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Professor Danae Manika


Visiting Professor



Danae Manika is a Visiting Professor in the School of Business & Management at Queen Mary University of London.

Using an interdisciplinary approach, blending the lines between marketing, advertising and psychology her research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on effective message construction for behaviour change. It takes an information processing approach, which identifies, classifies and examines cognitive (e.g., knowledge, confidence, trust, values) and affective (e.g., pride, fear, disgust) 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 engages in research projects that require collaborations with other disciplines such as medicine, engineering and geography; and her research has been supported by £179,000 of external funding by CRUK, EPSRC/Innovate UK, RED, and Arrow/ERDF, amongst other funding bodies. She also strongly believes in the interplay and interdependence of academia, government, business and society and hence she is often involved in various consultancies (e.g., Centre for Health Communications Research & Excellence, Global Action Plan, Texas Comprehensive Cancer Control Coalition), in line with her research (i.e., effective message construction for behaviour change) with the aim of linking theory and practice, which have led to the development of real-world research impact.

Prof. Manika obtained a Ph.D and a M.A. in Advertising from the University of Texas at Austin, TX, USA and a B.A. Honours in Marketing from University of Stirling, UK. She is currently also Professor of Marketing and Business Education at Brunel Business School, Brunel University London; and Visiting Professor of Marketing at Newcastle University Business School. Previously, she held academic appointments at Newcastle University Business School, Newcastle University, UK; the School of Business and Management at Queen Mary University of London, UK; Durham University Business School, Durham University, UK; and the University of Texas at Austin, TX, USA. She served as Academic Group Head of Newcastle University London campus, Deputy Director of Research (NU London), and Research & Impact Lead of Marketing, Operations and Systems Group at Newcastle University Business School; and as Director of Marketing Interactions & Consumer Behaviour research group and Programme Director for the BSc in Marketing and Management at the School of Business and Management at Queen Mary University of London. She previously held a Visiting Research Scholar position at the Centre of Risk Management and Insurance Research at McCombs Business School, University of Texas at Austin, TX, USA. Prof. Manika has also worked as an Account Planning Intern in advertising agencies such as Latinworks in Austin, TX, and DDB in New York.

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Research Interests:

  • Knowledge-Behaviour Gap
  • Effective Message Construction for Behaviour Change
  • Information Processing & Persuasive Communication
  • Health Communication
  • (Employee) Pro-environmental Behaviour
  • Technology Adoption for Behaviour Change
  • Consumer Psychology
  • Social Marketing
  • Advertising



For a full list see:


Current Doctoral Students

 Second supervisor: 

  • Katja Breiter