Rotman School of Management

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Dilip Soman

Dilip Soman

    Dilip Soman

    Corus Chair in Communication Strategy
    Professor of Marketing
    Member of the Behavioural Economics in Action Research Cluster

    Degrees: PhD, University of Chicago
    MBA, Indian Institute of Management
    BE, University of Bombay
    Email: Send an email to Dilip Soman

    Bio

    Dilip Soman is a Professor of Marketing and holds the Corus Chair in Communications Strategy. His research is in the area of behavioural economics and its applications to consumer wellbeing, marketing and policy. He is also the director of the India Innovation Institute at the University of Toronto. He works with ideas42 and serves as advisor to a number of welfare organizations.

    Academic Positions

    2003 - Present  Corus Chair in Communication Strategy and Professor of Marketing; Rotman School, University of Toronto
    1999 - 2003  Assistant, then Associate Professor of Marketing; Hong Kong University of Science and Technology
    1996 -1999  Assistant Professor of Marketing; University of Colorado (Boulder)
    2011 -  Director, India Innovation Institute; University of Toronto

    Selected Publications - Papers

    • A Practitioners Guide to Nudging; Kim Ly, Nina Mazar, Min Zhao and Dilip Soman; Rotman School of Management: Behavioural Economics in Action Report Series; 2013
    • Crossing the Virtual Boundary: Effect of Incidental Cues on Consumer Behaviour; Min Zhao, Leonard Lee and Dilip Soman; Psychological Sciences; Issue: 23 (10); 2012; Pages: 1200-07
    • Understanding Consumer Psychology to Avoid Abuse of Credit Cards; Dilip Soman, Eugene Chan and Amar Cheema; Transformative Consumer Research. New York, NY: Routledge; 2012; Pages: 423-444
    • Earmarking and Partitioning: Increasing Saving by Low-income Households; Dilip Soman and Amar Cheema; Journal of Marketing Research; Issue: 48; 2011; Pages: S14-S22
    • The Fewer the Better: the Effects of Number of Goals on Savings Behavior; Dilip Soman and Min Zhao; Journal of Marketing Research; Issue: 48 (6); 2011; Pages: 944 - 957
    • Debiasing or Rebiasing? Moderating the Illusion of Delayed Incentives; Dilip Soman and Maggie Wenjing Liu; Journal of Economic Psychology; Issue: 32; 2011; Pages: 307-316
    • The Role of Computational Ease on the Decision to Spend Loyalty Program Points; Jessica Kwong, Candy Ho and Dilip Soman; Journal of Consumer Psychology; Issue: 21 (2); 2011; Pages: 146 - 156
    • Effects of Transaction Structures on Price Perception and Consumption; Dilip Soman; Consumer Insights: Finding from Behavioral Research; Cambridge, MA: Marketing Science Institute; 2011; Pages: 33-34
    • Sealing the Emotions Genie: The Effects of Physical Enclosure on Psychological Closure; Xiuping Li, Liyuan Wei and Dilip Soman; Psychological Sciences; Issue: 21 (8); 2010; Pages: 1047-1050
    • Consumer Psychology of Mail-in Rebates; John Gourville and Dilip Soman; Journal of Product and Brand Management; Issue: 20 (2); 2010; Pages: 147- 157
    • Framing, Mental Accounting and Individual Welfare; Dilip Soman and HeeKyung Ahn; Perspectives on Framing. Hove, UK: Psychology Press; 2010; Pages: 65-92
    • Memory Markers: How Consumers Remember Experiences; HeeKyung Ahn, Maggie Liu and Dilip Soman; Journal of Consumer Psychology; Issue: 19 (3); 2009; Pages: 508 - 516
    • The Utility of Publicly Reported Cancer Treatment Wait Time Information for Patients and Healthcare Providers; 9. Whitton, A, E. Green, WK Evans, M. Fitch, B. Golden, D. Soman, E Gutirrez, E Holowaty and A Jadad; Journal of Clinical Oncology; Issue: 21 (3); 2009; Pages: 218-225
    • The Effect of Partitions on Controlling Consumption; Dilip Soman and Amar Cheema; Journal of Marketing Research; 2008
    • Consumers Waiting in Queues: The Role of First and Second Order Justice; Rongrong Zhou and Dilip Soman; Psychology and Marketing; 2008
    • How Behavioral Decision Research Can Enhance Consumer Welfare: From Freedom of Choice to Paternalistic Interventions,” forthcoming; R. Ratner, D. Soman, G. Zauberman et al.; Marketing Letters; 2008
    • The Psychology of Pricing; Maggie Liu and Dilip Soman; The Handbook of Consumer Psychology; 2008
