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Dilip Soman

Dilip Soman

Canada Research Chair in Behavioural Science and Economics; Director, BEAR


PhD, University of Chicago
MBA, Indian Institute of Management
BE, University of Bombay


Dilip Soman is a Canada Research Chair in Behavioural Science and Economics, and serves as a Director of the Behavioural Economics in Action Research Centre at Rotman [BEAR]. His research is in the area of behavioural science and its applications to consumer wellbeing, marketing and policy. He is the author of "The Last Mile" [University of Toronto Press] and teaches a massive open online course [MOOC] "BE101X: Behavioural Economics in Action" on EdX.

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

Academic Positions

  • 2015 -

    Director, Behavioural Economics in Action at Rotman [BEAR], University of Toronto

  • 2003 - Present

    Corus Chair in Communication Strategy and Professor of Marketing; then Canada Research Chair, 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 - 2015

    Director, India Innovation Institute, University of Toronto

Selected Publications - Papers

Selected Publications - Books and Chapters

Research and Teaching Interests

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

Honors and Awards

  • 2017-24

    Canada Research Chair (Tier 1), Canada Research Chairs Program

  • 2017

    Roger Martin Award for Research Impact, Rotman School of Management

  • 2020

    MSI Fellow, Marketing Science Institute

  • 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

  • Nov-02

    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