Publications
Publications
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,” In Press, Journal of Consumer Psychology. [PDF]
Zhang, Kuangjie, Thomas Allard, Nidhi Agrawal, and Rajesh Bagchi (2025), “The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotions Effectiveness,” In Press, Journal of Marketing Research. [PDF]
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. [PDF] [Web Appendix]
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. [PDF] [Web Appendix]
Allard, Thomas and Mansur Khamitov (2020), "The Surprising Upside of Expensive Products That Don’t Sell," Harvard Business Review. https://hbr.org/2020/10/the-surprising-upside-of-expensive-products-that-dont-sell [PDF]
Hardisty, David J., Thomas Allard, and Dale Griffin (2020), “Upgrade Your Pricing Strategy to Match Consumer Behavior,” Harvard Business Review. https://hbr.org/2020/05/upgrade-your-pricing-strategy-to-match-consumer-behavior [PDF]
Dunn, Lea H., Thomas Allard, and Katherine White (2020), “Making the Best of Bad Reviews,” Harvard Business Review. https://hbr.org/2020/05/making-the-best-of-bad-reviews [PDF]
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), 86-106. [PDF] [Web Appendix]
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. [PDF] [Web Appendix]
Independent field replication: https://doi.org/10.1007/s11002-023-09690-7
Allard, Thomas and Dale Griffin (2017), “Comparative Price and the Design of Effective Product Communications,” Journal of Marketing, 81(5), 16-29. [PDF] [Web Appendix]
Psychological Distance / Construal Level Mindset Measure [Qualtrics QSF file] [SPSS syntax]
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. [PDF] [Web Appendix]
Allard, Thomas, Barry J. Babin, Jean-Charles Chebat, and Martine Crispo (2009), "Reinventing the Branch: An Empirical Assessment of Banking Strategies to Environmental Differentiation," Journal of Retailing and Consumer Services, 16(6), 442-450. [Published Master’s Thesis work] [PDF]
Allard, Thomas, Barry J. Babin, and Jean-Charles Chebat (2009), "When Income Matters: Customers Evaluation of Shopping Malls' Hedonic and Utilitarian Orientations," Journal of Retailing and Consumer Services, 16(1), 40-49. [Published Master’s Thesis work] [PDF]