Headshot of Dilip Soman

Dilip Soman

Director, India Innovation Institute
Corus Chair in Communication Strategy, Rotman School of Management


Room B219, 315 Bloor Street West




Dilip’s research expertise lies in: Bottom of the pyramid, Behavioural Economics, Consumer and Managerial Psychology, Public Policy, Spending and Saving Behaviours, Decision-Making, Marketing Strategy and Pricing.

In addition to teaching at the Rotman School of Management at University of Toront, Dilip has Also taught at: Hong Kong University of Science and Technology, University of Colorado at Boulder, Indian School of Business, University of Chicago, National University of Singapore

Dilip served as an associate editor of the Journal of Marketing Research, and on the editorial boards of the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology and Marketing Letters. He was recently named as one of the “professors to watch for” by the Financial Times (London) newspaper. He is the recipient of several teaching and research awards.

Dilip’s current research focuses on “helping people help themselves” using insights from mental accounting and the psychology of time. In this work, he used informational (e.g. financial literacy), facilitative (e.g., budgeting tools, communication devices like mobile phones and the Internet) and behavioural (e.g., self-control guidelines) interventions to help people achieve financial sufficiency. This research is being done in Canada, India, China, and Thailand, and is partially funded by grants from the Social Sciences and Humanities Research Council of Canada, The Desautels Center, and the AIC Institute at the Rotman School. He also does similar research in the area of health behaviours, energy conservation, garbage and recycling, and time management. He is also interested more generally in using interventions from psychology, technology and the management sciences to help develop the bottom-of-the-pyramid market.

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