Faculty Profile

Education

2016

Ph.D. in Marketing
University of British Columbia

2007

M.Sc. in Marketing, With Great Distinction
HEC Montréal 

2005

B.A. in Business Administration, With Great Distinction
HEC Montréal

Current Position(s) Held

2022 - Now

Associate 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)

• Shirley (Lijun) Zhang, 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.