Dilip Soman is a professor of marketing and holds the Corus Chair in Communications Strategy at the University of Toronto Rotman School of Management. He researches behavioral economics and applications to consumer well-being, marketing, and policy. He is also the director of the India Innovation Institute at the University of Toronto. He received his Ph.D. from the University of Chicago and his M.B.A. from the Indian Institute of Management. He is the author of The Last Mile: Creating Social and Economic Value from Behavioral Insights.