Dr Shankha Basu

Can you tell us about your research, work and expertise in Southeast Asia?

I am a marketing faculty at the Leeds University Business School. My expertise lies broadly in the area of consumer decision making and consumer psychology. I have strong ties to Singapore. I completed my doctoral degree at Nanyang Technological University. I collaborate on research projects with researchers in various Singaporean universities including NTU and Singapore Management University. One of the research streams I focus on is how culture affects consumer behaviour. Singapore is a fertile ground for such research because Singaporeans hold both Eastern and Western values. They also hold both local and global identities. As such, it becomes easy for researchers like me to understand how these different values affect consumer behaviour differently by studying Singaporean research participants. I regularly visit Singapore for research collaborations, fieldwork, and conferences, and also to meet my friends and family who live there.

A photo from the SCP Boutique Conference on "The Global Consumer" that was organized by Nanyang Technological University in 2022