Claire is thankful for the generous research support from SSHRC, the John Templeton Foundation, Connaught, TD MDAL, Connaught, and University of Toronto, that collectively funded majority of my research collectively.

Zeng, Ying, Claire I. Tsai, Min Zhao, and Nicole Robitaille, “How Relative Task Completion Affects Mundane Experience,” Journal of Personality and Social Psychology (conditional accept)

Chung, Jaeyeon, Donald Lehman, Leonard Lee, and Claire I. Tsai (2023), “Spending Windfall (“Found”) Time on Hedonic versus Utilitarian Activities”. Journal of Consumer Research, 49(6), 1118-1139. (authors listed in alphabetical order).

Tsai, Claire I., Min Zhao, and Dilip Soman (2022), “Salient Knowledge That Others Are Also Evaluating Reduces Judgment Extremity,” Journal of the Academy of Marketing Science, 50, 366-387.

Tsai, Claire I. and Ying Zeng (2021), “Risky but Alluring: Severe COVID-19 Pandemic Influence Increases Risk Taking,” Journal of Experimental Psychology: Applied, 27(4), 679–694 (equal contribution).

Published in the special issue: Risk Perception, Communication, and Decision Making in the Time of COVID-19.

Robitaille, Nicole, Nina Mazar, and Claire I. Tsai, Avery M. Haviv, and Elizabeth Hardy. (2021), “Increasing Organ Donor Registrations with Behavioral Interventions: A Field Experiment,” Journal of Marketing, 85(3), 168-183.

Published in the special issue at Journal of Marketing: Better Marketing for a Better World; Invited for an HBR piece based on our field study.

Selected as the finalist for the 2022 AMA/Marketing Science Institute/H. Paul Root Award.

Winner of the Financial Times Academic Research with Real-world Impact Award, 2022
Winner of AMA-EBSCO-RRBM Award for Responsible Research in Marketing, 2024.

Scharfenberger, Philipp, Jan R. Landwehr, Claire I. Tsai, Andreas Herrmann, Ann L. McGill, and Jenny Zimmermann (2020), “How Consumption Vocabulary Directs Product Discussions: The Guiding Influence of Feature Labels on Consumers’ Communication and Learning about Products in Online Communities”, Journal of Marketing Behavior, 4(2), 173-202.

Lee, Leonard, Jeffrey Inman, … and Claire I. Tsai (2018), “From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model,” Journal of the Association for Consumer Research, 3(3), 277-293.

Tsai, Claire I., and Jia Lin Xie (2017), “How Incidental Confidence Influences Self-Interested Behaviors? A Double-Edged Sword,” Journal of Behavioral Decision Making, 30(5), 1168-1181.

Castelo, Noah, Elizabeth Hardy, Julian House, Nina Mazar, Claire Tsai, and Min Zhao (2015), “Moving Citizens Online: Salience and Framing as Motivators for Behavioral Change,” Journal of Behavioral Science and Policy, 1(2), 57-68.

Lee, Leonard and Claire I. Tsai (2014), “How Price Promotions Influence Postpurchase Consumption Experience over Time,” Journal of Consumer Research, 40(5), 943-959 (equal contribution).

Selected media coverage: Psychology Today

Shen, Luxi, Christopher K. Hsee, Qingsheng Wu, and Claire I. Tsai (2012), “Over-Predicting and Under-Profiting in Pricing Decisions,” Journal of Behavioral Decision Making, 25, 512-521.

Thomas, Manoj and Claire I. Tsai (2012), “Psychological Distance and Subjective Experience: How Distancing Reduces the Feeling of Difficulty,” Journal of Consumer Research, 39(2), 341-359 (equal contribution).

Selected media coverage: Harvard Business Review, Business Insider, MSN News via CBC.ca, ABC news, etc.

Tsai, Claire I., and Min Zhao (2011), “Predicting Consumption Time: The Role of Event Valence and Unpacking,” Journal of Consumer Research, 38(3), 459-473.

Zhao, Min and Claire I. Tsai (2011), “The Effects of Duration Knowledge on Forecasted vs. Actual Affective Experience,” Journal of Consumer Research, 38(3), 525–534 (equal contribution).

Selected media coverage: The Wall Street Journal, Time, the Globe and Mail, and others.

Tsai, Claire I., and Manoj Thomas (2011), "When Does Feeling of Fluency Matter? How Abstract and Concrete Thinking Influence Fluency Effects," Psychological Science, 22 (3), 348–354.

Tsai, Claire I., and Ann L. McGill (2011), “No Pain, No Gain? How Construal Level and Fluency Affect Consumer Confidence,” Journal of Consumer Research, 37 (5), 807-821.

Tsai, Claire I. and Christopher K. Hsee (2009), “A Behavioral Account of Compensation Awarding Decisions,” Journal of Behavioral Decision Making, 22 (2), 138-152.

Tsai, Claire I., Joshua Klayman, and Reid Hastie (2008), “Effects of Amount of Information on Judgment Accuracy and Confidence,” Organizational Behavior and Human Decision Processes, 107 (2), 107, 97-105. (Lead article.)

Selected media coverage: International Herald Tribune, Psychology Today, and others.

Tsai, Claire I., Minwen Yang, and Eunha Choi (2025 Jan). “Enhancing Consumer Well-Being: Understanding the Biases That Affect Decisions,” Rotman Magazine, Toronto, ON: University of Toronto.

Claire I. Tsai, Minwen Yang, and Eunha Choi (2024), “Consumer Well-Being in Judgment and Decision Making”, in Fostering Consumer Well-Being, Springer.

Tsai, Claire I. and Kyle Christian (2023), “Online Experiments: Design and Infrastructure (Guide 1), Sage Publications.

Tsai, Claire I. and Kyle Christian (2023), “Online Experiments: Execution and Interpretation (Guide 2), Sage Publications.

Tsai, Claire I. and Ying Zeng (2023 Jan). “Risky but Alluring: Severe COVID-19 Pandemic Influence Increases Risk Taking,” Rotman Magazine, Toronto, ON: University of Toronto.

Tsai, Claire I. and Joanne Han (2021). “Achieving Wellness in the Age of COVID: The Power of Social Networks,” Rotman Magazine, Winter 2021, Toronto, ON: University of Toronto.

Tsai, Claire I. (2019), “Introducing the Needs-Adaptive Consumer,” Rotman Magazine, Fall 2019, Toronto, ON: University of Toronto.

Tsai, Claire I. and Leonard Lee (2015), “Why Do Discounts Backfire in the Long Run?” AIMIA Institute.

Tsai, Claire I. (2012), “Hedonomics in Consumer Behavior,” in D. Soberman & D. Soman (eds.), Flux: What Marketing Managers Need to Know to Navigate the New Environment, Toronto: University of Toronto Press.

Hsee, Christopher K. and Claire I. Tsai, (2008), “Hedonomics in Consumer Behavior,” in Handbook of Consumer Psychology, Curtis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes (eds.), Mahwah, NJ: Erlbaum, 639-658.

Tsai, Claire I. and Christopher K. Hsee (2008), “Hedonomics in Consumer Behavior,” Rotman Magazine, Spring 2008, Toronto, ON: University of Toronto, p. 44-49. (Top 20 sales of Rotman Magazine articles on Harvard Business Review’s website from July to December, 2009, 2011- 2014, 2016, 2018.)