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Faculty Profile

Thomas ALLARD's photo

Thomas ALLARD

Full-time Faculty
Associate Professor of Marketing
Lee Kong Chian School of Business LKCSB

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. 
 
68289647
Curriculum Vitae
Google Scholar

Research Areas and Areas of Expertise

Strategic Priorities

Highlights
6
Publications
7
H-Index (All Time)
821
Citations (All Time)
Thomas Allard is an internationally recognized scholar in behavioral pricing, consumer judgment and decision-making, and marketplace morality, with significant contributions to research, teaching, and service in marketing science.

Bridges rigorous behavioral research with real-world marketing challenges, influencing both academic thought and industry practice; recognized for methodological innovation in experimental design, impactful insights into consumer morality and sustainability, and leadership in academic service and mentorship.

Focused research areas include Examines how consumers perceive and respond to pricing strategies, the psychological underpinnings of marketplace morality, the impact of political orientation on brand and marketplace judgments, and the drivers of sustainable and prosocial consumer behavior.
Areas of Expertise
Behavioral PricingDecision MakingMarketplace Morality
This highlights are AI-generated content using the faculty's CV.

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.