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Dr Shobhit Kakaria

Lecturer in Marketing

KAKARIA Shobit Web Profile Picture

Specialisms

  • Consumer Behaviour, 
  • Neuromarketing, 
  • Digital Wellbeing, 
  • Empirical Research, 
  • Service Research

Location

Room 235, Henley Business School, Whiteknights Campus

Dr. Shobhit Kakaria is a Lecturer in Marketing at Digitalisation, Marketing and Entrepreneurship department of the Henley Business School. His research draws on psychological, (neuro-)physiological and behavioural aspects of individuals’ interaction with technology.


Shobhit engages in interdisciplinary and collaborative research. His current projects involve examining ghosting behaviour, co-creation experience, role identity in the workplace, and self-surveillance in smart health through the prism of artificial intelligence. His research has been published in journals including Psychology & Marketing, International Journal of Information Management, Journal of Business Research and Electronic Commerce Research, and presented at conferences including Association for Consumer Research, European Marketing Academy Conference (EMAC), and AEMARK. Before joining Henley, Shobhit was a Postdoctoral Researcher at Prague University of Economics and Business (2023-2025) and an Early Stage Researcher on the MSCA H2020 RHUMBO project at the University of Valencia, where he also completed his PhD in Marketing (2023). He also holds an MSc in Cognitive Science and a BA in Economics. At Henley, Shobhit convenes Marketing Essentials (MM218) and teaches on the Dark Side of Marketing (MM3104) and Marketing Simulations (MMM186) modules, alongside supervising undergraduate and postgraduate dissertations. Prospective PhD students interested in similar specialisms or topics are welcome to reach out.

MM218 Marketing Essentials

Bigné, E. et al. (2025) How to conduct valuable marketing research with neurophysiological tools. Psychology & Marketing, 42 (10). pp. 2616-2649.

Kakaria, S., Simonetti, A. and Bigné, E. (2024) Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory. Electronic Commerce Research, 24 (4). pp. 2469-2497.

Kakaria, S., Saffari, F., Ramsøy, T.Z. and Bigné, E. (2023) Cognitive load during planned and unplanned virtual shopping: evidence from a neurophysiological perspective. International Journal of Information Management, 72. p. 102667.

Saffari, F., Kakaria, S., Bigné, E., Bruni, L.E., Zarei, S. and Ramsøy, T.Z. (2023) Motivation in the metaverse: a dual-process approach to consumer choices in a virtual reality supermarket. Frontiers in Neuroscience, 17. p. 1062980.

Saffari, F., Zarei, S., Kakaria, S., Bigné, E., Bruni, L.E. and Ramsøy, T.Z. (2023) The role of stimuli-driven and goal-driven attention in shopping decision-making behaviours: an EEG and VR study. Brain Sciences, 13 (6). p. 928.

Kakaria, S., Bigné, E., Catrambone, V. and Valenza, G. (2023) Heart rate variability in marketing research: a systematic review and methodological perspectives. Psychology & Marketing, 40 (1). pp. 190-208.

Bigné, E., Simonetti, A., Ruiz, C. and Kakaria, S. (2021) How online advertising competes with user-generated content in TripAdvisor: a neuroscientific approach. Journal of Business Research, 123. pp. 279-288.