Sunil H. Contractor is a Visiting Assistant Professor of Marketing at Tulane University. His research areas are Brand Strategy, Escalation of Commitment, Emotions (Regret and Disappointment), and Scale Design. He has published articles in the Journal of Brand Strategy, Journal of Behavioral Decision Making, Cornell Hospitality Quarterly, International Journal of Innovation Management, and Journal of Targeting, Measurement and Analysis for Marketing. He has earned a Bachelor’s degree in Electrical Engineering from Gujarat University (India), a Master’s Degree in Computer Science from Northeastern University, a Master’s Degree in Business Administration from The Ohio State University, and a Ph.D. Degree in Marketing from the University of Georgia. Sunil has over 12 years of R&D experience in the telecommunications industry including prestigious research organizations such as AT&T Bell Labs. Sunil has worked on over 20 new product introduction projects that have generated millions of dollars of revenue. He holds 34 innovation patents in his name.