Utpal Dholakia is the George R. Brown Professor of Marketing at Rice University in Houston. He is an expert on pricing issues and has written two books on pricing, How to Price Effectively: A Guide for Managers and Entrepreneurs, and Priced to Influence, Sell & Satisfy: Lessons from Behavioral Economics for Pricing Success. Dholakia's research has been published in marketing and management journals and cited extensively. He has consulted and provided expert witness services to many financial services, technology, health care, and energy companies. His popular blog on Psychology Today is called The Science Behind Behavior.