Katherine L. Milkman,, Sean F. Ellis, Dena M. Gromet, Isabella M. DeMay, Heather N. Graci, Youngwoo Jung, Rayyan S. Mobarak, Ramon A. Silvera Zumaran, Mia N. Simmons, Christophe Van den Bulte, Shlomo Benartzi, Matthew Hilchey, Laura Goodyear, Dean Karlan, Nina Mazar, Daniel Mochon, Avni M. Shah, Dilip Soman, Jonathan Zinman, Angela L. Duckworth (2025), “Can Reminder Emails Compel Americans to Save? A 2 Million Person Megastudy.” Proceedings of the National Academy of Sciences Nexus, pgaf280: https://doi.org/10.1093/pnasnexus/pgaf280.
Shah, Avni M. & Xinlong Li (equal authorship, 2024) “‘The Last Hurrah Effect: End-of-Period Temporal Landmarks Increase Financial Risk-Taking.” Journal of Marketing Research, 62(2), 207-226 [PDF]
Shah, Avni M., Matthew Osborne, Dilip Soman, Jaclyn Lefkowitz, Andrew Fertig & Alissa Fishbane (2024). “The Beneficent and Maleficent Effects of Simplification: Evidence of Fluency Amplification Effects on Retirement Savings Contributions.” Journal of Consumer Research, 52(2), 244-265. (Lead article)[PDF]
**Chosen as the Editor's Choice article for the issue.***
Shah, Avni M., Matthew Osborne, Dilip Soman, Jaclyn Lefkowitz, Andrew Fertig & Alissa Fishbane (2023). “Identifying Heterogeneity Using Recursive Partitioning: Evidence from SMS Nudges Encouraging Voluntary Retirement Savings in Mexico.” Proceedings of the National Academy of Sciences Nexus 2(5): PNAS: Nexus (Link) [PDF]
**Behavioral Science and Policy Publication Award for Innovation in Behavioral Policy (Honorable Mention), awarded May 2023**
Shah, Avni M. & W. Benedict McCartney (2023), "Can Neighborhood Social Interactions Improve Policy Diffusion? Evidence from Refinance Decisions." Journal of the Association of Consumer Research 8(4), 403- 415. JACR (Link). [PDF]
McCartney, W. Benedict & Avni M. Shah (2022), “‘Household Mortgage Refinance Decisions are Neighbor Influenced, Especially Along Racial Lines,”Journal of Urban Economics 128, 103409 JUE (Link) [PDF]
Vohs, Kathleen D. & Avni M. Shah (2022), “‘Editorial: A Review of Emerging Trends in Self-Control and Goals: Introducing the FRESH Framework.” The Behavioral Economics Guide 2022, (Link) [PDF]
Shah, Avni M., Noah Eisenkraft, James R. Bettman & Tanya L. Chartrand (2016), “‘Paper or Plastic’: How We Pay Influences Post-transaction Connection,” Journal of Consumer Research 42 (February), 688-708. JCR (Link) [PDF]
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. JMR (Link) [PDF]
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) [PDF]
Invited Revisions & Working Papers
Shah, Avni M., Hal Hershfield, David Munguia Gomez, & Alissa Fishbane. “Testing the Effectiveness of a Future Selves Intervention for Increasing Retirement Saving: Evidence from a Field Experiment in Mexico.” Under review [PDF]
Shah, Avni M., Katy A. DeCelles & Nicole Mead (equal authorship). “‘The Mental Accounting of Space: Visual Landmarks Increase Employee Safety Compliance.” Revising for Resubmission. [PDF]
Shah, Avni M., James R. Bettman & John Payne “How the Pain of Payment Can Magnify and Mitigate Choice Overload Effects." Reject & Resubmit, Marketing Science.
Heidi Ronson, Thomas Post, Nina Mazar, Crystal Reeck, Avni M. Shah, Stylianos Syropoulos, Andris Saulitis, Andero Uusberg, Boosting Retirement Savings Through Email Reminders: Evidence from a Nationwide Megastudy, in preparation for submission.
Shah, Avni M.. "Leveraging the Hidden Zero Effect to Encourage Savings."
Shah, Avni M. & W. Benedict McCartney (equal co-authorship). "Do Neighbors Influence Brand Contagion? Evidence from Mortgage Originations and Refinances."
Shah, Avni M., James R. Bettman, Tanya L. Chartrand, Noah C. Eiskenkraft & Kathleen D. Vohs. “‘It Can Bring Us Closer and Tear Us Apart:’ How the Pain of Payment Affects Interpersonal Rapport and Commitment.”
Shah, Avni M. “How the Pain of Payment Influences Opportunity Cost Consideration.”