About the Author

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 been a professor of marketing and consumer psychology at various universities (currently at Northern Kentucky University). He has published three textbooks on consumer psychology and an executive reading book (ValueSpace: Winning the Battle for Market Leadership).

He lives in Cincinnati, Ohio.

His current passion is talking to people at random and at large and listening to their stories