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Dr. Anumeha Sah

Post-doctoral Research Fellow,

The John Madejksi Centre for Reputation

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  • Sustainable behaviour change, behavioural insights, consumer behaviour, consumer psychology, social marketing


Whiteknights Campus

Anumeha is a Post-Doctoral Research Fellow at the John Madejski Centre for Reputation. She is supporting the centre in conducting a number of research projects related to the areas of behaviour change for good, youth social action and responsible financial decision making.

Her contributions build on her particular research expertise in experimental studies based on motivation and behaviour change along with her interest in social marketing.

Anumeha completed her PhD at the Henley Business School in 2018. Her PhD research focused on the effects of salience of information and motivation on perception, self/other decision making as well as behaviour change. This multidisciplinary research, based on concepts from marketing, consumer psychology and nutrition, was designed to provide possible solutions to the obesity epidemic arising due to excessive consumption of liquid sugar.

Her research interests include sustainable behaviour change, behavioural economics, consumer behaviour, consumer psychology, social marketing and experimental research methods.

Prior to her doctorate, Anumeha worked in the London Business School, UK as an academic researcher. She has also worked as a strategy management consultant with Kurt Salmon Associates Technopak, India and as an executive officer at the Confederation of Indian Industry, India. Anumeha holds a bachelor’s degree (major in food and nutrition) with distinction from Govind Ballabh Pant University of Agriculture and Technology, Pantnagar, India. She pursued management studies from NIFT Delhi, India.

  • American Marketing Association, San Francisco, USA, 2017
  • Society for Consumer Psychology, Orlando, USA, 2017
  • European Social Marketing Association, Espoo, Finland, 2016
  • European Society for Prevention Research, Berlin, Germany, 2016
  • Research accepted for presentation at Word Social Marketing Conference, Washington DC, USA 2017 and World Congress for Public Health, Melbourne, Australia 2017