Shalini Vohra

Shalini Vohra serves as a Senior Lecturer in Marketing at Sheffield Hallam University, where she has been actively contributing to academic research and teaching. Her institutional affiliations include membership in NARTI as the Early Career Researchers (ECR) representative.

Education:

• PhD in Marketing from Manchester Business School (2010)

Her research centers on consumer psychology and neurodiversity representation, with particular emphasis on how autism is portrayed in children's and young adult fiction. She investigates the psychological mechanisms behind financial decision-making and emotional influences on consumer behavior. Her work bridges academic theory with real-world applications through collaborations with neurodivergent communities and retail industry partners.

Analysis of her publications reveals two distinct research trajectories: (1) critical examination of autism representation in literature, advocating for authentic co-production with neurodivergent individuals; and (2) psychological analysis of consumer behavior during high-pressure retail events like Black Friday, focusing on emotional drivers such as pride and regret.

Funding and Professional Activities:

• Recipient of ESRC funding for ECR development projects
• Awarded SAMS funding for autism representation research
• Active consultant for major retailers including Tesco, M&S, Waitrose, and Sainsbury's through Manchester Retail Research Forum
• Former Research Fellow at Open University studying trader emotions
• Industry experience with PepsiCo in marketing roles

She champions neurodiversity awareness through academic research and public engagement, notably organizing the Festival of Social Science event on autism portrayal in children's fiction. Her work with autistic children and authors demonstrates commitment to research co-production, while her retail industry background informs practical applications of consumer psychology research.