|Academic Profile |
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Asst Prof Thomas Allard
Assistant Professor, College of Business (Nanyang Business School)
Phone: +65 67906137
Office: S3 B1C 97
|Thomas Allard is Assistant Professor of Marketing and International Business at Nanyang Technological University. He received his Ph.D. in Marketing from the University of British Columbia in 2016. His current research falls in two broad streams. One stream investigates the motives that arise from emotional experiences and morality 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 was featured at numerous national and international conferences, and published in leading Marketing journals such as Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research.|
Psychological Implications of Pricing Strategies
- 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, , Forthcoming.
- 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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