    • Currency Numerosity Effects on the Perceived Value of Transactions; Wertenbroch, Klaus, Dilip Soman and Amitava Chattopadhyay; Journal of Consumer Research; 2007; Pages: 1-10
    • The Duration Heuristic; Catherine Yeung and Dilip Soman; Journal of Consumer Research; 2007
    • Currency Numerosity Effects on the Perceived Value of Transactions; 5. Wertenbroch, Klaus, Dilip Soman and Amitava Chattopadhyay; Journal of Consumer Research; 2007
    • Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions; Cheema, Amar and Dilip Soman; Journal of Consumer Psychology; Issue: 16 (1); 2006; Pages: 33-44
    • Malleable Mental Accounting; Amar Cheema and Dilip Soman; Journal of Consumer Psychology; 2006
    • Overchoice and and Assortment Type: When and Why Variety Backfires; Gourville, John and Dilip Soman; Marketing Science; 2005
    • Attribute Evaluability and the Range Effect; Yeung, Catherine and Dilip Soman; Journal of Consumer Research; 2005
    • Attribute Evaluability and the Range Effect; Yeung, Catherine and Dilip Soman; Journal of Consumer Research; Issue: 32 (3); 2005; Pages: 363-369
    • The Psychology of Intertemporal Choice; Soman, Dilip, G. Ainslie, S. Frederick, X. Li, J. Lynch, P. Moreau, A. Mitchell, D. Read, A. Sawyer, Y. Trope, K. Wertenbroch, G. Zauberman; Marketing Letters; 2005
    • When Goals are Counter-Productive: The Effects of Violating a Behavioral Goal on Performance; Soman, Dilip and Amar Cheema; Journal of Consumer Research; Issue: 31 (1, June); 2004; Pages: 52-62
    • The Effect of Time Delay on Multi-attribute Choice; Soman, Dilip; Journal of Economic Psychology; Issue: 25; 2004; Pages: 153 – 175
    • Payment Formats, Currencies and Consumption; Jay, Gillian, Renna Jiang and Soman, Dilip; Psychological Research, F. Columbus (ed.). Nova Publishers; 2004
    • Framing, Loss Aversion and Mental Accounting; Soman, Dilip; Blackwell Handbook of Judgment and Decision Making Research, N. Harvey and D. Koehler (eds.), London, England: Blackwell; 2004; Pages: 379-398
    • Virtual Progress: The Effect of Path Characteristics on Perceptions of Progress and Choice Behavior; Soman, Dilip and Mengze Shi; Management Science; Issue: 49 (9, September); 2003; Pages: 1229 – 1250
    • Looking Back: Exploring the Psychology of Queuing and the Effect of the Number of People Behind?; Zhou, Rongrong and Dilip Soman; Journal of Consumer Research; Issue: 29 (March); 2003; Pages: pp. 517-530
    • Prospective and Retrospective Evaluations of Experiences: How You Evaluate an Experience Depends on When You Evaluate It; Soman, Dilip; Journal of Behavioral Decision Making; Issue: 16 (1); 2003; Pages: pp. 35-52
    • The Effect of Payment Transparency on Consumption: Quasi Experiments from the Field; Soman, Dilip; Marketing Letter; Issue: 14 (3); 2003; Pages: 173-183
    • Managing the Power of Curiosity for Effective Web Advertising Strategies; Menon, Satya and Dilip Soman; Journal of Advertising; Issue: 31 (3); 2002; Pages: pp. 1-14
    • The Effects of Prior Spending on Future Spending Decisions: The Role of Acquisition Liabilities and Payments; Soman, Dilip and Vivian Lam; Marketing Letters; Issue: 13 (4); 2002; Pages: pp. 359-372
    • Pricing and the Psychology of Consumption; Gourville, John and Dilip Soman; Harvard Business Review; Issue: (September); 2002; Pages: pp. 90-96
    • The Effect of Credit on Spending Decisions: The Effect of Credit Limit and Credibility; Soman, Dilip and Amar Cheema; Marketing Science; Issue: 21 (1); 2002; Pages: pp. 32-53
    • Effects of Payment Mechanism on Spending Behavior: The Role of Rehearsal and Immediacy of Payments; Soman, Dilip; Journal of Consumer Research; Issue: 27 (March); 2001; Pages: pp. 460–474
    • Transaction Decoupling: How Price Bundling Affects the Decision to Consume; Soman, Dilip and John Gourville; Journal of Marketing Research; Issue: 38 (February); 2001; Pages: pp. 30-44
    • The Mental Accounting of Sunk Time Costs: Why Time is Not Like Money; Soman, Dilip; Journal of Behavioral Decision Making; Issue: 14 (3, July); 2001; Pages: pp. 169-185
    • The Effect of Windfall Gains on the Sunk Cost Effect; Soman, Dilip and Amar Cheema; Marketing Letters; Issue: 12 (1); 2001; Pages: pp. 49-60
    • The Potential Downside of Bundling: How Packaging Services Can Hurt Consumption; Gourville, John and Dilip Soman; Cornell Hotel and Restaurant Administration Quarterly; Issue: 42 (3); 2001; Pages: pp. 29-37

