Avni Shah

Professor Avni Shah is an Associate 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 the Munk School of Global
Affairs. Using field and laboratory data, she 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. Her work has been published in
the Journal of Consumer Research, Journal of Marketing Research, Proceedings of the
National Academy of Sciences: Nexus, Journal of Urban Economics, Psychological
Science, and the Journal of the Association of Consumer Research. Professor Shah is also
the Academic Director and site lead of the Creative Destruction Lab-Toronto, a startup
accelerator program which focuses on commercializing science for deep tech companies.