Academic Profile : No longer with NTU

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Thomas Allard
Assistant Professor, College of Business (Nanyang Business School) - Division of Marketing
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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, Journal of Consumer Research, and Journal of Consumer Psychology. His work was also featured in popular press outlets such as Harvard Business Review and the Wall Street Journal.

Professor Allard holds a Ph.D. in Marketing from the University of British Columbia. He teaches in the Undergraduate, Ph.D., Mini-Master, M.Sc., and EDHEC-NTU Global BBA programs at the Nanyang Business School.
Morality and Emotional Experiences
Behavioral Pricing
Judgment and Decision Making
  • Linearization Fallacy in Food Quantity Estimates