Rate My Professor Dilip Soman

Dilip Soman is a Professor of Marketing at the Rotman School of Management, University of Toronto, where he also serves as Academic Director of the Evening MBA and EMBA Programs. He holds the Canada Research Chair in Behavioural Science and Economics and was the founding director of the Behavioural Economics in Action Research Centre at Rotman (BEAR). His research focuses on behavioural science and its applications to consumer wellbeing, marketing, and policy. Soman earned a PhD from the University of Chicago, an MBA from the Indian Institute of Management, and a BE from the University of Bombay. He previously held the Corus Chair in Communication Strategy and Professor of Marketing at Rotman before his appointment to the Canada Research Chair. Soman is the author of The Last Mile (University of Toronto Press, 2015) and co-author of Managing Customer Value (2022). He has co-edited The Behaviourally Informed Organization (2021), Behavioural Science in the Wild (2022), Cash Transfers for Inclusive Societies (2023), and What Works, What Doesn’t (and When) (2024). He teaches the massive open online course BE101X: Behavioural Economics in Action on edX. In 2025, Soman was named a finalist for an SSHRC Impact Award in the partnership category for his leadership of the Behaviourally Informed Organizations (BI-Org) partnership. His work has contributed to applications of behavioural insights in welfare, policy, and organizational settings.