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Avni Shah


    Avni Shah

    Assistant Professor of Marketing, Department of Management, University of Toronto Scarborough
    Research Fellow of the Behavioural Economics in Action Research Cluster

    Degrees: PhD, Duke University
    AB, Dartmouth College
    Email: Send an email to 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.

    Selected Publications - Papers

    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.  

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