Academic Profile

Academic Profile

Asst Prof Thomas Allard

Assistant Professor
Division of Marketing and International Business
College of Business (Nanyang Business School)

Phone: (+65)6790 6137
Office: S3-B1C-97

  • PhD University of British Columbia 2016
  • MSc HEC Montreal 2007
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 research falls in two broad streams. One stream investigates the motives that arise moral transgressions, and how these motives impact consumption choices. Another stream explores the psychological implications of pricing and framing effects relative to pricing on consumers’ decision-making processes. His research has been published in the Journal of Consumer Research and the Journal of Marketing.
Research Interests
Emotional Experiences
Psychological Implications of Pricing Strategies
Selected Publications
  • 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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