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Faculty Profile

Highlights
These highlights are AI-generated using the faculty's CV and Google Scholar profile
7
H-Index (All Time)
821
Citations (All Time)
Thomas Allard is an internationally recognized scholar in behavioral pricing, judgment and decision making, marketplace morality, and sustainability, whose research has shaped understanding of consumer behavior and ethical branding.

Combines rigorous experimental and field research with real-world relevance, advancing theory and practice in pricing, consumer morality, and sustainability; recognized for methodological innovation and impactful publications; frequent media coverage and invited talks; leadership in academic service and mentoring.

Focused research areas include Examines how pricing strategies, moral beliefs, and political leanings influence consumer choices and brand perceptions; investigates mechanisms underlying deal fairness, token-effort effects, and marketplace morality; explores sustainability and ethical branding in divided markets.
Areas of Expertise
Behavioral PricingDecision MakingMarketplace Morality

Education

2016Ph.D. in Marketing
University of British Columbia
2007M.Sc. in Marketing, With Great Distinction
HEC Montréal 
2005B.A. in Business Administration, With Great Distinction
HEC Montréal

Current Position(s) Held

2022 - NowAssociate Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University
 

Research Interests

  • Behavioral Pricing
 
  • Judgment and Decision Making
 
  • Marketplace Morality
 
  • Emotions
 

Selected Journal Articles (Refereed)

  • Yi, Shangwen, David Hardisty, Dale Griffin, Thomas Allard (2026), “Promotion Architecture: A Deal Fairness Model of Restricted Price Promotions,” Forthcoming at Journal of Consumer Research.
  • Zhang, Shirley (Lijun), Thomas Allard, David Hardisty, and Shane Wang (2025), “The Charity Capacity Curse,” Forthcoming at Journal of Consumer Psychology.
  • Zhang, Kuangjie, Thomas Allard, Nidhi Agrawal, and Rajesh Bagchi (2025), “The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotions Effectiveness,” Forthcoming at Journal of Marketing Research.
  • Allard, Thomas and Stefano Puntoni (2022), “Misunderstood Menu Metrics: Side-length Food Sizing Leads to Quantity Underestimation and Overeating,” Journal of the Association for Consumer Research, 7(4), 438-449.
  • Allard, Thomas and Brent McFerran (2022), “Ethical Branding in a Divided World: How Political Orientation Motivates Reactions to Marketplace Transgressions,” Journal of Consumer Psychology, 32(4), 551-572.
  • 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), 86-108.
  • Allard, Thomas, David J. 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.