Mentor

Avni Shah

Assistant Professor, University of Toronto

University of Toronto

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.