Gurbir is pursuing his PhD in the marketing area at IIM Indore. He holds a Bachelor degree in commerce and a MBA in Marketing from UBS, Panjab University, Chandigarh. He is a Fellow of Insurance Institute of India. He is having a work experience of 9 years in the financial and education sector. His research interest lies in the area of consumer behavior. More specifically, he is working on understanding (1) behavior of control deprived individuals in service recovery context (2) the impact of control desires on purchasing behavior and (3) consumer incivility.