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Dilip Soman

Dilip Soman

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

Degrees:

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

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.

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

  • 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

  • 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

  • Earmarking and Partitioning: Increasing Saving by Low-income Households

    Dilip Soman and Amar Cheema

    Journal of Marketing Research

    Issue:48

    2011

    Pages: S14-S22

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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 Effect of Partitions on Controlling Consumption

    Dilip Soman and Amar Cheema

    Journal of Marketing Research

    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

    5. Wertenbroch, Klaus, Dilip Soman and Amitava Chattopadhyay

    Journal of Consumer Research

    2007

  • 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

  • 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

    Issue:16 (1)

    2006

    Pages: 33-44

  • Attribute Evaluability and the Range Effect

    Yeung, Catherine and Dilip Soman

    Journal of Consumer Research

    Issue:32 (3)

    2005

    Pages: 363-369

  • Attribute Evaluability and the Range Effect

    Yeung, Catherine and Dilip Soman

    Journal of Consumer Research

    2005

  • Overchoice and and Assortment Type: When and Why Variety Backfires

    Gourville, John and Dilip Soman

    Marketing Science

    2005

  • 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

  • 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

  • Payment Formats, Currencies and Consumption

    Jay, Gillian, Renna Jiang and Soman, Dilip

    Psychological Research, F. Columbus (ed.). Nova Publishers

    2004

  • The Effect of Time Delay on Multi-attribute Choice

    Soman, Dilip

    Journal of Economic Psychology

    Issue:25

    2004

    Pages: 153 – 175

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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 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 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

  • 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

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

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.

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

  • 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

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