Faculty Profile

Education

Current Position(s) Held

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.