Manoj Thomas

Manoj Thomas is an engineer turned consumer psychologist who teaches marketing at Cornell University's Johnson School. Thomas conducts experimental studies to unveil the nonconscious mental processes that influence consumer behavior. He has identified several interesting behavioral phenomena - such as the left-digit effect, the precision effect, and the credit card effect - that illustrate how heuristics and feelings influence consumer decisions. His research has been published in leading journals and discussed in a variety of media outlets.