Media Releases

Study: Paying Cash Is Painful, And Makes You Value Your Purchase More

July 29, 2016

Forbes | July 28, 2016

“I thought, ‘This is weird, this tastes really good,’” says Shah, now an assistant marketing professor at the University of Toronto, Scarborough who also teaches at the Rotman School of Management. “‘What’s so different from this experience as opposed to the others?’” Could paying cash have altered how much she valued her regular drink? Read more.