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 The University of Texas at Austin in the United States. Prof. Manika has also worked as an Account Planning Intern in advertising agencies such as Latinworks in Austin, TX, and DDB in New York. Currently, she is also a Visiting Professor of Marketing at Queen Mary University of London and in the past she also held a visiting research scholar position at the Centre for Risk Management of McCombs School of Business at The University of Texas at Austin in the United States. She obtained a Ph.D and a M.A. in Advertising from The University of Texas at Austin in the United States and a B.A. Honours in Marketing from University of Stirling in the United Kingdom.
Using an interdisciplinary 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 often examines services marketing contexts relevant to consumer behaviour.
Prof. Manika’s 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 United States and the United Kingdom and makes use of multiple quantitative methods, including survey research and experimental designs.
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 as a Co-I from 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.
- Consumer Behaviour/Psychology
- Knowledge-Behaviour Gap
- Health Behaviour Change & Marketing Communications
- Employee Pro-environmental Behaviour Change
- Social Marketing
- Services Marketing
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