Banwari Mittal

Banwari (“Ban”) Mittal is a social scientist with a Ph.D. in consumer psychology from the University of Pittsburgh. For over two decades, he has talked to several hundred consumers, developing an understanding of the psychology of their shopping and consumption behavior. His book, Consumer Behavior: Human Pursuit of Happiness in the World of Goods (Open Mentis, 2016), is arguably his magnum opus on human behavior in the marketplace. He has also authored ValueSpace: Winning the Battle for Market Leadership (McGraw Hill, 2001). Currently, he is a professor of consumer psychology and marketing at Northern Kentucky University and lives in Cincinnati, Ohio. In conversations he happily blends the Eastern life philosophy with the vibe of Western modernity. His current passion is being a fascinated listener.