journal of Consumer Research, 45(6), 1274–1293 [link]
Ellie Kyung, Manoj Thomas, and Aradhna Krishna (2017), When Bigger is Better (and When it is Not): Implicit Bias in Numeric Judgments, Journal of Consumer Research, 44(1), 62-79. [link]
Ellie Kyung and Manoj Thomas (2016), When Remembering Disrupts Knowing: Blocking Implicit Price Memory, Journal of Marketing Research 53(6), 937-953.[link]
Martin Spann, Robert Zeithammer, Marco Bertini, Ernan Haruvy, Sandy D. Jap, Oded Koenigsberg, Vincent Mak, Peter Popkowski Leszczyc, Bernd Skiera and Manoj Thomas (2017), Beyond Posted Prices: the Past, Present, and Future of Participative Pricing Mechanisms, Customer Needs and Solutions [link]
Manoj Thomas and Joowon Park (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]
Manoj Thomas (2013), Commentary on Behavioral Price Research: The Role of Subjective Experiences in Price Cognition, Academy of Marketing Science Review, 3(1), 141-145 [link]
Manoj Thomas, 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] See reports in NBC and The Atlantic.
Manoj Thomas, Daniel Simon and Vrinda Kadiyali (2010), The Price Precision Effect: Evidence from Laboratory and Market Data, Marketing Science, 29(1),175-190 [PDF] See report in NPR.
Manoj Thomas 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]
Manoj Thomas 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]
Gülden Ülkümen, 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]
Manoj Thomas 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]
Manoj Thomas 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]