Shankha Basu

Shankha Basu

Profile

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 has two broad areas of interest. First, he studies how minor differences in the way options are framed or presented affect peoples 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.

His work has been published in reputed academic journals such as Psychological ScienceJournal 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.

Research interests

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.

Qualifications

  • 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

Research groups and institutes

  • Global and Strategic Marketing Research Centre

Current postgraduate researchers