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Every March, South By Southwest brings together innovators, changemakers, and leaders from all over the world to Texas.

To celebrate, this month we are revisiting episodes from The Index, a podcast collaboration between Texas Monthly and Rice Business at the 2019 South by Southwest festival, where the two entities co-hosted a pop-up experience in an Austin storefront.

We sat down with Professor Utpal Dholakia in episode 5 of our series. He is a marketing expert who encourages people to buy and consume prudently to maximize pleasure.

You can find more episodes of The Index coming up in this feed opposite weeks of our regular episodes of Owl Have You Know, or find them on our website.