Avni Shah

 
Avni Shah

Assistant Professor
Marketing
IC
381
(416) 208-5148

Biography: 

Avni Shah is an Assistant Professor of Marketing with the Department of Management at the University of Toronto Scarborough. She is cross-appointed to the Rotman School of Management.

Research Interests: 

My research focuses on when, why, and how different types of costs and benefits affect consumer decision-making. In particular, I look at how economic costs, social costs, and psychological costs associated with payment affect consumer preferences and choice. Across a variety of methods, I investigate how these different types of costs affect financial behavior, health choices, as well as product, firm, organizational, and interpersonal relationships.

Teaching Interests: 

Consumer Behavior, Marketing Management, Market Intelligence, Pricing, Marketing Research, Marketing Strategy, Healthcare Marketing

Publications: 

Selected Publications - Papers

Shah, Avni M. & George Wolford. (2007). “Buying Behavior as a Function of Parametric Variation in Number of Choices,” Psychological Science 18 (5): 369-370. *Lead Article

Shah, Avni M., James R. Bettman, Peter A. Ubel, Punam Anand Keller & Julie A. Edell (2014), “Surcharges Plus Unhealthy Labels Reduce Demand for Unhealthy Menu Items,”
Journal of Marketing Research 51(December): 773-789.

Shah, Avni M., Noah Eisenkraft, James R. Bettman & Tanya L. Chartrand. (2015), “ ‘Paper or Plastic?’: How We Pay Influences Post-Transaction Connection,” Conditionally Accepted at Journal of Consumer Research.

Shah, Avni M., James R. Bettman & John Payne (2015), “How the Pain of Payment Can Magnify and Mitigate Choice Overload Effects,” Invited Revision at Marketing Science.

Education: 

Ph.D. in Business Administration, Duke University

A.B., Psychology and Religion (double major), Dartmouth University