Prof. Avni Shah

Assistant Professor

Phone: (416) 208-5148
Location: IC 381


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.


Ph.D. in Business Administration, Duke University

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


Teaching Interests

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

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.


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.