Thomas Allard is an Associate Professor of Marketing at the Lee Kong Chian School of Business, Singapore Management University. He holds a Ph.D. in Marketing from the Sauder School of Business at the University of British Columbia and an M.Sc. in Marketing from HEC Montréal. He teaches across undergraduate, graduate, and Ph.D. programs, with a focus on marketing management, consumer behavior, and marketing research.
His research sits at the intersection of behavioral pricing, judgment and decision-making, and marketplace morality, examining how consumers think, choose, and behave across domains such as pricing, ethical consumption, and charitable giving. His work has been published in leading journals, including the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Research, and the Journal of Consumer Psychology, and has been featured in outlets such as Harvard Business Review, The Wall Street Journal, and The New York Magazine.
Thomas serves as an Associate Editor at the Journal of Consumer Psychology and sits on the Editorial Review Boards of the Journal of Marketing Research, the Journal of Consumer Psychology, and the International Journal of Research in Marketing. In 2024, he chaired the Asia-Pacific Association for Consumer Research Conference in Bali. Thomas is also a founding member and Co-Chair of the Asia-Pacific Research Initiative for Marketing Early-Career Scholars (A-PRIME) Consortium, which advances marketing scholarship in Southeast Asia through mentorship and research exposure for early-career academics.
Behavioral Pricing, Judgment and Decision Marking, Marketplace Morality, Consumer Emotional Experiences