Academic Profile

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 programs at the Nanyang Business School.
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Thomas Allard
Morality and Emotional Experiences
Behavioral Pricing
Judgment and Decision Making
  • Linearization Fallacy in Food Quantity Estimates
  • Allard, Thomas and Brent McFerran. (2021). Ethical Branding in a Divided World: How Political Orientation Motivates Reactions to Marketplace Transgressions. Forthcoming at Journal of Consumer Psychology

  • 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.