Claire I. Tsai
Claire Tsai is an Associate 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. 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), 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 - 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
|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
- From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model; with Leonard Lee et al.; Journal of the Association for Consumer Research; Forthcoming; 2018
- How Incidental Confidence Influences Self-Interested Behaviors: A Double-Edged Sword; Tsai, Claire I. and Jia Lin Xie; Journal of Behavioral Decision Making; Issue: 30; 2017; Pages: : 1168-1181
- Moving Citizens Online: Salience and Framing as Motivators for Behavioral Change; Castelo, Noah, Elizabeth Hardy, Julian House, Nina Mazar, Claire I. Tsai, Min Zhao; Journal of Behavioral Science and Policy; Issue: 1(2); 2016; Pages: 57-68
- The Effects of Price Promotions on Customer Satisfaction over Time; Tsai, Claire I. and Leonard Lee; Editorial Report Series; AIMIA Institute; 2015
- How Price Promotions Influence Postpurchase Consumption Experience over Time; Lee, Leonard and Claire I. Tsai; Journal of Consumer Research; Issue: 40(5); 2013; Pages: 943-959 (equal contribution).
- 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 (equal contribution).
- 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 (equal contribution).
- 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 (equal contribution).
- 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: Why People Do Not Buy What They Enjoy the Most; Ch 6 in Flux: The Evolving Role of the Marketing Manager, David Soberman and Dilip Soman (eds); Tsai, Claire; University of Toronto Press; 2012; Pages: 108-131
- 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.
- Hedonomics in Consumer Behavior (Top 20 Best Selling Rotman Magazine articles through HBR, 2009, 2011-17); Tsai, Claire and Christopher Hsee; Rotman Magazine; Issue: Spring; 2008; Pages: 44-49
- Surprise Rewards; The Hong Kong Polytechnic University; March; 2018
- Straight Talk on Data Science 2.0: How to Apply Behavioral Economics to Make Better Decisions Now; The Financial Advisors Association of Canada; November; 2017
- Straight Talk on Data Science 2.0: How to Apply Behavioral Economics to Make Better Decisions Now; President of Enterprising Organizations; November; 2017
- Consumption Experience Over Time; National Taiwan University; 2016
- Illusory Control Mitigates Processing Fluency Effects; University of Southern California, Dornsife Mind & Society Center; 2016
- Consumption Experience Over Time; University of Guelph; 2016
- Consumption Experience Over Time; Chinese University of Hong Kong; 2016
- Behavioral Economics and Financial Decision Making; CPA Ontario's Conference for Women; 2015
- How Price Promotions Influence Postpurchase Consumption Experience over Time; USC; 2014
- Behavioral Economics and Financial Decision Making; University of Chicago Alumni Club (Asia Pacific); 2014
- The Facebook Effect: Are Judgments Influenced by the Knowledge that Others Are Also Evaluating; UCLA; 2014
- Magnitude and Hedonic Consumption Experiences Over Time; Columbia University; 2013
- How Psychological Distance Influences Metacognitive Experiences: The Interpretation, Weighting, and Value; NYU; 2013
- Behavioral Economics and Financial Decision Making; Ontario Securities Commission; 2013
- 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; 2013
Academic / Professional Service
|2018 ||ERB; The Journal of Consumer Research
Honors and Awards
|2017 ||Insight Grand; Social Sciences and Humanities Research Council of Canada
|2017-18 ||Rotman Commerce Education Enhancement Fund; Rotman School of Management
|2016 ||SIG; Social Sciences and Humanities Research Council of Canada
|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
|Association for Consumer Research (ACR)
|Society of Consumer Psychology (SCP)
|Society for Judgment and Decision Making (SJDM)
Research and Teaching Interests
Research: Happiness, pricing and promotions, overconfidence, and metacognitive experience.
Courses taught: Behavioral Economics|Foundation of Judgment and Decision Making (PhD course, @NTU), PhD Seminar on Judgment and Decision Making (PhD course, @UCLA, Columbia University),
Managing Customer Value (MBA core),
Marketing Management (undergraduate core),
Strategic Marketing Communications, Strategy
Principles of Marketing
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