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Prof Danae Manika

Prof Danae Manika

Professor of Marketing



Danae Manika is a Professor of Marketing at Newcastle University Business School. Before moving to Newcastle, she held academic positions at Queen Mary University of London and Durham University in the United Kingdom, and at University of Texas at Austin in the United States. She also held a visiting research scholar position at the Centre for Risk Management of McCombs Business School at the University of Texas at Austin in 2016; and in the past she worked as an Account Planning Intern in advertising agencies such as Latinworks in Austin, TX, and DDB in New York.

Using a multi-disciplinary approach, blending the lines between marketing, psychology, and advertising, Prof. Manika’s research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on behaviour change and takes an information processing approach, which identifies, classifies and examines cognitive and affective factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions; and translate knowledge acquisition to behaviour change/formation. She often uses health and environmental social issues as the venue for understanding the knowledge-behaviour gap. This research on health and environmental behaviour change has direct implications for social marketing and behavioural interventions that motivate health and environmental action, respectively. The campaigns/messages/interventions often examined also involve digital components. In addition, her research examines other multiple service contexts relevant to consumer behaviour.

Prof. Manika has a track record of high quality publications within and outside of marketing. Her research has been published in journals, such as Psychology & Marketing, Journal of Business Ethics, Journal of Marketing Management, Computers in Human Behavior, Technological Forecasting and Social Change, Information Technology & People, Journal of Health Communication, International Journal of Advertising, Journal of Marketing Communications, and Tourism Management, amongst others. Her research involves international collaborations in both the USA and the UK and makes use of multiple quantitative methods, including survey research, experimental designs, and structural equation modeling. Her research involves international collaborations in both the USA and the UK and makes use of multiple quantitative methods, including survey research, experimental designs, and structural equation modeling.

She strongly believes in the interplay and interdependence of academia, government, business and society and hence she is often involved in various consultancies with impact (e.g., Centre for Health Communications Research, Global Action Plan, Texas Comprehensive Cancer Control Coalition). In line with her research Prof. Manika aims to link academia and practice. She also often engages in research projects that benefit from collaborations with academics in other disciplines such as medicine, engineering, and geography, as evident by external grants secured (£120K+ with experience as PI from CRUK and EPSRC/Innovate UK); and reviewing activities for funding bodies such as CRUK based on her behavioural insights expertise (Member of the review committee of CRUK’s Pioneer Award & Catalyst Award). Prof. Manika is also a regular guest-lecturer on the Centre for Health Communication Research’s professional development course (PgCert-HC) based on her health communication and behaviour change expertise.

Prof. Manika is an Associate Editor for the Journal of Marketing Management, serving on the Editorial Advisory Board of Technological Forecasting and Social Change, & as a special issue guest editor for Journal of Business Research. She has been awarded by the American Marketing Association for her research on the influence of prior knowledge structures on website attitudes and behavioural intentions at the 2016 Conference in Las Vegas, which was subsequently published in Computers in Human Behavior, and in the same year received an award from the Journal of Marketing Management for her outstanding contribution to the review process.


Research interests

  • Consumer Behaviour/Psychology
  • Knowledge-Behaviour Gap
  • Health Behaviour Change & Marketing Communications
  • Employee Pro-environmental Behaviour Change
  • Social Marketing
  • Advertising
  • Services Marketing

Funded Projects

Total Funding: £121,976


  • Research: Prevention Innovation
    Using Stealth Marketing Techniques to Increase Physical Activity and Decrease Sedentary Time in the Workplace: Investigating the Spill overs of Employee Environmental Behaviour
    People: Prof Danae Manika (PI) (£20,000)
    Funder: Cancer Research UK
    Duration: 12/2017 - 12/2018
    Budget: £20,000

  • Research: A High Efficiency, Low Cost AND Building Integrate-able Solar Photovoltaic/Thermal (PV/T) System FOR SPACE Heating, Hot Water AND POWER Supply
    Through a close collaboration between the leading UK/Chinese universities and the top Chinese/UK companies, the proposed UK-China collaborative R&I project will develop a novel building integrate-able solar PV/T system for space heating, hot water and power supply. The universities have specific knowledge of the most advanced PV/T and loop heat pipe technologies and also expertise in China-oriented business strategy. The companies have strong R&D and manufacturing capacity in solar PV, thermal, PV/T and heat storage/exchangers. The new PV/T system will achieve around 30% higher overall solar efficiency and 20% cost saving compared to the existing equivalent PV/T systems and will be flexible in component selection to meet different needs in buildings. The innovative technologies include (1) a novel loopheat- pipe (LHP); (2) a novel PV/T panel; (3) a highly efficient heat storage/exchanger, and (4) an internet-based intelligent monitoring and control system. In terms of tasks, the project involves development of (1) a computerised design and optimisation model; (2) an experimental prototype and associated test rig; (3) a pre-production solar PV/T system for real building use; and (4) the economic, environmental and market performance reports and business model specifically tailored for the PV/T system.
    People: Prof Danae Manika (Co-I) (£101,976)
    Funder: EPSRC / Newton Fund / Innovate UK
    Duration: 04/2017 - 04/2019
    Budget: £2,000,000