DILIP SOMAN Corus Professor of Communications Strategy Professor of Marketing Rotman School, University of Toronto Affiliated Professor: School of Public Policy and Management 105 St. George Street Toronto, Ontario M5S 3E6

Welcome to my home page.

I am on the marketing faculty at the Rotman School at the University of Toronto. Previously, I taught at HKUST and before that, was on the marketing faculty at the University of Colorado (Boulder).

About me

I am trained as an engineer, as an MBA, and then did my doctoral work in marketing and behavioural sciences – a field that later came to be known as behavioural economics. To earn a living, I do a few things. First, I study interesting human behaviours, try to understand them and then try to use them in a manner to get people to behave in a manner that is good for them. Second, I teach. I’ve taught at various levels (ranging from undergraduates to senior executives) and various courses (behavioural economics, managerial decision making, negotiations, creativity and innovations, marketing, data driven marketing, CRM, pricing, and new products). Third, I do consulting and research in collaboration with many organizations.

You can see my curriculum vita here.

Here is a recent article on my decision-points work.

I am in marketing, so I should encourage everyone to check out the web pages for my book on Managing Customer Value. Here is a link to a video of me and Sara doing a book launch presentation at Rotman.

And here are some recent published, to-be published and working papers:

1) Li, Xiuping, Liyuan Wei and Dilip Soman (2010), “Sealing the Emotions Genie: The Effects of Physical Enclosure on Psychological Closure,” Psychological Sciences

2) Ahn, Hee Kyung, Maggie Liu and Dilip Soman (2009), “Memory Markers: How Consumers Remember Experiences,” Journal of Consumer Psychology, 19 (3), 508-516

3) Soman, Dilip (2010), “Using Psychology to Enhance Household Savings,” in J. Klayman (ed.), Capitalism and Poverty, forthcoming.

4) Soman, Dilip and Hee-Kyung Ahn (2010), “Framing, Mental Accounting and Individual Welfare,” in Keren (ed.) Perspectives on Framing. Forthcoming.

5) Soman, Dilip and Amar Cheema (2010), “Earmarking, Partitioning and Savings Rates: A Field Experiment,” working paper

6) Lee, Leonard, Dilip Soman and Min Zhao (2010), “Crossing the Virtual Boundary: Effect of Incidental Cues on Consumer Behaviour,” working paper.

What’s not on my vita

1) I love photography. I mostly photograph people.

2) I read all kinds of books ranging from Pather Panchali [Bibhutibhushan Banerjee] to the Feynman Lectures in Physics.

3) I spend a lot of hours listening to music from various genres. In particular, Hindustani Classical vocal.

4) I’ve learnt that the greatest asset an academic earns over a career is not the papers or books they write, but the learning from collaborators, colleagues and students.

I never pass up the opportunity to have an intellectual conversation with really smart or really famous people.

And this is a gentle reminder that baiting can work both ways:

And when you're bored of all this, you can always check out the home of cricket on the internet. And here's a link to a wonderful organization called CRY, if you have money to spare, these people know how to use it well.

Thanks for stopping in! If you want to drop me a line, the address is Dilip.Soman@rotman.utoronto.ca

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