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Shankha Basu

Associate Professor - Marketing at University of Leeds
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Shankha is an Associate Professor of Marketing at University of Leeds. He has two broad areas of interest. First, Shankha 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, Shankha's overarching goal is to help consumers make better decisions.

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  • Covid-induced lockdowns also prompted interest in passive income, as many people realised that they might prefer greater flexibility. It gave people the time and opportunity to discover and learn more about these passive income opportunities.