Adi Ghosh

About

Overview

Adi is a PhD candidate in Marketing at Bayes Business School (formerly Cass).

His research is about investigating how ‘smart’ and ‘intelligent’ technologies affect human behaviour. The aim of his PhD project is to explore consumers’ responses to AI products at an individual level and to shed light on the psychological mechanisms underlying these responses. He uses psychological experiments to explore how consumers derive utility (beyond economic ones) from advanced technological abilities such as autonomy and personalization, among others.

He completed his MSc Marketing course at Lancaster University with a distinction and prior to that his undergraduate studies in Business Administration with a specialisation in Marketing at Jadavpur University, India.

Before joining the PhD programme, Adi has worked in various companies ranging from SMEs to Fortune 500 in marketing and market research positions.

Qualifications

• MSc Marketing (Distinction), Lancaster University, United Kingdom
• Bachelor in Business Administration, Jadavpur University, India

Employment

• Tutor - Global MBA programme, Bayes Business School, Sep 2019 – present
• PhD candidate, Bayes Business School, Sep 2017 – present

Expertise

Primary topics

• Consumer Behaviour
• Digital Marketing
• E-Marketing
• Management Information Systems
• Marketing
• Marketing Management
• Statistics

Industries

• consumer goods
• e-commerce
• high technology
• information technology
• marketing
• retail financial services
• software

Research

1^st supervisors

• Professor Caroline Wiertz, Deputy Dean and Professor of Marketing
• Dr Oguz A. Acar, Lecturer in Marketing

Publications

1. Wiertz, C., Banerjee, A., Acar, O. and Ghosh, A. (2020). Predicted Adoption Rates of Contact Tracing App Configurations - Insights from a choice-based conjoint study with a representative sample of the UK population. London.