Newcastle University London

Staff Profiles

Professor Danae Manika

Deputy Director of Res & Acad Group Head


Danae Manika is a Professor of Marketing at Newcastle University Business School and the Deputy Director of Research & Academic Group Head at Newcastle University London. Before moving to Newcastle University, 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. 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 advertising, psychology and marketing, Prof. Manika’s research focuses on effective message construction for behaviour change. She 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 contexts for her research. Prof. Manika is an Associate Editor for the Journal of Marketing Management, serving on the Editorial Advisory Board of Technological Forecasting and Social Change, and as a special issue guest editor for various journals (e.g., the Journal of Business Research). She is involved in various consultancies with the aim of linking academia and practice and 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 (£180K with experience as PI and Co-I from CRUK, EPSRC/Innovate UK, Research England, ERSF/Arrow) and past reviewing activities for funding bodies such as CRUK based on her behavioural insights expertise (2015-2019). Prof. Manika’s research has been published in journals, such as Psychology & Marketing, Journal of Business Ethics, Computers in Human Behavior, Technological Forecasting and Social Change, Information Technology & People, Tourism Management, Annals of Tourism Research, Journal of Marketing Management, Journal of Health Communication, International Journal of Advertising, and Journal of Marketing Communications, amongst others. 


Personal Website:


Google Scholar:

Research Gate:







§  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


Using an interdisciplinary approach, blending the lines between advertising, psychology and marketing, Prof. Manika's research aims to answer a fundamental research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on effective message construction for behaviour change and 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. This research often uses health (e.g., weight control, alcohol consumption, HPV vaccination) and environmental (e.g. energy saving, recycling) social issues as the venue for understanding the knowledge-behaviour gap. This research on health and environmental behaviour change has direct implications for persuasive communication and behavioural interventions that motivate health and environmental action, respectively. The campaigns/messages/interventions often examined involve digital components (e.g., websites, mobile applications, online tracking tools) and technology-based consumer behaviours (e.g., adoption and usage of technology-based solutions). Her research involves international collaborations in both the USA and the UK and makes use of multiple quantitative methods, including survey research, experimental designs, and structural equation modeling.


Editorial Experience, Reviewing & Research Awards

  • Associate Editor: Journal of Marketing Management (since 2017), Area: Quantitative Consumer Behaviour
  • Guest Editor: Journal of Business Research (planned for 2019-20), Special Issue on “Hypocrisy in Corporate and Individual Social Responsibility: Causes, Consequences and Implications”
  • Editorial Advisory Board: Technological Forecasting & Social Change (since 2017), Area: Marketing
  • Editorial Review Board: Journal of Global Fashion Marketing (since 2019), Area: Advertising
  • 2016 Reviewer Award Journal of Marketing Management 
  • Best Paper in AMA Social Responsibility, Sustainability, & Public Policy Track Award: Manika, D. & Gregory-Smith, D. “Extending the Persuasion Knowledge Model to Investigate the Potential of Web-based Interventions: The Case of Weight Control Intentions”, American Marketing Association, 2016.
  • Third Best Paper in AEJMC Advertising Division Award: Ball, J.G., Manika, D. & Stout, P. “Across the Ages: Are College Age Adults a Viable Segment for DTC Prescription Drug Advertising?” Association for Education in Journalism and Mass Communication.

External Grants (Total: £180k)


  • £54,300 – as a Co-I – Funder: Research England; Title: Mapping and Facilitating Internet of Things Ecosystem: Health, Well-being & Energy; Start/Finish Date: June 2019– February 2021


  • £2,682.10 – as Co-I – Funder:  Arrow (North East, European Regional Development Fund); Business Partner: Nouveau Limited (trading as ActivCare Coaching); Start/Finish Date:  January – March 2019


  • £101,976 out of a £2 million – as a Co-PI – Funder: EPSRC/ Newton Fund Innovate UKTitle: “A High Efficiency, Low Cost and Building Integrate-able Solar Photovoltaic/Thermal (PV/T) System for Space Heating, Hot Water and Power Supply.”; Start/Finish Date: April 2017 – June 2019.


  • £20,000 – as a PI – Funder: Cancer Research UK (Prevention Innovation Grant).; Title: “Using Stealth Marketing Techniques to Increase Physical Activity and Decrease Sedentary Time in the Workplace: Investigating the Spill overs of Employee Environmental Behaviour.”; Start/Finish Date: December 2017 – November 2018.


  • £810 ($1,000)  – as a PI – Funder: Hellenic Professional Society of Texas; Title: “Implications for Health Information-seeking and Prevention Behaviours: The Case of the HPV vaccine.”; Start/Finish Date: Jan. - Aug. 2011


NBS8124 Strategic Global Marketing