At UBC Sauder, faculty members are more than just ‘professors.’ They conduct impactful research that is changing how society views the world while also inspiring students to pursue their academic passions and become the thoughtful, values-driven leaders the business world needs. This year, UBC Sauder welcomes ten new lecturers and tenure-track faculty to the school. In this article, we introduce you to Deepak Sirwani, Assistant Professor in the Marketing & Behavioural Science Division.
Where are you from, and what brought you to UBC Sauder?
I spent the first 18 years of my life soaking in the vibrant colors of Jaipur, India —famously called the “Pink City” for its rose-hued buildings, majestic forts, and palaces. If you’re ever there, be sure to sample the incredible vegetarian cuisine (it might just spoil you for all future meals). After Jaipur, I dove into electrical engineering at IIT Kharagpur, then hopped between Delhi and Bangalore before crossing the Atlantic to earn my PhD in Marketing at Cornell in upstate New York.
UBC Sauder was my “pin on the vision board” for a solid three years before I finally went on the academic job market. It offered everything I was looking for—world-class colleagues in both marketing, behavioral science, and social psychology; a melting pot of cultures and cuisines (I’m definitely not above exploring Vancouver’s restaurant scene); and the perfect blend of mountains, beaches, and urban vibe (because I’m a city person at heart). Getting to be part of this community feels like the best of all worlds—and I can’t wait to dive in!
What are your areas of research or your fields of expertise, and how did you get into this field?
My research centres on numerical cognition, which explores how people process and interpret numbers in everyday life. We encounter numbers everywhere—whether it’s grocery prices, stock market figures, personal goals, or a five-year-old learning that 2 + 2 = 4—and I’m fascinated by how the human brain makes sense of numbers to make decisions. In my dissertation, for example, I investigated how people respond differently to the same numeric information depending on whether it’s presented graphically (i.e., three-and-a-half stars) or using Arabic numerals (i.e., 3.5). Subtle shifts like these meaningfully influence consumer perceptions and choices. I’ve also examined how expressing time in different ways (for instance, “the year 2040” versus “15 years later”) alters the way we think about—and plan for—the future.
My enthusiasm for this field grew from a lifelong love of mathematics—I even participated in math Olympiads, which sparked a deeper curiosity about how numbers inform our view of the world. I went on to study electrical engineering, which offered plenty of math but also left me eager to understand the “human” side of things. Merging these two passions—numbers and human behavior—naturally led me to numerical cognition, where I get to explore how the ways we present and process numbers can influence real-world decisions.
What continues to fuel your research or interest in these areas?
What truly fuels my research is the thrill of discovery. I get excited whenever I find a compelling question—especially one that explains a fundamental aspect of human psychology, illuminates a real-world phenomenon, or has practical impact. Lately, these questions have revolved around numerical cognition, and I’m continually energized by uncovering new insights in this fascinating area.
What inspires you to teach?
I’ve been fortunate to experience firsthand the transformative power of great teachers—two in particular shaped my life in profound ways. My fourth-grade teacher, Ms. Archana Jacob, instilled in me the importance of discipline and hard work, while my high school physics teacher, Mr. Ashish Arora, sparked a love for deep, first-principles thinking. Their guidance significantly influenced my academic journey, and now I want to pay that forward. Even if I can help just one student discover their passion or see the world differently, I’ll feel immensely fulfilled as an educator.
What’s one of the most interesting things you’ve discovered through your research or through your educational journey?
One of my favorite discoveries so far is that people overestimate a fractional star rating (like three-and-a-half stars) because our visual system instinctively “completes” the partial star, biasing us to anchor on the roundup number (i.e., 4)—while the same 3.5 rating in Arabic numerals tends to be underestimated (we focus on the left digit). This explains why many retailers use star icons: they can make a product’s rating seem higher than it actually is. Even though both star and numeral formats are widely used, they’re systematically misestimated, highlighting the need for more accurate and transparent rating standards.
What do you believe is the future of your industry?
I believe we’re on the brink of a new era, with AI transforming how we live, work, and even find purpose. In the next decade, a world where machines handle most “traditional” jobs could raise profound questions about what we teach students and how humans stay creative and fulfilled when technology can think (and sometimes act) for us. While this might seem daunting, it also opens up exhilarating possibilities for research and education—providing a chance to redefine what it means to learn, collaborate, and connect in a future that may look wildly different than it does today. As an academic, I can’t wait to explore these questions and see how we can shape this brave new world together.
Can you tell us an interesting fact about yourself?
I’ve always loved live music, but recently I’ve been diving into the world of EDM—and it’s been surprisingly eye-opening. There’s something about the pulsing beats and communal energy that breaks down barriers and brings together people you’d never imagine rubbing shoulders with in a typical academic setting. I find it refreshing (and sometimes mind-blowing) to immerse myself in an entirely different scene, meeting folks whose perspectives on life are vastly different from my own. Plus, discovering a new genre of music keeps things exciting and reminds me there’s always more to explore. I’m still waiting to hit my first big EDM festival—but trust me, it’s definitely on my bucket list!
What are you most looking forward to in Vancouver?
I’m most excited to find a close-knit community of people in Vancouver, where I can form meaningful connections both on and off campus. Of course, the stunning blend of mountains, ocean, and city life doesn’t hurt either!
