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Claire I. Tsai

Claire Tsai

    Claire I. Tsai

    Associate Professor of Marketing
    Member of the Behavioural Economics in Action Research Cluster

    Degrees: PhD, University of Chicago
    MBA, University of Chicago
    BBA, National Taiwan University
    Email: Send an email to Claire I. Tsai
    Phone: 416-946-3128


    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),, 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

    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; 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

    Professional Affiliations/Memberships

    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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