    Selected Publications - Books and Chapters

    • Innovating for the Global South; Dilip Soman, Janice Stein and Joseph Wong (eds); University of Toronto Press; 2013; Pages: in press
    • FLUX; David Soberman and Dilip Soman; University of Toronto Press; 2012
    • Managing Customer Value: One Stage at a Time; Dilip Soman, Sara N-Marandi; World Scientific; 2010
    • Advances in Consumer Research; A. Lee and D. Soman (eds); Association for Consumer Research; 2008

    Honors and Awards

    2005  Roger Martin and Nancy Lang Award for Research; Rotman School of Management, University of Toronto
    2004  Early Career Award; Society for Consumer Psychology
    2002-2003  Cited as Outstanding Reviewer; Journal of Consumer Research
    2003  Invited as faculty delegate to the AMA-Sheth Doctoral Consortium
    2003  Invited as faculty presenter; ACR Doctoral Symposium
    1999-2000, 2000-2001, 2001-2002, 2002-2003  Dean’s Recognition of Teaching Excellence; HKUST
    November 2002  Franklin Prize for Teaching Excellence; HKUST
    2002  Top Management Author; Emerald Management Review
    2002  Beta Gamma Sigma; HKUST Chapter
    2002  Best Article in Cornell Quarterly, Finalist Award
    1998-1999  Charles Guiney Research Scholar; University of Colorado
    1998  Honorable Mention, Einhorn Young Investigator Award; Society for Judgment and Decision Making

    Research and Teaching Interests

    Professor Soman teaches courses in Behavioural Economics, Pricing, Managerial Decision Making, Marketing Strategy and Consumer and Managerial Behavior. His research interests are primarily in the areas of Behavioral Economics, Consumer Behavior, Spending and Saving, Mental Accounting, Sales Promotion and Services Management.  

    Other Info

  • Associate Editor, Journal of Marketing Research
  • Editorial Review Board, Journal of Consumer Research
  • Editorial Review Board, Journal of Consumer Psychology
  • Editorial Review Board, Journal of Marketing
  • Editorial Review Board, Organizational Behavior and Human Decision Processes
  • Editorial Review Board, Journal of Behavioral Decision Making Editorial Review Board, Marketing Science
  • Editorial Review Board, Marketing Letters Editorial Review Board, Journal of Economic Psychology  
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