Avni Shah

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 and to the Munk School of Global Affairs & Public Policy. 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.