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Manoj Thomas is the Demir Sabanci Professor of Marketing and Management and Associate Dean for New York City Initiatives at the Samuel Curtis Johnson Graduate School of Management, Cornell University. He oversees the Johnson Cornell Tech MBA program and the Cornell Executive MBA programs, leading new initiatives in New York City. A behavioral scientist, Thomas studies how human psychology relates to marketing actions and shapes perceived economic value. His work demonstrates that economic value is psychologically constructed; for example, the framing of products as '12 ounces' versus '12 snack bags' can significantly influence consumer perception. His current research delves into the role of moral intuitions in consumer behavior, exploring how sociomoral values, ideologies, and political identities influence purchase decisions, from everyday items to broader social trends. Thomas's ongoing projects investigate behavioral pricing, numerical cognition, and moral foundations theory. He has received several awards for excellence in teaching, including the Apple Award and the Stephen Russell Family Teaching Award, and serves as an associate editor for multiple journals in the field of consumer research.
Cornell University • Ithaca, NY
Professor of Marketing and Management, overseeing EMBA programs and conducting research in consumer behavior.
Department of Architecture