Academic Profile

Academic Profile

Mr Thomas Allard

Assistant Professor, College of Business (Nanyang Business School) - Division of Marketing

Mr Thomas Allard

Professor Allard's research falls into two broad streams. One stream investigates the motives that arise from emotional experiences and moral judgments and how these motives impact consumption choices. Another stream explores the psychological implications of pricing and price framing effects on consumers’ decision making.

His research is frequently featured at international conferences and has been published in leading marketing journals such as the Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research. His work was also featured in popular press outlets such as Harvard Business Review.

Professor Allard holds a Ph.D. in Marketing from the University of British Columbia. He teaches in the Undergraduate, Ph.D., Mini-Master, and EDHEC-NTU programs at the Nanyang Business School.

Personal website:
Research Interests
Morality and Emotional Experiences
Behavioral Pricing
Judgment and Decision Making
Selected Publications
  • Allard, Thomas, Lea H. Dunn, and Katherine White. (2020). Negative Reviews, Positive Impact: Consumer Empathetic Responding to Unfair Word-of-Mouth. Journal of Marketing, 84(4), 86-106.
  • Allard, Thomas, David Hardisty, and Dale Griffin. (2019). When "More" Seems Like Less: Differential Price Framing Increases the Choice Share of Higher-Priced Options. Journal of Marketing Research, 56(5), 826-841.
  • Allard, Thomas and Dale Griffin. (2017). Comparative Price and the Design of Effective Product Communications. Journal of Marketing, 81(5), 16-29.
  • Allard, Thomas and Katherine White. (2015). Cross-Domain Effects of Guilt on Desire for Self-Improvement Products. Journal of Consumer Research, 42(3), 401-419.

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