Utpal Dholakia is a professor of marketing and holds the George R. Brown Chair of Marketing at Rice University in Houston, Texas. He teaches pricing strategies and customer experience management to MBA students and conducts research on consumer welfare, digital marketing, and marketing strategy. He provides consulting and expert witness services to law firms, and financial services, technology, healthcare, and energy companies. Utpal’s popular blog on Psychology Today is called The Science Behind Behavior. You can learn more about him and his work and connect with him at utpaldholakia.com.