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Dilip  Soman Corus Chair in Communication Strategy and Professor of Marketing; Senior Fellow, Desautels Center for Integrative Thinking   Degrees   Ph.D., University of Chicago MBA, Indian Institute of Management B.E., University of Bombay Email

Positions Held 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)

Selected Articles and Papers "The Psychology of Pricing," Maggie Liu and Dilip Soman, The Handbook of Consumer Psychology, 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 "Consumers Waiting in Queues: The Role of First and Second Order Justice," Rongrong Zhou and Dilip Soman, Psychology and Marketing, 2008 "The Effect of Partitions on Controlling Consumption," Dilip Soman and Amar Cheema, Journal of Marketing Research, 2008 "Currency Numerosity Effects on the Perceived Value of Transactions," 5. Wertenbroch, Klaus, Dilip Soman and Amitava Chattopadhyay , Journal of Consumer Research, 2007 "The Duration Heuristic," Catherine Yeung and Dilip Soman, Journal of Consumer Research, 2007 "Malleable Mental Accounting," Amar Cheema and Dilip Soman, Journal of Consumer Psychology, 2006 "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, 2006 "Currency Numerosity Effects on the Perceived Value of Transactions," Wertenbroch, Klaus, Dilip Soman and Amitava Chattopadhyay , Journal of Consumer Research, forthcoming, 2006 "Attribute Evaluability and the Range Effect," Yeung, Catherine and Dilip Soman, Journal of Consumer Research, 32 (3), 2005, 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 "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 "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, 379-398 "When Goals are Counter-Productive: The Effects of Violating a Behavioral Goal on Performance," Soman, Dilip and Amar Cheema, Journal of Consumer Research, 31 (1, June), 2004, 52-62 "The Effect of Time Delay on Multi-attribute Choice," Soman, Dilip , Journal of Economic Psychology, 25, 2004, 153 – 175 "The Effect of Payment Transparency on Consumption: Quasi Experiments from the Field," Soman, Dilip , Marketing Letter, 14 (3), 2003, 173-183 "Virtual Progress: The Effect of Path Characteristics on Perceptions of Progress and Choice Behavior," Soman, Dilip and Mengze Shi, Management Science, 49 (9, September), 2003, 1229 – 1250 "Prospective and Retrospective Evaluations of Experiences: How You Evaluate an Experience Depends on When You Evaluate It," Soman, Dilip, Journal of Behavioral Decision Making, 16 (1), 2003, pp. 35-52 "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, 29 (March), 2003, pp. 517-530 "The Effect of Credit on Spending Decisions: The Effect of Credit Limit and Credibility," Soman, Dilip and Amar Cheema, Marketing Science, 21 (1), 2002, pp. 32-53 "Pricing and the Psychology of Consumption," Gourville, John and Dilip Soman, Harvard Business Review, (September), 2002, pp. 90-96 "The Effects of Prior Spending on Future Spending Decisions: The Role of Acquisition Liabilities and Payments," Soman, Dilip and Vivian Lam, Marketing Letters, 13 (4), 2002, pp. 359-372 "Managing the Power of Curiosity for Effective Web Advertising Strategies," Menon, Satya and Dilip Soman, Journal of Advertising, 31 (3), 2002, pp. 1-14 "The Potential Downside of Bundling: How Packaging Services Can Hurt Consumption," Gourville, John and Dilip Soman, Cornell Hotel and Restaurant Administration Quarterly, 42 (3), 2001, pp. 29-37 "Effects of Payment Mechanism on Spending Behavior: The Role of Rehearsal and Immediacy of Payments," Soman, Dilip, Journal of Consumer Research, 27 (March), 2001, pp. 460–474 "Transaction Decoupling: How Price Bundling Affects the Decision to Consume," Soman, Dilip and John Gourville, Journal of Marketing Research, 38 (February), 2001, pp. 30-44 "The Effect of Windfall Gains on the Sunk Cost Effect," Soman, Dilip and Amar Cheema, Marketing Letters, 12 (1), 2001, pp. 49-60 "The Mental Accounting of Sunk Time Costs: Why Time is Not Like Money," Soman, Dilip, Journal of Behavioral Decision Making, 14 (3, July), 2001, pp. 169-185 Books/Chapters Advances in Consumer Research, A. Lee and D. Soman (eds), Association for Consumer Research, 2008

Honors/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 Marketing Analysis, 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.