Academic Profile

Academic Profile

Asst Prof Thomas Allard

Assistant Professor, College of Business (Nanyang Business School)

Asst Prof Thomas Allard

Professor Thomas Allard is Assistant Professor in the Division of Marketing 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 is frequently featured at international conferences, and has been published in leading marketing outlets such as Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research.
Research Interests
Emotional Experiences
Psychological Implications of Pricing Strategies
Selected Publications
  • 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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