Claire I. Tsai
Claire Tsai is an Associate Professor of Marketing at Rotman. She has worked in financial service in New York, Taipei and Hong Kong. She adopts a behavioural economics approach in studying decision making in areas of financial decisions, food consumption and well-being. She studies overconfidence and how this bias systematically influences judgments and decision making. She also studies the science and economics of happiness, which she terms Hedonomics. Her work appears in leading marketing and psychology journals, including Journal of Consumer Research and Psychological Science. Her work often receives featured coverage in popular media outlets including the Wall Street Journal (Week in Ideas), Time.com, Globe and Mail, CBC News, and Harvard Business Review. Speaking engagements include the Latin American Financial Education Congress and Ontario Securities Commission.
|2013 - 2014 ||Visiting Scholar; Columbia University
|2013 - present ||Associate Professor of Marketing; University of Toronto
|2007 - 2013 ||Assistant Professor of Marketing; University of Toronto
|2001 - 2002 ||Associate; Deutsche Bank AG., Investment Banking Group
Selected Publications - Papers
- The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience; Lee, Leonard and Claire I. Tsai; Journal of Consumer Research; Issue: (conditionally accepted); 2013
- Psychological Distance and Subjective Experience: How Distancing Reduces Feeling of Difficulty; Thomas, Manoj and Claire I. Tsai; Journal of Consumer Research; Issue: 39(2); 2012; Pages: 341-359.
- Over- Predicting and Under-Profiting in Pricing Decisions; Shen, Luxi, Christopher K. Hsee, Qingsheng Wu, and Claire I. Tsai; Journal of Behavioral Decision Making; Issue: 25; 2012; Pages: 512-521
- Predicting Consumption Time: The Role of Event Valence and Unpacking,; Tsai, Claire I., and Min Zhao; Journal of Consumer Research; Issue: 38(3); 2011; Pages: 459-473
- No pain, no gain? How construal level and fluency affect consumer confidence,; Tsai, Claire I., and Ann L. McGill; Journal of Consumer Research; Issue: 37(5); 2011; Pages: 807-821.
- When Does Feeling of Fluency Matter? How Abstract and Concrete Thinking Influence Fluency Effects; Tsai, Claire I., and Manoj Thomas; Psychological Science; Issue: 22(3); 2011; Pages: 348-354.
- The Effects of Duration Knowledge on Forecasted vs. Actual Affective Experience; Zhao, Min, and Claire I. Tsai (equal contribution); Journal of Consumer Research; Issue: 38(3); 2011; Pages: 525-534
- A behavioral account of compensation awarding decisions,; Tsai, Claire I. and Christopher K. Hsee; Journal of Behavioral Decision Making; Issue: 22(2); 2009; Pages: 138-152.
- Effects of amount of information on judgment accuracy and confidence,; Tsai, Claire I., Joshua Klayman, and Reid Hastie; Organizational Behavior and Human Decision Processes; Issue: 107(2); 2008; Pages: 97-105. (Lead article)
Selected Publications - Books and Chapters
- Hedonomics in consumer behavior,; Hsee, Christopher K. and Claire I. Tsai; Handbook of Consumer Psychology, C. P. Haugtvedt, P. M. Herr, and F. R. Kardes (eds.), Mahwah, NJ: Erlbaum; 2008; Pages: 639-658.
Honors and Awards
|2008 ||Integrative Thinking Research Network Seed Grant; Desautels Centre for Integrative Thinking
|2007 ||Connaught Start-up Grant; University of Toronto
|2010 ||Excellence in Teaching Award; Rotman School of Management
|2010 ||Standard Research Grant; SSHRC
Research and Teaching Interests
Research: Happiness, pricing and promotions, overconfidence, and metacognitive experience.
Courses taught: Principles of Marketing; Marketing Management
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