Main Content

Claire I. Tsai

Claire I. Tsai

Claire I. Tsai

Professor, Marketing Area | Director, Faculty Recruiting


PhD, University of Chicago
MBA, University of Chicago
BBA, National Taiwan University




Claire Tsai is a Professor of Marketing and a co-founder of the Behavioral Economics in Action Research Cluster at the University of Toronto's Rotman School of Management. Claire is also Director of Faculty Recruiting at the School. She has worked in financial services 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),, Globe and Mail, CBC News, and Harvard Business Review. Speaking engagements include the Latin American Financial Education Congress and Ontario Securities Commission.


Academic Positions

  • 2013 - present

    Associate Professor of Marketing (with tenure), University of Toronto

  • 2014 (winter)

    Visiting Scholar (Sabbatical), UCLA

  • 2013 (fall)

    Visiting Scholar (Sabbatical), Columbia University

  • 2007 - 2013

    Assistant Professor of Marketing, University of Toronto

Non-Academic Positions

  • 2018-Present

    Advisor, Tevah Advisory LTD

  • 2020-2021

    Advisory Board Member, Salus Global Corp.

  • 2018-2019

    Behavioral Economist, Competition Bureau Canada

  • July 1, 2020 - June 30, 2023

    Director, Faculty Recruiting, Rotman School of Management, University of Toronto

  • 2001 - 2002

    Associate, Deutsche Bank AG., Investment Banking Group

  • 2000

    Associate, Lehman Brothers, Investment Banking Group

  • 1998 - 1999

    Analyst, Concord Securities Co., Ltd.; Investment Banking Group

Selected Publications - Papers

Selected Publications - Books and Chapters

Recent Presentations

  • Surprise Rewards

    The Hong Kong Polytechnic University



  • Straight Talk on Data Science 2.0: How to Apply Behavioral Economics to Make Better Decisions Now

    President of Enterprising Organizations



  • Straight Talk on Data Science 2.0: How to Apply Behavioral Economics to Make Better Decisions Now

    The Financial Advisors Association of Canada



  • Consumption Experience Over Time

    University of Guelph


  • Consumption Experience Over Time

    National Taiwan University


  • Consumption Experience Over Time

    Chinese University of Hong Kong


  • Illusory Control Mitigates Processing Fluency Effects

    University of Southern California, Dornsife Mind & Society Center


  • Behavioral Economics and Financial Decision Making

    CPA Ontario's Conference for Women


  • Behavioral Economics and Financial Decision Making

    University of Chicago Alumni Club (Asia Pacific)


  • How Price Promotions Influence Postpurchase Consumption Experience over Time



  • The Facebook Effect: Are Judgments Influenced by the Knowledge that Others Are Also Evaluating



  • Behavioral Economics and Financial Decision Making

    Ontario Securities Commission


  • Behavioral Economics, Nudge, and Financial Decisions

    IV Latin American Financial Education Congress, organized by Asobancaria, the Latin-American Banking Federation (Felaban) and Child and Youth Finance International


  • How Psychological Distance Influences Metacognitive Experiences: The Interpretation, Weighting, and Value



  • Magnitude and Hedonic Consumption Experiences Over Time

    Columbia University


Selected Publications - Case

  • Facebook’s Creepy AB Tests: A Case Study of Ethics in Marketing Research.

    Tsai, Claire I., and Steven Ren


  • The Apple Watch (mini case)


Research and Teaching Interests

Research: (Mis)prediction, Nudge, Decision under Risk, Uncertainty, Overconfidence, Time, Happiness, Pricing and Promotions

PhD courses taught: Marketing Theory I - Consumer Behavior (Rotman), Behavioral Economics - Foundation of Judgment and Decision Making (@NTU), Judgment and Decision Making (UCLA, Columbia University)
MBA courses taught: Managing Customer Value (MBA core), Marketing Research
Undergraduate courses taught: Principle of Marketing (undergraduate core), Marketing Management, Strategic Marketing Communications, Branding Strategy, Marketing Research

Honors and Awards

  • 2016, 2020

    SIG, Social Sciences and Humanities Research Council of Canada (SSHRC)

  • 2017

    Insight Grand, Social Sciences and Humanities Research Council of Canada

  • 2020

    Outstanding Reviewer Award, Journal of Consumer Research

  • 2017-18

    Rotman Commerce Education Enhancement Fund, Rotman School of Management

  • 2014

    Dean's Award for Excellence in Research, Rotman School of Management

  • 2013

    New Paths to Purpose Research Grant (with Dilip Soman), John Templeton Foundation

  • 2010

    Standard Research Grant, Social Sciences and Humanities Research Council of Canada

  • 2009, 2012, 2013, 2018

    Yearly Excellence in Teaching Awards, Rotman School of Management

  • 2009, 2011, 2012, 2013, 2014, 2016, 2017

    Semiannual Top 20 Best Selling Rotman Magazine articles through Harvard Business Review, Tsai, Claire and Christopher Hsee; Hedonomics in Consumer Behaviour

  • 2008

    Integrative Thinking Research Network Seed Grant, Desautels Centre for Integrative Thinking

  • 2007

    Connaught Start-up Grant, University of Toronto

  • 2002-2006

    Research Fellowship, University of Chicago, Booth School of Business

Professional Affiliations/Memberships

  • Association for Consumer Research (ACR)

  • Society of Consumer Psychology (SCP)

  • Society for Judgment and Decision Making (SJDM)

Academic / Professional Service

  • 2018-Present

    ERB, The Journal of Consumer Research