Avni M. Shah
Assistant Professor in Marketing
University of Toronto
Mobile: (647) 447-9482
I am an an Assistant Professor of Marketing at the University of Toronto, focusing on how financial, social, and psychological costs affect consumer choice and relationships . My research has been published in the Journal of Consumer Research, Journal of Marketing Research, and Psychological Science. I pursued my doctorate in Marketing at Duke University’s Fuqua School of Business and earned my bachelor’s degree from Dartmouth College, double majoring in Psychological and Brain Sciences and Religion. Prior to beginning my career in academia, I worked as a research assistant at Dartmouth College’s Tuck School of Business, Dartmouth Hitchcock Medical Center, and was a research fellow at the National Institutes of Health. Prior to graduate school, I also found some time to fulfill a life goal of having a somewhat successful DJing business under the alias, DJ Lunchbox.
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.