Avni Shah

Professor Avni Shah is an Assistant Professor of Marketing in the Department of Management at the University of Toronto Scarborough, with a cross-appointment to the Marketing area at the Rotman School of Management . Using field and laboratory data, Avni investigates how payment influences consumer decision-making and consumer well-being particularly in financial and health contexts. Her research has covered a broad range of topics such as looking at how paying with different forms of payment influence purchase behavior and how paying a surcharge on unhealthy food items influences unhealthy food consumption. Avni''s work has been published in the Journal of Consumer Research, Journal of Marketing Research, and Psychological Science.

Degrees:

• PhD, Duke University
• AB, Dartmouth College

Selected Publications - Papers

• Paper or Plastic?: How We Pay Influences Post-transaction Connection Avni M. Shah, Noah Eisenkraft, James R. Bettman, Tanya L. Chartrand Journal of Consumer Research 2016
• Surcharges Plus Unhealthy Labels Reduce Demand for Unhealthy Menu Items Avni M. Shah, James R. Bettman, Peter A. Ubel, Punam Anand Keller, Julie A. Edell Journal of Marketing Research 2014
• Buying Behavior as a Function of Parametric Variation in Number of Choices Avni M. Shah, George Wolford Psychological Science 2007

Research and Teaching Interests

Professor Shah teaches Marketing Management and has given lectures in behavioral economics, financial decision-making, nudging healthy food choices, and the influence of money in fostering social relationships. Her research interests are primarily in the areas of the psychology of money, consumer behavior, spending and saving, behavioral economics, and consumer relationships.