Shankha Basu

Shankha Basu is an Associate Professor of Marketing at Leeds University Business School, University of Leeds, where he also serves as the School Ethics Lead on the Faculty Research Ethics Committee. His research focuses on understanding how decision framing and cultural context influence consumer choices.

His research interests lie in judgment and decision-making and cultural influences on consumer behavior. He investigates how subtle changes in the presentation of choices affect decisions and how cultural backgrounds shape consumer attitudes and behaviors, with the overarching goal of helping individuals make better decisions. His work bridges academic rigor and practical application in marketing and behavioral science.

Shankha's research has been published in top-tier journals such as Journal of Consumer Psychology, Psychological Science, Journal of Experimental Psychology: General, and Organizational Behavior and Human Decision Processes, as well as in practitioner outlets like Harvard Business Review. He regularly presents at leading conferences including those by the Association for Consumer Research, Society for Consumer Psychology, and American Marketing Association, reflecting a strong presence in both academic and applied marketing communities.

He is a member of several professional organizations, including the Society for Judgment and Decision Making, The European Association for Decision Making, and Psychonomic Society. Shankha supervises postgraduate researchers and contributes to the Global and Strategic Marketing Research Centre at Leeds. His academic leadership is further demonstrated through his role in research ethics oversight.