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DILIP SOMAN

Q&A

Toronto-based Dilip Soman is the founding director at the Behavioural Economics in Action centre at the Rotman School [BEAR], University of Toronto. His extensive research in behavioural science spans consumer wellbeing, marketing and policy. His non-academic work includes stints in marketing, advertising, and government.

Dilip’s talents also extend to authoring several books, (including "The Last Mile"; UTP 2015). You can expect the first of a series of books arising from the "Behaviourally Informed Organizations" project at BEAR to be released in 2020. When not working, his interests include procrastination, cricket, travel, and taking weekends seriously.

This year at Nudgestock Global, Dilip will shed some light on Sludge; what it is, and how does it affect our everyday lives?

Ahead of his talk, we asked Dilip a few pressing questions…

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What are your top tips to survive lockdown?

Bring to mind the simple counterfactuals: while you're now at home, you could have been stuck at an airport, in the midst of a dreary series of meetings, or doing the numerous administrative chores in person that you've now learnt to do from home.

Changing the reference points on "what could have been" is a simple secret to not just survival, but happiness!

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What is the piece of work that you are most proud of?

My early research on mental accounting and the psychology of time, especially the papers with John Gourville and (then) Ph.D. students Catherine Yeung and Amar Cheema.

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And finally, tell us a fact we wouldn’t know about you…

That my first job was in the sale and service of heavy earthmoving machinery?

That I never planned to move to Canada, even four weeks before moving here?

That I have a paper published with my affiliation (honestly) listed as Duke University, yet I have never worked there?

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Nudgestock Global session title:

“Sludge”

For more: Rotman, University of Toronto

Find Dilip on Twitter: @dilipsoman

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