Publications

  • 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

  • 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

  • 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

  • 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]

  • 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]

  • 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]