Faculty Profile

Thomas ALLARD

Associate Professor of Marketing; Basket Coordinator for Managing

LKCSBFull-time Faculty

Email
thomasallard@smu.edu.sg

Curriculum Vitae (CV)

Research Areas

▸

Lee Kong Chian School of Business
- Marketing
- - Brand Strategy
  - Consumer Behaviour
  - Consumer Judgment and Decision-making

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)

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 (2026), “The Charity Capacity Curse,” Journal of Consumer Psychology, 36 (1), 36-58.

Zhang, Kuangjie, Thomas Allard, Nidhi Agrawal, and Rajesh Bagchi (2025), “The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotions Effectiveness,” Journal of Marketing Research, 62(6), 1125-1141.

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.

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