Shankha Basu

I am an Associate Professor of Marketing at the University of Leeds, UK. I have a PhD in Marketing from Nanyang Technological University, Singapore. Prior to the PhD, I worked in the banking and FMCG industries in India.

I have two broad areas of interest. First, I study how minor differences in the way options are framed or presented affect peoples decisions. Second, I am interested in understanding how the cultural context in which consumers make decisions influence their attitudes and behavior. In both these areas of research, my overarching goal is to help consumers make better decisions. My work has been published in journals such as Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Psychological Science, Journal of Experimental Psychology: General, Journal of Experimental Social Psychology, and others.

I teach the introductory marketing module in the MSc Management program and Advanced Quantitative Methods to doctoral students.