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.