Lecturer (Assistant Professor) in Marketing

+44 (0) 113 34 34492
Academic, Divisions, Marketing

PhD Marketing – Nanyang Technological University, Singapore
MBA Marketing – S.P. Jain Institute of Management & Research, India
B.Tech. Information Technology – West Bengal University of Technology, India


Shankha Basu is a Lecturer in Marketing at Leeds University Business School. He obtained his PhD in Marketing from Nanyang Technological University. Prior to the PhD, Shankha worked on retail banking strategy for one of the largest banks in India.

Shankha’s research interests lie mainly in the area of consumer decision making. His work has been published in reputed academic journals such as Journal of Experimental Psychology: General and Organizational Behavior and Human Decision Processes as well as practitioner oriented outlets such as Harvard Business Review. He has also presented his work at leading academic conferences such as those organized by the Association for Consumer Research, Society for Consumer Psychology, and American Marketing Association.


Shankha has two broad areas of interest. First, he studies how minor differences in the way options are framed or presented affect people’s decisions. Second, he is interested in understanding how the cultural context in which consumers make decisions influence their attitudes and behavior. In both these areas of research, his overarching goal is to help consumers make better decisions.


Journal Publication

Shilpa Madan, Shankha Basu, Aneeta Rattan, & Krishna Savani (2019). “Support for Resettling Refugees: The Role of Fixed-Growth Mindsets” Psychological Science, 30, 238 - 249. https://doi.org/10.1177/0956797618813561

Shankha Basu & Krishna Savani (2019). “Choosing among options presented sequentially or simultaneously” Current Directions in Psychological Science, 28, 97 - 101. https://doi.org/10.1177/0963721418806646

Shilpa Madan, Shankha Basu, Sharon Ng, & Elison Lim (2018). “Impact of culture on the pursuit of beauty: Evidence from five countries” Journal of International Marketing, 26, 54 – 68. https://doi.org/10.1177/1069031X18805493

Shankha Basu and Krishna Savani (2017). “Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially” Organizational Behavior and Human Decision Processes, 139, 76 - 91. http://dx.doi.org/10.1016/j.obhdp.2017.01.004

Shankha Basu and Krishna Savani (2017). “To make better choices, look at all your options together” Harvard Business Review (digital article) https://hbr.org/2017/06/to-make-better-choices-look-at-all-your-options-together

Robert Kreuzbauer, Dan King, & Shankha Basu (2015). “The mind in the object—Psychological valuation of materialized human expression” Journal of Experimental Psychology: General, 144, 764 - 787. http://dx.doi.org/10.1037/xge0000080


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