Lecturer (Assistant Professor) in Marketing

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

PhD Marketing – Nanyang Technological University, Singapore (Pursuing)
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

ankha 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

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

Robert Kreuzbauer, Dan King, & Shankha Basu (2015). “The mind in the object—Psychological valuation of materialized human expression” Journal of Experimental Psychology: General, 144(4), 764-787. http://dx.doi.org/10.1037/xge0000080

Book Chapters

Shilpa Madan, Shankha Basu, Elison Lim, & Sharon Ng (in press) “The Appeal of beauty and physical attractiveness: An Indian perspective" in Perspectives on Indian Consumers eds. Durairaj Maheswaran & Thomas Puliyel, Oxford University Press: India.

Selected Conference Proceedings

Shankha Basu & Sharon Ng (2017, Feb). $100 a month or $1,200 a year: Impact of Regulatory Focus on the Evaluation of Temporally Framed Benefits. Society for Consumer Psychology Winter Conference 2017, San Francisco, CA, USA.

Shankha Basu & Sharon Ng (2016, Aug). Impact of Regulatory Focus on the Perception of Discrete and Aggregate Framed Benefits. AMA Summer Marketing Educators’ Conference 2016, Atlanta, GA, USA.

Shankha Basu & Krishna Savani (2015, June). Choosing One at a Time: Simultaneously Presented Options Lead to Normatively Better Choices than Sequentially Presented Options. Association for Consumer Research Asia Pacific Conference 2015, Hong Kong, China.

Sharon Ng & Shankha Basu (2015, June). Global Citizens are 'Greener': Impact of Globalization on Sustainable Consumption. Association for Consumer Research Asia Pacific Conference 2015, Hong Kong, China.

Shilpa Madan, Shankha Basu, Elison Lim, & Sharon Ng (2015, February). Pursuit of Beauty: The Cultural Divide. Society for Consumer Psychology Winter Conference 2015, Phoenix, AZ, USA.

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