Publications
Publications
Zhang, Kuangjie, Thomas Allard, Nidhi Agrawal, and Rajesh Bagchi, “The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotions Effectiveness,” (Conditionally Accepted), Journal of Marketing Research.
Allard, Thomas and Stefano Puntoni (2022), "Misunderstood Menu Metrics: Side-length Food Sizing Leads to Quantity Underestimation and Overeating," Forthcoming at 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,” Forthcoming at 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]