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Avni Shah

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


PhD, Duke University
AB, Dartmouth College

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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.